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”
Rely on a "voice of customer" research 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 / complex product
Multiple audiences / use cases
Early awareness prospects
Crowded market where it's hard to differentiate
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
Define the transformation
Match their "job to be done"
Say one thing well
Get organized
Get specific
Break it into beats
Dimensionalize the benefits
Make headers work harder
Remove room for doubt
Teach why it's true
Pick a fight
Make it sticky
Leave in the dangerous thing you want to delete
Cut the fluff
Add the missing piece
Simplify, simplify
So you can do this.
Clarify your message.
Build a cohesive case that distracted, doubt-filled 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
LTV
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
Drawing out the hidden narrative from a hasty placeholder page
Financial Health Check
sales page
Turning a bare-bones service description into a pitch you're proud to share
I can explain.
Call in a copywriter who can make your message click.Because nobody buys things they don’t even understand.
Website Conversion Project #1
Staff Augmentation sales page for Paro
A rushed placeholder page becomes a truthful story readers recognize—and a 6-month content plan in disguise.
The company
Paro is a talent-matching platform for companies looking for financial service providers. Think Upwork for tax and accounting pros, except with far stricter vetting and with the matching done for you.
The offer
Staff augmentation is Paro’s short-term “white labeling” service for CPA firms. You might use it to bring on extra help during tax season, or to find specialists to handle tricky client requests.
⚠️ Clarity risks ⚠️
1) Multiple use cases. Staff aug is a handy tool for small, midsize, and large firms—but all for different reasons.2) High stakes. Adding staff is so scary that a few unanswered questions could doom the whole offer.3) Existing “minimum viable” page. We couldn’t get hung up on the hasty message we had. This page needed a teardown, not a tweak.
Before
Jumbled organization
Clumsy phrasing and jargon
Missing crucial context (especially "problem" & "use case")
Half-hearted proof, dropped in at random
After
Intuitive flow: first orients you, then deepens the narrative
Direct, conversational language
Concrete use cases you can instantly recognize
Powerful quotes & stats that support clear points
Clearly Better
6 big ways I solved this page's clarity problems
1) Say it their way
Replace jargon and fluff with more natural language.
2) Put in more problem
When you call out current pain points, the benefits seem clearer in contrast.
❌ Not like this
All benefits, no pain points. It's like only telling the end of the story.
✅ Like this
Contrast the pain with the benefit to help readers "see the difference."
3) Get organized
Restructure the page to move readers through the “stages of awareness.” Then close with a strong call to action that reminds you what it all means.
4) Make headers work harder
Lead with each section’s main idea so even skimmers get the point.
❌ Not like this
What’s the connection between “No more strain to meet demand” and the skill menu? I don’t know!
✅ Like this
A strong header not only matches the details, but frames them in a favorable way.
5) Remove uncertainty
Customers hate being in the dark. Show them exactly what to expect when they say yes.
❌ Not like this
Ok but like, then what happens? And how does any of this work?
✅ Like this
More specific = less scary. Don’t leave room for doubt.
6) Use proof to prove things
Don’t just sprinkle proof points all over like Lawry’s. Position them like concrete pillars wherever your case needs support.
❌ Not like this
Lost little proof puppies, roaming the page
in search of a point
✅ Like this
Claim and proof, moving in tandem
like tango partners
Put me to work
Website Conversion Project #2
"Financial Health Check" sales page for NewCastle Finance
A bare-bones service description becomes a persuasive case for how this 3-week audit can transform your business.
The offer
The Financial Health Check is a systematic scan of how your small business manages money, performed by a CFO. It helps you uncover the root causes of your confusion, so you can make better-informed decisions and avoid costly mistakes.
⚠️ Clarity risks ⚠️
Complex offer. This audit checks for dozens of issues across 5 distinct categories. The page needs to do justice to that scope without overloading you with info.High stakes. A $10,000 price tag isn’t intimidating for the right client. But a lengthy dive into their books might be. We’ll need a tidy case to earn that kind of access.Low awareness & sophistication. The small businesses that most need this service often don’t realize how broken their financial systems really are. So before we can sell them the solution, we’ve got to spell out their problem, in simple terms that make sense to a newcomer.
Before
Vague language hides all the benefits
No indication who it’s for or why you’d need it
Lack of detail scares you off
Virtually no proof
The complete original
After
Clear value prop and vivid problem statement
Specific pain points so you know if you're a fit
In-depth look at the process to reduce fear
Sharp testimonials that back specific claims
Hero section only
Put me to work
Featured
Website conversion projects
Project #1
"Staff Augmentation" sales page
Drawing out the hidden narrative from a hasty placeholder page
Project #2
"Financial Health Check" sales page
Turning a bare-bones service description into a pitch worth showing off
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, this copy's looking pretty confusing.Click through to make me clear it up.
