Sean O'Toole
Conversion-focused
website copywriter
Let a Webby-winning conversion geek clarify your copy, so everything you say just clicks.
In the game since 2010
Early hire at Groupon (and got to see the rise and fall)
200+ hrs. of Copyhackers conversion training
2 Webby Awards for Best Copywriting, 0 friends who are impressed by that
"This type of talent is extremely rare."
"Sean is my secret weapon. He got a lot of materials to go through, and what he delivered was pure magic.I've worked with other copywriters and let me tell you, this type of talent is extremely rare. Do yourself a favor and book him while you still have a chance."
- Kathy Svetina
Founder, NewCastle Finance
Copywriting is easy.
All you have to do is define your true value and articulate the hidden problem and find the right USP and explain the unique mechanism and dimensionalize the benefits and knock down their objections and back all your claims with airtight proof.And sure, you also need to frame it all to match your reader’s stage of awareness, sophistication level, prior beliefs, and most deeply felt social and emotional desires.And you really should put all that into language that’s plain but not generic, and direct but not dry, and professional but friendly, and detailed but easy to skim. Punchy, too.Oh, and one last thing: keep it concise. Nobody reads online.
Get website copy they'll actually understand
By now you know—telling a simple story can get complicated, fast.So call in a Webby-winning conversion geek to clarify your copy the sanest way we’ve got: by studying how your customers speak.Because no one should leave your site not knowing why you’re wonderful.
Website upgrades
🔨
Landing pages
💻
Conversion optimization
📈
Samples
Paro's “Staff Augmentation” sales page
Industry: B2B finance
Role: Landing page copywriting
2024
To the target reader, this CPA staffing service feels like a major leap.So converting cold traffic requires an argument so clear, thorough, and specific that even newcomers can buy in.Too bad the original page was barely even trying to build one.
NewCastle Finance home page
Industry: B2B finance
Role: Brand strategy & copy
2024
This boutique fractional CFO company knew exactly who they were good at helping: small, women-owned businesses that were outgrowing their simple financial infrastructure.But their old site was talking all around that idea without ever spitting it out. So this rewrite makes it unmistakable, from the headline on down.
Email Case Study: Groupon Select launch
Industry: Ecommerce
Role: Email strategy & copy
2019
How do you write for an audience that already loves your company but has no clue what your new premium membership involves?That was the thorny “stage of awareness” dilemma we had to solve to successfully launch Groupon Select (i.e. Groupon’s Amazon Prime).
Charity Ratings Guide Pts. 1 & 2
Industry: Nonprofit
Role: SEO content writing
2022
We knew our audience of informed, sophisticated donors liked details.
But existing articles on this topic were paper-thin and read like they’d all been plagiarized from each other.So we saw an opportunity in going deep.The result: a 2-part, 3500-word mega post that could knock the socks off prospective givers.
Bonus: Headline Writing
Industry: Various
Role: Blog & newsletter writing
2016-2025
Headlines have to work harder than ever to earn our attention. These “before and after” headline edits show how to fight hard for clicks without sounding like clickbait.
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