Human and AI Optimised Copywriting and Strategy. For Irish SMEs.
Human and AI Optimised Copywriting and Strategy. For Irish SMEs.
Human and AI Optimised Copywriting and Strategy. For Irish SMEs.
For businesses offering high-value services and considered purchases
For businesses offering high-value services and considered purchases
"If you're not talking to AI, it's not telling your buyers about you."
"If you're not talking to AI, it's not telling your buyers about you."
"If you're not talking to AI, it's not telling your buyers about you."
Email me and we'll arrange a chat. You'll know in less than 20 minutes if I'm a good fit for your business.
Email me and we'll arrange a chat. You'll know in less than 20 minutes if I'm a good fit for your business.
What I do
What marketing in an age of AI means for your business
More and more Irish buyers are using AI to find, vet and to compare you to your competitors*. I write copy and marketing systems that communicate your full value to AIs as well as your human buyers.
More and more Irish buyers are using AI to find, vet and to compare you to your competitors*. I write copy and marketing systems that communicate your full value to AIs as well as your human buyers.
Be seen by ChatGPT, Perplexity, Claude and Google's AI as a clear and safe choice to recommend.
Be seen by ChatGPT, Perplexity, Claude and Google's AI as a clear and safe choice to recommend.
Deliver messages that convert visitor interest and curiosity into high buying intent.
Deliver messages that convert visitor interest and curiosity into high buying intent.
*(Deloitte Digital Consumer Trends 2026, Irish Edition)
ABOUT
What your buyers need before they'll say yes to your offer
Businesses lose buyers not because their offer is weak, but because their marketing leaves questions unanswered*. Questions around trust, fit, value, and competitive differentiation. Buyers need all four resolved before they commit. I use buyer psychology, direct-response strategy and modern copywriting to answer those questions, turning hesitation into buying confidence. And above all, to answer the most important question of all: Why should they buy from you?
Businesses lose buyers not because their offer is weak, but because their marketing leaves questions unanswered*. Questions around trust, fit, value, and competitive differentiation. Buyers need all four resolved before they commit. I use buyer psychology, direct-response strategy and modern copywriting to answer those questions, turning hesitation into buying confidence. And above all, to answer the most important question of all: Why should they buy from you?
*(The 2025 B2B Buyer Experience Report, Edelman-LinkedIn 2024/2025 Thought Leadership Impact Report, ICERTIAS Consumer Decisions Report)
Services
Conversion Websites
What is a Conversion Website?
What is a Conversion Website?
A conversion website is designed to turn your visitors into leads or buyers rather than simply provide information. It uses strategic messaging, clear calls to action, and buyer psychology to guide prospects through a decision-making process.
For service businesses, this typically means converting site visitors into consultation bookings or direct enquiries.
For sales, it might be a direct purchase or book a sales call.
It also uses best practices in Generative Engine Optimisation (GEO) to make sure visiting AIs can easily see who you are and why you are worth recommending.
A conversion website is designed to turn your visitors into leads or buyers rather than simply provide information. It uses strategic messaging, clear calls to action, and buyer psychology to guide prospects through a decision-making process.
For service businesses, this typically means converting site visitors into consultation bookings or direct enquiries.
For sales, it might be a direct purchase or book a sales call.
It also uses best practices in Generative Engine Optimisation (GEO) to make sure visiting AIs can easily see who you are and why you are worth recommending.
website projects
Communicate your full value
Communicate your full value
Present visitors with clear reasons to choose you
Present visitors with clear reasons to choose you
Post-Project Support
Post-Project Support
Lead Generation
How does strategic lead generation work?
How does strategic lead generation work?
Strategic lead generation identifies where your best-fit buyers are, what they need to hear to become interested, and when to deliver each message after that.
The result is a pipeline of qualified prospects who arrive already engaged, not cold contacts who need convincing from scratch.
Strategic lead generation identifies where your best-fit buyers are, what they need to hear to become interested, and when to deliver each message after that.
The result is a pipeline of qualified prospects who arrive already engaged, not cold contacts who need convincing from scratch.
Lead generation
Lead-acquisition strartegy
Lead-acquisition strartegy
Pipeline design and delivery
Pipeline design and delivery
Ongoing support
Ongoing support
Sales Copywriting
What makes effective sales copywriting?
What makes effective sales copywriting?
Effective sales copy doesn't try to "sell". It knows better. Instead, it puts the right offer in front of the buyer it can help most, then resolves every objection standing between them and a decision.
Direct response copywriting works because it is built around how buyers actually make decisions, not how sellers want them to.
