Website copywriter
Simple writing that converts

We write simply, but we don’t simply write.

Simple is hard. If it takes you seconds to read and no effort to process, you can be sure it took hours to write. This is precisely why all writers love the old saying:


“I would have written a shorter letter, but I did not have the time.”


But simplicity is critical to conversion, because humans are psychologically wired to instinctively trust simple things.


“…people prefer things that are easy to think about to those that are hard.”


So if your website copywriting isn’t easy to read, it isn’t working.

We engage

Good web copy is like a good conversation. Engaging, interesting, easy to follow.

So we use simple words, snappy sentences and short paragraphs. We say “you” when we’re talking to the reader. And we sometimes start sentences with conjunctions and end them with prepositions.

Partly because that’s how humans talk, and partly because reading online is harder and more rushed.

We learn, think and plan

But there’s more to good web copy than just the words. We have to grab your reader before someone else does, then get them reading and keep them reading.

And to do that we have to figure out exactly what they need to hear, and say it precisely when they need to hear it.

So we take the time to understand your business before we even start, and we put a great deal of thought into planning the message and its flow.

We guide

We can’t just blurt everything out in the first sentence. The human brain needs to be eased into these things. So we use ‘seeds of curiosity’, questions they can’t help but answer, statements they can’t help but nod to, scannable sub-headings that tell a story, bullet points, numbered lists, text callouts, quotes and testimonials, photos, diagrams, infographics, whatever…

In other words, we craft a message that guides your reader from point to point, and finally to your call to action.

We optimise for Google

And naturally if search engine traffic is important to you, we’ll also optimise your web copy. More information on SEO copywriting…

See some samples of our web copywriting

Take a look at the web copy samples below, or check out our full copywriting portfolio to see if we’re the web copywriters you’re after.

The best copywriter I have met. When it comes to making a bunch of complex points in a single short paragraph, and making it friendly and compelling, Glenn’s the best in the business.

John Winning Picture John Winning

CEO, Appliances Online

Silver Pistol was efficient and reliable to work with, to say the least. I felt extremely confident when outsourcing work to them for Toyota – one of our biggest and most important clients. They are extremely organized, dedicated and dependable when working to deadlines, and I have greatly appreciated their constant attention to detail. I would recommend them for any variety of projects, as they are creative and versatile, and they adapt very well to the needs of their clients. They have always walked the extra mile to meet particular needs, and I would be happy to use them again for future projects.

Hayley Browne Picture Hayley Browne

Toyota Account,
HotHouse Interactive Pty Ltd.

I’ve worked with Glenn on a number of web content projects over a number of years. I haven’t regretted selecting Glenn as my web writer once. I’ve carried out extensive testing on Glenn’s copy and each time, real samples of the target audience find that Glenn’s copy flows, is engaging and speaks directly to them. I have also enjoyed reading Glenn’s articles that have been published in leading industry publications. I definitely wouldn’t hesitate to recommend Glenn.

Tim McQueen Picture Tim McQueen

Digital Manager, Macquarie University

I've had the pleasure of working with Glenn and the Silver Pistol Team on and off on different businesses for over 10+ years. I go to Glenn when I am looking for a great copywriter, not just a good one. You get far more than persuasive, engaging content with the ability to write. You get a well organised and confident business partner that helps his clients meet their goals and asks the hard questions when needed. With their strong business acumen, they research deeply to become knowledgeable about the intended audience and the language they use daily. They can handle complex business models and comfortably work with companies that don't always have well-defined value propositions without breaking a sweat. Ultimately Silver Pistol has a unique ability to simplify words, get straight to the point and fuse together meaningful content that genuinely adds value. They do all this in a reliable, well organised and professional manner. I'd have no hesitation on recommending Glenn and Silver Pistol when you really need to kick some big goals and are looking for a top-shelf copywriting partner.

Nathan Stewart Picture Nathan Stewart

Owner, (marketing consultant for MicroSourcing)

Wow what you pulled together is fantastic, thankyou Glenn. You are a very talented man. Thankyou for what you have created for me. It makes sense, is accurate and reflects me and my way very well.

Dr. Jaime O'Sullivan Picture Dr. Jaime O'Sullivan

Founder, Fertility Science

We read your 1st draft copy last night and we were amazed! Never before has anyone understood our business as well as you have, and in such a short time! FABULOUS WORK!!! We LOVE it!

Dr. Loretta Malandro Picture Dr. Loretta Malandro

CEO, Malandro Consulting Group

Exactly what we wanted to say!

Adam Hodgkinson Picture Adam Hodgkinson

Business Manager, DAMsmart

Silver Pistol have been our go-to guys for copy, web design and development, for 10 years. Their work alone has increased our conversion rate by 40%, and they’re great guys to work with too. We’d never want to go elsewhere.

Adam Szmerling Picture Adam Szmerling

Owner, Bayside Psychotherapy

Glenn, I really like it! You have hit the style on the head.

James Ward Picture James Ward

CEO, Freestyle Media (Virgin's agency)

LOVE it!!! Laughed out loud [partly in sympathy for Roger] but think this is a great approach. I would think this may hit the target square on.

