Because you have something to say.
Text. Content. Structure.
Content with Clarity and Structure
Your website should show what you stand for, what you offer, and what sets you apart from others. To do that, it needs more than just a nice layout: it needs a clear structure, easy-to-understand content, and a design that reflects who you are and what you offer.
Text & Editing | What It Takes
Content with a Concept
SEO & Discoverability
UX Writing & Dramaturgy
Structure & Logic
Before the first sentence is written, the content needs a clear direction. What information is essential? What message do you want to convey to your audience? And how can you organize the content so that it’s easy to understand and grasp quickly? This forms the foundation for the rest of the writing process and provides a clear framework to guide the individual elements of the content.
Content Focus
We start by gaining a thorough understanding of you, your offerings, and the people you want to reach. We work out what’s truly important, what areas to focus on, and what needs to be communicated. This forms the basis for a clear direction in terms of content for all of our copywriting work.
Page & Content Structure
The order and emphasis of information play a key role in determining how understandable content is. I structure topics logically, develop clear information hierarchies, and organize content so that connections can be quickly grasped and visitors can easily navigate through the individual pages.
Message & Key Priorities
Not all information is equally important. I identify what makes your offering unique, which points are most important, and what should leave a lasting impression on your audience. This results in clear focal points and messages that run through your individual content and your entire website.
Text & Tone
Good writing doesn’t just convey information—it also communicates attitude and personality. It’s not just about what’s said, but also about how it sounds. I craft copy that gets straight to the point while maintaining a distinctive linguistic style—clear, distinctive, and tailored to you, your offerings, and the people you want to reach.
Website Copy
I write content for individual pages or an entire website—from concise introductions and service descriptions to more detailed content. In doing so, I ensure that the key messages are easy to grasp, that the context is clear, and that the text as a whole follows a clear line of thought.
Language & Style
Word choice, sentence structure, rhythm, and linguistic details all play a role in how a text comes across. I develop a style of writing that suits your company and your offerings—clear and professional, without sounding generic or interchangeable.
Tone & Style
Personal or objective, direct or reserved, casual or formal: The right tone depends on who you are and who you’re addressing. Based on that, I develop a consistent stylistic approach that is recognizable across the various pages and content sections.
Editing & Proofreading
Not every text needs to be rewritten from scratch. Often, a good foundation is already in place, but the content has expanded over time, become linguistically inconsistent, or no longer accurately reflects what’s being offered. I revise existing texts in terms of both content and language, refine their structure, focus, and tone, and restore them to a clear, coherent form.
Copy Editing
Editorial work goes beyond individual phrasing. I review the structure, clarity, and emphasis of the content; I condense sections where the text has become too lengthy, and I fill in gaps where something is missing. This makes the messages clearer and ensures the content follows a coherent thread.
Editing & Proofreading
I review texts for language, style, grammar, spelling, and punctuation, while also ensuring readability and linguistic consistency. Depending on the needs, this can range from a light proofreading to a more comprehensive linguistic revision.
Updates & Revisions
Companies and their offerings continue to evolve, but existing content doesn't always keep pace automatically. I update outdated information, restructure content that has grown over time, and revise text wherever it no longer reflects the current status or the company's current image.
SEO & Discoverability
Good content must be understandable to people and, at the same time, able to be properly indexed by search engines. Basic on-page SEO is therefore part of my copywriting work. This doesn’t mean artificially tailoring content for search engines, but rather sensibly combining relevant keywords, a clear structure, and high-quality content.
Search Terms & Content
I take relevant keywords into account and incorporate them into the text where they make sense in terms of content. The key is to ensure that the content sounds natural, is easy for your visitors to understand, and is truly relevant to your offerings and the topic at hand.
Headings & Structure
A clear heading hierarchy helps visitors navigate the site while also making the page’s thematic structure clear to search engines. I organize content so that key points can be grasped quickly and the individual topics build logically upon one another.
