Words that turn website visitors into enquiries, bookings and sales.
I'm Daniil Khorami, a UK conversion copywriter. I rewrite the parts of your website and emails that people read just before they decide.
What I do
- Homepages and landing pages:a headline that gives people a reason to choose you, your best selling points up front, and one clear next step.
- Product pages and descriptions:benefit-led copy for online shops.
- Emails:welcome sequences and newsletters that bring people back.
- Google titles and descriptions:the two lines people see before they click.
I'm new to freelancing, so I don't have client case studies yet. The samples below are rewrites I did unpaid, of real UK business web pages, to show how I work. They're anonymised, and none of these businesses hired me.
Samples
1. Independent estate agent: putting the best selling point first
Unpaid spec sample, not client work
Before:
The homepage opened with the agency's name and a keyword line ("Estate Agents | Properties to Let | [Town]"). Its strongest reason to choose them, a low fixed-percentage sales fee including VAT, didn't appear until the second paragraph of the About text.
After:
Sell your [Town] home for a [X]% fee, VAT included.
An independent sales and lettings agent in [Town]. You get a personal service from a team with over 20 years' experience.
[Book a valuation] [Find a property to rent]
Why: sellers compare agents on fees and trust. Put the fee in the headline and the valuation one click away.
2. Independent estate and letting agent: a headline that gives a reason to choose them
Unpaid spec sample, not client work
Before:
The headline was "welcome to [Agency name]". Their best facts (independent for over a decade, two local branches, free valuations) were lower down the page or on the About page.
After:
Independent [City] estate agents since [year]
Sales, lettings and property management from our two [City] branches. Book a free, no-obligation valuation.
[Book a free valuation]
Why: "Welcome to" uses the most-read line on the page to say nothing. The rewrite tells a seller why to pick them and what to do next.
3. Letting agent: an out-of-date legal update
Unpaid spec sample, not client work
Before:
A homepage box for landlords told them to "keep up to date with the progress on the bill", about the Renters' Rights Act. It became law on 27 October 2025, and the main changes have applied since 1 May 2026 (GOV.UK).
After:
RENTERS' RIGHTS ACT: NOW IN FORCE
Since 1 May 2026, section 21 "no-fault" evictions have ended, fixed-term tenancies have become rolling periodic tenancies, and rent can only go up once a year. If you're a landlord, some of what worked last year now puts you at risk.
[Book a lettings consultation]
Why: the box was there to show landlords the agent is on top of the rules. An out-of-date line says the opposite, and the rewrite turns it into a reason to book.
4. Plumbing and heating company: an intro written for people, not search engines
Unpaid spec sample, not client work
Before:
The first paragraph talked about what the visitor had probably typed into Google and how many plumbers they'd browsed. The firm's real strengths (a trusted-trader scheme member, Gas Safe registered, no call-out charge, fixed boiler quotes, established over 15 years) were further down in a list.
After:
[Owner] and his small Gas Safe team have looked after homes across [City] since [year]. We're a trusted-trader scheme member, there's no call-out charge, and every new boiler quote is free and fixed. Call [Owner] on [number].
Why: someone with no hot water wants to know they can trust you and how to reach you. The rewrite answers both in three sentences.
5. Emergency electrician: the line people read just before they call
Unpaid spec sample, not client work
Before:
Under the heading "Electrical emergency in [City]?", the supporting line read like something from a website brief, about "smart enquiry handling from the first click".
After (three options):
- No power, tripping circuits or a burning smell? Call [number], day or night, and a NICEIC-registered electrician will help.
- Call us 24/7, or WhatsApp a photo for a fast price. NICEIC registered and local to [City].
- Day or night, one call gets a qualified, NICEIC-registered electrician on the way.
Why: in an emergency, people want reassurance and a number. All three options name the problem and say what happens when they call.
6. Group training gym: making Google match the page
Unpaid spec sample, not client work
Before:
The page title and description in Google pitched the gym one way. The page itself led with something else: coach-led group training and a low-cost trial with a money-back promise. So searchers never saw the trial.
After:
Page title: [Gym name] | Group Training Gym, [Area], [City]
Description: Coach-led group training in [Area]: 70+ classes a week, 6am to 9pm. Try 21 days for £[X], with a full refund if you don't love it.
Why: the Google result is the first page of your website most people see. Leading with the trial gives searchers a reason to click.
How it works
Everything happens by email and a shared Google Doc. No calls needed.
- Brief: you fill in a short questionnaire about your business, customers and offer.
- Research: I read your site, your reviews and your competitors to find the words your customers already use.
- Draft: you get the copy with a few headline options and a short note on why each one might work.
- Revise: one round of edits is included.
Not sure where to start? Send me your website link and I'll suggest one change I'd make first, free.