There are 2 types of website copywriters.
Those who write.
And those who design the entire content experience.
Great web copy isn’t just about finding the right words.
It’s about how you structure those words, guide the user, and shape the journey.
That’s why I love doing website copywriting – it’s not just writing, it’s content design.
Content design means thinking beyond text: it’s about hierarchy, navigation, and the flow that takes users from curiosity to action.
White space, placement, even the way your eyes travel down the page – it’s all part of it.
Case Study
Website Copywriting for Cumin Co.
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Cumin Co. was launching a premium cookware brand in a competitive market. They needed website copy that:
Clearly showcased the benefits of their non-toxic, stylish cookware.
Created excitement and made shopping seamless.
Educated visitors on the advantages of safe, sustainable cookware.
Built long-term brand affinity with a quirky, fun, yet aspirational voice.
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Defining the Brand Voice:
The brand needed to be informative yet playful—balancing health-conscious messaging with a modern, design-driven appeal.
I studied brands like Our Place and Caraway to understand their storytelling techniques and infused Cumin & Co.’s copy with a similar aspirational yet relatable tone.
2. Structuring for Conversion:
The homepage instantly highlights the key benefits: non-toxic, stylish, and designed for Indian cooking needs.
Product pages focus on health benefits, functionality, and Instagram-worthy aesthetics.
Calls-to-action drive immediate purchases while reinforcing long-term brand love.
3. Refining the Messaging:
Simplified technical details into engaging, benefit-driven copy.
Used language that speaks directly to target audiences: young professionals, design-conscious millennials, and home cooks passionate about health and aesthetics.
Addressed key pain points—concerns over toxins in traditional cookware, frustration with poorly designed pots, and the desire for functional yet stylish tools.
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A website that makes shopping effortless and enjoyable. The copy builds excitement around the brand, turning cookware into a lifestyle choice rather than just a purchase. Visitors immediately grasp why Cumin & Co. stands out—premium quality, non-toxic materials, and a brand personality that’s as fun as it is trustworthy. The site doesn’t just sell cookware; it sells the joy of cooking with safer, better tools.
Udit & Niharika Joshi
Founders, Cumin Co
“Himani came highly recommended by a friend, and now We get why. Launching a new brand is a whirlwind — so many moving pieces, so many ways to get the website copy wrong. But from our first conversation, she just got it.
Sharp, witty copy that doesn’t just fill space but actually makes people want to read & take action. She took our rough ideas and turned them into a brand voice that felt bold, confident, and completely us.
If you want website copy that drives results, talk to Himani. Seriously, don’t wing it.”