Metadata & Optimization
Page titles and meta descriptions are also part of a solid content foundation. I craft them to suit each individual page, taking into account the topic, relevant keywords, and search intent, so that it’s clear right from the search results what the page is about.
UX Writing & Dramaturgy
Website content is read differently than longer, linear texts. Readers skim through content, skip sections, click buttons, and search for specific information. That’s why, when I write, I also keep in mind how text functions within a website. From short labels to the structure of longer pages, I develop content in a way that provides guidance, is easy to grasp, and effectively guides visitors through the website.
Microcopy & User Controls
Even just a few words can make a big difference in helping users find their way. I write labels for buttons, forms, accordions, teasers, and other user interface elements in a way that makes it clear what is meant and what happens next.
Reading Flow & Dramaturgy
Website content needs a structure that works even when readers are skimming quickly. I pay attention to appropriate paragraph lengths, subheadings, highlighting, and the order of individual content sections. This creates a natural flow that highlights key messages while leaving room for more detailed information.
Text & User Guidance
Language plays a role in how people navigate a website. I pay attention to how content refers to other parts of the site, what information is needed where, and how linguistic cues provide guidance. In this way, the text guides visitors through the individual pages, rather than simply functioning within individual blocks of text.
It is important to me to organize and phrase content in a way that makes it understandable without losing its unique character. Clear language can be precise and nuanced, yet still direct.
– Michelle Amthor –
What services does the Text & Editorial department offer?
The Text & Editorial department is responsible for developing new content as well as revising and editing existing content. This includes, among other things, website copy, corporate and informational texts, editorial articles, content for digital and print media, and the linguistic revision of existing materials.
Depending on the assignment, text editing may also include proofreading, structuring the content, developing an appropriate tone and stylistic approach, as well as basic or advanced SEO considerations.
Do you just write new content, or do you also edit existing content?
Both are possible. I can write new content from scratch or edit, restructure, and refine existing material.
The extent of the editing depends on the source material. Sometimes a targeted revision is sufficient; other times, it becomes clear that certain sections need to be rethought, expanded, or rearranged.
Do you also take SEO into account when writing content?
Yes. Fundamental SEO considerations are incorporated into the copywriting process. These include a clear page and heading structure, well-defined thematic focus, and content that is understandable to people and easy for search engines to index.
Depending on the project and the agreed-upon scope of services, SEO optimization can be taken a step further—for example, through targeted keyword research and corresponding content strategy. However, comprehensive SEO campaigns and ongoing SEO support are not part of my core focus.
Which writing and editing services can I also order individually?
Copywriting and editorial services can also be commissioned independently of a web design project. We can develop new content as well as revise, organize, and edit existing content.
This can apply to website content as well as other business or editorial texts. The scope and nature of the editing depend on the specific source material and its intended use.
How are writing and editing services billed?
I generally bill for writing and editing services based on the actual time and effort involved. The extent of this effort depends on the specific task, the available material, and the desired level of editing.
For clearly defined projects, a fixed price may alternatively be agreed upon in advance.
Looking for an answer about a specific service? You’ll find more FAQs on each individual service page.
What you have to say deserves language that suits you and your offerings. I create new website copy or revise existing content—clearly, thoughtfully, and with a keen sense of tone, structure, and impact.
The Complete Package
Web Design
Text and structure are often just one part of the whole. If you’re looking to revamp your visual and technical presence as well, I’ll develop a custom website for you—from concept and design all the way through to implementation using WordPress and Elementor.
Visual Communication
Graphic & Print Design
Some content requires more than just words. I create graphics, illustrations, and print materials that convey information visually and blend seamlessly into your existing brand identity or a new design concept.
Ongoing Website Maintenance
Care & Maintenance
Do you need regular updates or help with your content? I also offer editorial maintenance for existing websites. I handle all technical maintenance for websites that I developed and built myself.