Where we're starting 🪨
1) Stake out the position
2) Add the contrast
3) Get specific
4) Say it their way
The final product 💎
* Fictional demo project. You get it.
Done! Now let's eat pretzels and admire our work 🥨🥨🥨
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 conversion training
Two Webby Awards for Best Copywriting, zero friends who are impressed by that
Go deeper on the demo
We only fixed the hero. Now see what happens when you polish the whole page.
Or, go to the main site
Or, go deeper on the demo - see me polish the whole page
Go deeper on the demo - see me polish the whole page
Wanna go deeper? See me polish the whole page. (And honestly, that's way underselling it.)
Compare before & after
Go deeper on the demoSee me polish the whole page
Compare before & after
Behind the scenes:
Always check the deck
How did I quickly spot what this page needed?Hear my favorite tip for finding what your site forgot to say. (Warning: gets deep.)
From clunky to clear
You guys, that was just the hero. Now see what happens when you polish the whole page.
Compare before & after
Clarity shortcut: The storytelling gold buried in your sales deck
See my favorite trick for finding what your site forgot to say
The ol' sales deck shortcut
How did I quickly spot what this page needed?I used my favorite tip for finding what your site forgot to say. (This gets deeper than you think.)
(AKA Mr. Explainer Man)
Yuh-oh, your copy's looking pretty clunky. And your customers are so very confused. 😕Click through to make me clear things up.
Hey look, they get it! 🤩And that means we did it! Seems like we work pretty well together...
Now comes the fun part: admiring our work.
[full before and after, annotated after, "how I found the missing piece" video]
Done! Now let's eat chocolate and admire our work 🍫
Done! Now let's admire our work and eat crullers
Done! Now let's admire our work over dumplings 🥟🥟🥟
The copywriter who helps you say what you're trying to say
Where we're starting* 🪨
1) Call it what it is
2) Surface the value
3) Put in more problem
4) Deepen the benefits
5) Say it their way
6) Use proof to prove things
The final product 💎
Yuh-oh, your copy's looking pretty confusing.Click through to make me clear it up.
Where we're starting* 🪨
1) Stake out a position
2) Put in the problem
3) Get specific
4) Say it their way
5) Use proof to prove things
The final product 💎
How the nature of websites suckers us into bad storytelling - tricks us into shortchanging the story
Deeper, truer, clearerSee how your site transforms when you root it in the reader's reality
So deep, so true, so real
Imagine connecting your company to a problem this profound
Click to let me walk you through what you're looking at and why it's cool. Cool?
Website Copy Walkthrough #1
Staff Augmentation service page for Paro
A rushed placeholder page becomes a dazzling argument rooted in the reader’s reality—and a 6-month content plan in disguise.
The Project
The Client
Paro, a talent platform for finance professionals
The Assignment
Clean up this confusing service page to reveal the value it was tragically obscuring
The Biz Goals
Improve lead quality
Lift conversion among target segment
Lower CAC
The Larger Aim
Develop a clear story map for a fancier funnel down the line
The Clarity Risk
Complex differentiation
A wealth of benefits (speed and quality and convenience and flexibility), all competing for emphasis
"We're gonna need a bigger board."
Bonus Challenges
Multiple use cases
Jargon-y industry
High-consideration purchase
The Keys to Victory
Narrow the ICP
Defining the audience tells you what pieces to play up.
Add a story structure
A problem / solution format brings order to jumbled info.
Make it visual
With so much to cover, the images have to add to the argument (not just look pretty).
The Work
Before
A rushed “minimum viable” page you have to fight to interpret
Baffling organization
Vague claims and jargon
Tons of missing context
Half-hearted proof, dropped in at random
Barren design
After
A complete and dazzling argument, alive with specifics
Matches the customer journey beat by beat
Direct, natural language
Rich detail
Powerful proof tied to clear claims
Helpful visuals galore
Full disclosure: The “after” sample is a revised version of what was actually published, reworked in Copy School (IYKYK). I’m using it here because it best represents my skills. And 'cause I like it.
How to read this
"one-page funnel"
See how this page is like a lively chat with a great listener.When we talk about empathy in marketing, this is what we mean.
Now let's look at what was going on...
The Situation
Paying off "message debt"
As a fast-growing company, Paro had been launching new services more quickly than it could clearly communicate them.
Soon its site was filling up with “minimum viable” pages that had all the hallmarks of a rush job.
These flaws weren’t anyone’s fault! They were just the natural consequence of working quickly.Just as software engineers might accept “tech debt” in their code when they’re hustling to ship, Paro had taken on “message debt”—messy work they knew they’d need to clean up later.So they asked me to step in and start scrubbing.
