Sean O'Toole
Conversion-focused website copywriter.
Clarity connoisseur. 💎
Get website copy they’ll actually understand
Let a Webby-winning conversion geek clarify your copy, so everything you say just clicks.Because no one should leave your site not knowing why you’re wonderful.
Get carefully designed copy from a strategic-minded expert, not some dingus who “likes to write”
Follow a customer-focused process that’s rooted in their words, not our whims
Walk away with polished Figma wireframes that say what you need them to say
“This type of talent is extremely rare.”
-Kathy Svetina, Founder of NewCastle Finance
It's simple.
You're looking at this.
Your copy isn't clicking
Low conversion
High bounce / poor site engagement
Confused or bad-fit leads
Nagging sense you’re not getting through
Plus maybe just for fun...
You've got an
extra clarity challenge
Unfamiliar product
Multiple audiences
Jargon-prone industry
Crowded market where you need to differentiate aggressively
But then I do stuff like this.
>> Conversion audits>> Landing page copy>> Full website rewrites
Unbury the value
Put in more problem
Say it their way
Use proof to prove things
Paint the transformation
Dimensionalize the benefits
Match their job reqs
Stabilize the structure
Break it into beats
Teach why it's true
Pick a fight
Make it sticky
Cut the fluff
Leave in the scary thing you want to delete
Tell them more
Say less
So you can do this.
Clarify your message.
Build a cohesive case that distracted, doubting readers understand and believe.
Lift conversion.
Turn more of your current visitors into informed and qualified customers.
Make growth easier.
Acquisition, retention, sales velocity. Everything gets simpler when your site is a customer factory.
And in the end...
Bad things go down...
CAC
Bounce
Churn
Dread
Good things go up...
Conversion rate
ROAS
Lead quality
Bliss
...and we celebrate with rare sodas.
Right on, soda is delicious business goals are important
Did we not meet earlier?
Hi, hello, I'm Sean.
I’ve written $10 million email sequences for Groupon, hundreds of jokes for The Onion, and this plucky little website just for you.I used to think the #1 thing copy should do is “cut through the noise” by being clever or kooky or, bless my heart, “bold.”
Now I worry less about how your copy sounds
and more about what it’s saying.
Here's what that looks like.
See how I sharpen a story
(Even a complicated one that's already confusing everybody.)
"Staff Augmentation" sales page for Paro
"Financial Health Check" sales page for NewCastle Finance
Let's be clear.
Call in a copywriter who can make your message click.Because nobody buys things they don’t even understand.
Web Copy Project #1
"Staff Augmentation" sales page
A classic “info dump” page turns into a sophisticated story grounded in the reader’s reality.
Before
Jumbled organization that’s a slog to decipher
Clumsy language stuffed with jargon
Mountains of missing context
Half-hearted proof, dropped in at random
Hero section
After
Intuitive flow: first orients you, then deepens the narrative
Plain language that doesn't tax your brain
Concrete use cases you can instantly recognize
Powerful quotes and stats marshaled to make clear points
Hero section
Put me to work
Web Copy Project #2
"Financial Health Check" sales page
A bare-bones service description becomes a persuasive case for how this 3-week audit can transform your business.
Before
Vague language hides all the benefits
No indication who it’s for or why you’d need it
Lack of detail makes you uncomfortable saying yes
Virtually no proof
The complete original
After
Clear value prop, supported with a vivid problem section
Specific pain points so you know if you're a fit
In-depth look at the process reduces fear
Sharp testimonials that back specific claims
Hero section only
Put me to work
Featured
Website conversion projects
Project #1
"Staff Augmentation" sales page
A classic “info dump” page turns into a sophisticated story grounded in the reader’s reality.
Project #2
"Financial Health Check" sales page
A bare-bones service description becomes a persuasive case for how this 3-week audit can transform your business.
Heads up, the best stuff is up there. ⬆️
But yes, in truth, there is more.
Ok, fine, here you go.
Bonus Samples
Here are some other things you might want me to tackle while I’m sprucing up your site.Because who wants to hire two writers for one job?
Bonus Samples
Emails and blog content
Email strategy & copywriting
Groupon Select launch
We wanted to convince Groupon users to join a new premium membership program. But first, we had to solve a dilemma.
Long-form content writing
Charity ratings guide (3,500-word blog post)
Our sophisticated readers loved details, but existing articles on this topic were all paper-thin. So we went the other way with it.
Headline writing
Collected article headline edits
A closer look at a special skill I’ve always had a knack for. (And one people keep asking me to do.)
Gallery of Wonders
Social posts, banner ads, and assorted curiosities
Put me to work
You're building something great.
I can prove it.
Fill in the form to get started. I'll respond within 1 business day.
You can also message me here:
[email protected]
Sean O'Toole
Conversion-focused website copywriter.
Clarity connoisseur. 💎
Yuh-oh, your copy's looking pretty confusing.Click through to make me clear it up.
Where we're starting 🪨
1) Unbury the value
2) Put in more problem
3) Say it their way
4) Use proof to prove things
The final product 💎
From clunky to clear
Compare before & after
Well looky there, we nailed it. Seems like we work pretty well together...
Meet the guy you just did that with
Sean O'Toole
In the game since 2010
Early hire at Groupon (and got to see the rise and fall)
200+ hrs. of Copyhackers and CXL conversion training
Two Webby Awards for Best Copywriting, zero friends who are impressed by that
Suggested soundtrack
"Don't Let Me Be Misunderstood"
by Santa Esmeralda
Suggested soundtrack
"Don't Let Me Be Misunderstood" by Santa Esmeralda
Secret Sample Stash: The Onion 🔒
Due to the strict ethical standards of fake journalism blah blah blah
Lift conversion
📈
Get more leads and sales from the audience you already have.
Improve lead quality
🤝
Attract better fits who need less persuading because they already get it.
Cut acquisition costs
💲
Higher conversion = lower CAC. (That’s just math.)
Your copy isn't clicking
Low conversion
High bounce / poor site engagement
Confused or bad-fit leads
Nagging sense you’re not getting through
Plus maybe...
You've got an extra clarity challenge
Unfamiliar product
Multiple audiences
Jargon-prone industry
Crowded market where you need to differentiate aggressively