Effective sales copy doesn't try to "sell". It knows better. Instead, it puts the right offer in front of the buyer it can help most, then resolves every objection standing between them and a decision.
Direct response copywriting works because it is built around how buyers actually make decisions, not how sellers want them to.
Sales funnel strategy & copy
Full sales campaigns
Full sales campaigns
Sales pages/emails/letters
Sales pages/emails/letters
Short or long sales cycles
Short or long sales cycles
Hourly and Fixed-Price Services
What if I don't need a full project?
What if I don't need a full project?
Not every marketing problem requires a full campaign. Hourly and fixed-price services cover consulting sessions, fast-turnaround copy jobs, copy reviews, and marketing audits.
That's expert input at the scope and budget that fits what you actually need right now.
Not every marketing problem requires a full campaign. Hourly and fixed-price services cover consulting sessions, fast-turnaround copy jobs, copy reviews, and marketing audits.
That's expert input at the scope and budget that fits what you actually need right now.
By-the-hour services
Consulting
Consulting
Fast-turnaround copy work
Fast-turnaround copy work
Copy reviews/editing
Copy reviews/editing
Marketing Audits
Marketing Audits
GEO Reports and Consultations
GEO Reports and Consultations
“Working with Paul was like getting a blood transfusion for our organisation.”
He was able to quickly work out what we needed, before injecting the right words, ideas and stories, all in the right order, so that our copy is cohesive, snappy and we are telling the real story of our brand.
It galvanised us to have better conversations as business leaders and to understand where our value lies.
Laura McInerney |
CEO & Co-Founder of Teacher Tapp |
Education Columnist for The Guardian, UK
“Working with Paul was like getting a blood transfusion for our organisation.”
He was able to quickly work out what we needed, before injecting the right words, ideas and stories, all in the right order, so that our copy is cohesive, snappy and we are telling the real story of our brand.
It galvanised us to have better conversations as business leaders and to understand where our value lies.
Laura McInerney |
CEO & Co-Founder of Teacher Tapp |
Education Columnist for The Guardian, UK
“Working with Paul was like getting a blood transfusion for our organisation.”
He was able to quickly work out what we needed, before injecting the right words, ideas and stories, all in the right order, so that our copy is cohesive, snappy and we are telling the real story of our brand.
It galvanised us to have better conversations as business leaders and to understand where our value lies.
Laura McInerney |
CEO & Co-Founder of Teacher Tapp |
Education Columnist for The Guardian, UK
VIP client care. Even if we never work together.
VIP client care. Even if we never work together.
What does it look like to work with me?
What does it look like to work with me?
Every project follows four stages: an obligation-free discovery call to establish fit, a written proposal with clear scope and goals, project delivery with dated milestones and direct access, and a minimum of 12 months post-project support at no additional cost. No surprises. No handoffs to junior staff or AI copy.
Every project follows four stages: an obligation-free discovery call to establish fit, a written proposal with clear scope and goals, project delivery with dated milestones and direct access, and a minimum of 12 months post-project support at no additional cost. No surprises. No handoffs to junior staff or AI copy.
Step 1
Establishing Fit
Before you decide if you'd like to work with me, we talk. I get a full understanding of what you want to achieve, and you ask what you need to know to see if I'm a good choice for you.
Before you decide if you'd like to work with me, we talk. I get a full understanding of what you want to achieve, and you ask what you need to know to see if I'm a good choice for you.
Obligation-free discovery call
Obligation-free discovery call
Open discussion about what might be possible for you
Open discussion about what might be possible for you
Define project scope
Define project scope
Step 2
Your Choices
Once I fully understand your business, your buyers and what you want to achieve, and if I believe I can help you, I write my proposal.
Once I fully understand your business, your buyers and what you want to achieve, and if I believe I can help you, I write my proposal.
At least one project option
At least one project option
Clear project scope and timeline
Clear project scope and timeline
Well-defined project goals
Well-defined project goals
Step 3
Your Project
If you agree on a project, we set our start and completion dates. I'm your project manager and I'll take care of all the heavy lifting.
If you agree on a project, we set our start and completion dates. I'm your project manager and I'll take care of all the heavy lifting.
Clear, dated project milestones
Clear, dated project milestones
Fast access to me and scheduled updates
Fast access to me and scheduled updates
Your approval on all key decisions
Your approval on all key decisions
Step 4
Post-Project Support
Marketing, like most things in business, is never a one-and-done deal. That's why I always include post-project support for free.