Annelies Roe Picture Annelies Roe

Founder, Anna Roe & Co

I have to tell you that you have been the most professional person I’ve dealt with in all my experience in setting up my business. It has been a joy working with you. You were efficient, prompt, professional, helpful, encouraging, charming and good value, which made me want to deal with you and I looked forward to your emails. I shall aspire to follow your example in my own business.

Debbie Smith Picture Debbie Smith

Director, Inside Solutions

This has to be the best piece of copywriting I’ve ever read. I think that your copywriting is exceptional and unsurpassed! It’s PERFECT! You understand subtleties and have worked in all the selling points perfectly!

Leanne Bell Picture Leanne Bell

Owner, Lea Bella Creative

The best copy that I have ever read!!!! PERIOD!!! In all my years, and all the different people I have ever worked with, I have NEVER had an entire project go so smoothly. I expected it to take a ton of effort on my end educating the writer, not to mention the months I was planning on spending with the writer going over every little detail until it was up to my standards. Instead, it turned out to be the easiest project I have ever overseen. You have become our creative backbone. It’s simple enough; without you, we wouldn’t be able to do it… you’re much more of a partner to us than a copywriter.

Ron Slavick Picture Ron Slavick

Director, Proleva

We had attempted on three separate occasions to roll out new web and brochure content that was worthy of our product. Glenn and his team at Silver Pistol provided us with web copy and brochure copy that has truly made us stand out from our competition. We’d always been worried that an external advertising copywriter would have difficulty capturing all of the product benefits and features. But when we received the first draft from Silver Pistol, we stopped worrying. What’s more, it was a simple process. We supplied some existing material, and Glenn filled in any knowledge gaps through regular communications. The proof is always in the results, and I have to say that since Silver Pistol re-wrote our copy, the number of leads from the website has increased by over 100%. Thanks Glenn… you make us shine!

Roo Wright Picture Roo Wright


Glenn I love it! It really feels as if I own it, that I am speaking directly to my prospect. And when they meet me I can also live up to what that they have read about me, and the work that they have seen. Thank you, great job! I am a very happy client and look forward to working with you again in the near future.

Estelle Judah Picture Estelle Judah

Director, Estelle Judah Photography

It’s fantastic, thank you… it’s great working with someone who truly knows what they are doing. I was hoping for a 4% conversion – your copy got me 44%!

Sophie Constanti Picture Sophie Constanti

Owner, SC Consulting

You guys are fu**ing geniuses! I will write a more appropriate mail when I have a few spare minutes but honestly I couldn’t be happier with everything you’ve done. It’s a masterpiece and the feedback from everyone to date has been brilliant.

Richard Brown Picture Richard Brown

Owner, Sandbar

I really like it – it appeals to both audiences, has some light hearted stuff in and covers all the important points.

Lindsay Giardina Picture Lindsay Giardina

Marketing Manager, Resolve Finance

Great work Glenn, I feel that I should be making some suggestions, but I really can’t fault what you’ve written. The tone is spot on and it’s both imperative and easy to read at the same time. Thanks for vindicating my decision to take this job to the professional(s)!

Andrew Clark Picture Andrew Clark

National Online Marketing Manager

Just want to let you know that the copy sent through was excellent and we will be adding it to our site, with only a few minor adjustments, very soon.

Carla Italiano Picture Carla Italiano

Marketing Coordinator, apg homes

Hi Glenn, as usual you have nailed it on the first draft! thank you very much.

Candice Gonsalves Picture Candice Gonsalves

Marketing Manager, Celebration Homes

Glenn was great to work with and he had some really good ideas for improving how we communicate complex concepts on our website. The copy we developed together at his copywriting workshop in Terrigal was perfect. I wouldn’t hesitate to recommend him.

Andrew Sellen Picture Andrew Sellen

Marketing Manager, Australian Ethical Investment Ltd

I think that’s a wrap. I must say this task was great and well executed by yourself.

Burim Ahmedi Picture Burim Ahmedi

Product Manager, Avery Products

Thank you for all your work. I am done adding feedback to the document. As you can tell based on my comments in text, I am very very happy with it! And, yes, I do appreciate your hard and additional work and I do love you for it! ; ) I think there will be a more work coming your way in the future.

Dr. Florian Feucht Picture Dr. Florian Feucht

Principal and Founder, Thinking Habitats

What you have done is great! We are excited about what you are doing.

Gary Williamson Picture Gary Williamson

Founder, Feedom Loans Australia


Nick Chong Picture Nick Chong

Managing Director, Ardent Capital Group

The way in which Glenn and his team sprung into action was amazing. The quality of work and the speed of execution was impressive. Talented and thoughtful writing.

Rob Wise Picture Rob Wise

Founder & Director, Tickbox

We can also design & build
your website for you!

Did you know Silver Pistol also does web design and web development? So your website will not only read great, it will look beautiful and function flawlessly too!

Want a
website copywriting quote?

If you’re after a smart copywriter who can write the web copy your business actually needs, email us for a quote.