The Big Fix
Narrow the audience, sharpen the story
The case for this service was unusually complex.It had to connect industry trends (the CPA talent shortage), multiple differentiators (speed and quality and...), and an unexpected outcome (new staffing strategies).
So how do you find the right framing when you've got so much to say?You identify your most important audience, and let the story flow from there.
The best customers want a long-term growth tool, not a one-time Band-Aid
The other elements could still appear as details, but the primary story was set.And to make sure readers couldn't miss it, I laid it out in simple form right up top.
Other Major Upgrades
4 ways this page acts like a helpful sales rep
1) Lead with the value
Don’t waste time with fluff. Just say what it is and why that matters.
2) Show the difference
Anchor your benefits to a baseline to make them easier to understand.
3) Get specific
Replace vague claims and jargon with details readers recognize
4) Be the expert guide
Explain their options. Offer advice. Address nagging doubts.A great page makes you say, “Jeez, these people know their stuff.”
The Result
A one-page funnel that mints good-fit customers and maps your content for you
What do I mean by “one-page funnel”?I mean this page walks you through each stage of awareness in order, plausibly taking you from “what is this thing?” to “I’m ready to reach out” in one go.
For the business, a page like that means...
More good-fit leads
Because you’re making your value unmistakable
Shorter sales cycles
Because clients come to you largely convinced
Lower CAC
Because the same traffic cost with better conversion = lower CAC (that’s just math)
But it also means something for you as a marketer. It means that for the next 6-12 months, you’ve got a complete story to reference for content inspiration.And if you keep extending that story across your assets, you’ll soon own an exceptionally consistent customer journey, with dozens of touchpoints all making the same case.
The page is the plan
Extending this page’s story across a full funnel
A clear story makes everything easier.
Reach out to be next
on my board
Website Copy Walkthrough #2
“Financial Health Check” sales page for NewCastle Finance
Customer interviews reveal the rich human story that was hiding beneath a blah service description.
The Project
The Client
NewCastle Finance, a Fractional CFO firm for small, women-owned businesses
The Assignment
Replace a bare-bones description with a vibrant case for this acclaimed consulting package
The Biz Goals
Lift conversion
Improve lead quality
Shorten the sales cycle with better pre-selling
The Larger Aim
Deepen the brand’s story in a way that could ripple through the rest of the company
The Clarity Risk
"Iceberg" benefits
Crucial selling points that are far from obvious until you point them out
Bonus Challenges
Complex offer
High-ticket item ($10K)
Jargon-y industry
The Keys to Victory
Study "voice of customer"
Interviews reveal the surprising ways your audience sees you.
Define the deeper value
Great copy speaks to what we ultimately want, like belonging, status, or, in this case, control.
Pack in the specifics
What it solves, how it works, who it’s for—the differentiation is in the details.
The Work
Before
A forgettable muddle of LinkedIn lingo
Vague, evasive claims
Generic phrasing
Inward focus on the service itself
No proof
After
A rich story of how the reader will succeed
Detailed promises
Natural, VoC-inspired language
Larger narrative about the reader's struggles
Vivid demo & social proof
Full disclosure: The “after” version was revised after the fact as part of a Copy School project. Includes temp testimonials.
Now let's look at what was going on...
The Situation
Sensational service, lifeless pitch
It’s a maddening problem: you’ve got an offer customers love. But when you try to describe it, the things that make it special don’t shine through.
If you’ve got something this fantastic to offer, your site should tell the world that as clearly as it can.And that means replacing bland business speak with the terms your readers reach for.
The Big Fix
Using voice-of-customer data to add the missing depth
NewCastle Finance isn’t a large operation, but they had wisely invested in something even huge companies often neglect: customer interviews.That meant I had lots of actual customer language to mine for guidance. And it didn’t take long to strike gold.
Money isn't everything
Clients cared more about finding calm than making cash
Strange as it might sound, “financial insights” were low on the list of what clients valued about this financial consulting package.What they really loved was much more subjective—a sense of relief. (Copy geeks might call this the service’s “emotional job-to-be-done.”)But that deeper benefit was invisible on the original page. So I set out to bring it to the surface, where readers could see it.
The Result
A page so much clearer it changed how the company communicates
It was time to build a page that made the “chaos to order” message unmistakeable.
But it wasn’t enough to simply state that idea once. I had to frame the whole page around it, so the story would feel consistent.
The headlines sketch the story
Sanity, not just spreadsheets
The result was a page that finally lived up to the service it was selling—one that could wow you and woo you and make you feel like you were really onto something special.But the payoff wasn’t just a more persuasive page. The new, deeper framing worked its way through NewCastle’s messaging, helping potential clients quickly understand the company wherever they encountered it.
Speaking of customer interviews...
Here's one more quote for the road:
Let's see what's under the surface