Marketing, like most things in business, is never a one-and-done deal. That's why I always include post-project support for free.
Minimum 12-months support
Minimum 12-months support
Minimum 2 x free consulting calls
Minimum 2 x free consulting calls
Year-end review of project's performance.
Year-end review of project's performance.
Business focus
Marketing that speaks the language of a P&L
Marketing that speaks the language of a P&L
How do I approach a marketing project?
How do I approach a marketing project?
Every project starts with business metrics, not marketing metrics. The focus is on three numbers: cost to acquire a customer (CAC), lifetime value (LTV), and average order value (AOV). Strategy and copy are designed to move at least one of these. If a marketing activity can't be connected to one of them, it doesn't belong in the plan.
Every project starts with business metrics, not marketing metrics. The focus is on three numbers: cost to acquire a customer (CAC), lifetime value (LTV), and average order value (AOV). Strategy and copy are designed to move at least one of these. If a marketing activity can't be connected to one of them, it doesn't belong in the plan.
We consulted with Paul on our client acquisition strategy as we were unsure how to position ourselves in our niche and market our experience and capability.
Paul helped us focus on our present and future visions for our business. He was very methodical, thought-provoking and his supportive and challenging style were just what we needed.
We would certainly recommend working with Paul if you are looking for a marketing 2.0 reboot; a fresh approach focused not just on your current requirements, but also on your mid and long-term goals.
John Condon | Condon Consulting
Healthcare Services
We consulted with Paul on our client acquisition strategy as we were unsure how to position ourselves in our niche and market our experience and capability.
Paul helped us focus on our present and future visions for our business. He was very methodical, thought-provoking and his supportive and challenging style were just what we needed.
We would certainly recommend working with Paul if you are looking for a marketing 2.0 reboot; a fresh approach focused not just on your current requirements, but also on your mid and long-term goals.
John Condon | Condon Consulting
Healthcare Services
Results and Deliverables
What kind of results and projects have I delivered for my clients?
Beat the control on sales copy for $157k gold bullion bars
Beat the control on sales copy for $157k gold bullion bars
12-month LinkedIn Lead Generation and Sales Funnel to fill an $80k coaching program
12-month LinkedIn Lead Generation and Sales Funnel to fill an $80k coaching program
90% lead generation opt-in for multi-year sales-cycle lead generation
90% lead generation opt-in for multi-year sales-cycle lead generation
Designed and ran a zero-cost paid traffic "self-liquidating" front-end campaign
Designed and ran a zero-cost paid traffic "self-liquidating" front-end campaign
Sales email sequence that launched and filled two professional membership communities
Sales email sequence that launched and filled two professional membership communities
Brand messaging project that unified three brands
Brand messaging project that unified three brands
Turned a client's IP into a four-figure flagship course
Turned a client's IP into a four-figure flagship course
Took a client's GEO (Generative Engine Optimisation) technical and EEAT scores from 48% and 42% to 93% and 78% in just two days.
Took a client's GEO (Generative Engine Optimisation) technical and EEAT scores from 48% and 42% to 93% and 78% in just two days.
Support
Post-Project Support
What post-project support is included?
Every project includes a minimum of 12 months support. That's a minimum of two free consulting calls, and a year-end performance review, at no additional cost. Once a project is complete, preferential rates apply to all future hourly work and consultations.
Every project includes a minimum of 12 months support. That's a minimum of two free consulting calls, and a year-end performance review, at no additional cost. Once a project is complete, preferential rates apply to all future hourly work and consultations.
Articles
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Compliance Obligations for Business Websites : A Guide for Irish SMEs
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What Can Irish Business Coaches Learn from 100 Forbes Coaches' Marketing?
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AI SEO in Not GEO
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Compliance Obligations for Business Websites : A Guide for Irish SMEs
What does an Irish SME need on its website to be compliant with Irish and EU law?
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What Can Irish Business Coaches Learn from 100 Forbes Coaches' Marketing?
How well do elite coaches market themselves? What can Irish business coaches learn from how they communicate their position, value and their offer?
Marketing
Compliance Obligations for Business Websites : A Guide for Irish SMEs
What does an Irish SME need on its website to be compliant with Irish and EU law?
Marketing
What Can Irish Business Coaches Learn from 100 Forbes Coaches' Marketing?
How well do elite coaches market themselves? What can Irish business coaches learn from how they communicate their position, value and their offer?
Book a call. You'll know in less than 20 minutes if I can deliver value to your business.
Email me with a question or to book a 20-minute, obligation-free chat.