Site critique?

First impression, I don`t get the sense of this being the site of a copywriter with a long track record

I don`t see any attempts at positioning - what's your unique hook?
I don't see specialization- what niches do you excel in?
I don't see personalization - the "who am I" link has a grocery list of services...but tells me nothing about you.
Photo caption is clunky. My first thought is "not a native English speaker."
Your "secret?" - Well, what is it? The copy doesn't say anything to answer your headline. Okay, words are powerful. I get that. But if that's the big secret, I'm not impressed.

You could be cranking out double digit response rates. But how would I know that by looking at this site? Whether you're a seasoned pro or amateur, perception is what matters. My perception is that this is the site of a newbie. Why not take that long track record and apply what it's taught you to reworking this page?

I agree with what Seth said.

To be honest, I think it's kind of all over the place. Not a fan of the header and the picture of the snake, and just looks kind of messy overall.

Why wouldn't you put a link to your portfolio in the top menu bar? You don't know if people are going to scroll all the way down and see it on the side menu.

Speaking of your portfolio, are you trying to get work as a copywriter or a journalist? If people are looking to hire you as a copywriter, do they really care about articles that you've published in a newspaper? These are the first samples that you give, and prospects could easily use this as a reason to click away from your site.

Lead with your strongest sample.

Click on the portfolio link on the side menu on your site. The first things that come up are your articles. Any direct mail samples are way down the bottom.

Being successful as a journalist doesn't mean anything when it comes to making money for potential copywriting clients. If you looked at the sites for the top copywriters going around, you won't see them posting samples of newspaper articles.

I know it seems like you're showing your versatility, but effectively you're just diluting your message.

--Dimensionalize the benefits in your bullets more.
--Do lay people know or care about NLP?
--Tell me some of the benefits I will find if I follow your link to the blog.
--"get in touch today..." Don't make me think. Link to the contact page from that text or include a contact box right on the homepage. Might want to change the homepage from a post to a page, or somehow hide the comment box.
--Add some testimonials on the homepage.

Tim

That's interesting, when I click on it the Direct Mail is at the top, followed by press releases with articles at the bottom. That's the way it should be, the way I designed it. Strange!

As for your point, you may be right. I'll put some thought into that one as I have other examples to put up anyway.

Cheers for the input!

And Joe thanks, you make some good points!

Very weak for a copywriter's site. Your headline is terrible: "My Secret." I wouldn't hire you just based on your homepage.

Your quote from Orwell doesn't add anything.

You need a real service business website...check out Dan Furman's book, Do the Web Write, on how to write service business website. Dan Furman is a copywriter as well.

You need to go back to the drawing board.

Of course, you will complain about what I said...then why did you ask for feedback in the first place?

I see where Ewen is going. "Covert" is a great word, and the domain name is a good one. But the initial graphics and copy don't support that theme in my opinion. Just free associating: To me, covert suggests undercover operations, spy-vs-spy, secret techniques, international intrigue, black ops, surveillance, dossiers, Mission Impossible, double agents in train stations, etc.

I'm not saying to go "over the top" with goofy pictures of spies, etc.

But the image of the snake, while dramatic and cool, does not suggest "covert."

The copy supports the theme a little better with the idea of "hidden power" but it's still doesn't connect to "covert" to me. Maybe give an example of a "turn of the phrase" that might lose a sale. Go ahead and reveal a "covert technique" that they can use immediately in their copy.

Not sure if I explained that right, but there you go.

Ewen is right.

You have a brandable name. Yet there's ZERO branding.

There's also ZERO hook or positioning.

Here's something your copy doesn't acknowledge...

When prospects read a copywriter's website or sales letter, they're looking for proof that you know how to enter a conversation, lead that conversation, agitate their fears, wants, needs and desires...

...then prove you're capable of generating the kind of profits they're seeking.

Your copy leads me to believe you don't even know what prospects ultimately want. "Oh man, if this guy could come up with a hook for me like he did here, money would rain down on me!"

You're not hitting any pain points, connecting with people's hatred for leaving money on the table (that your copy would mop up)... or setting yourself apart from the competition.

Your copy is just white noise.

Start over.

Go back to your branding. It's a good idea that could have legs - IF you position it right.

Here's something else...

Your current copy leads me to believe you don't have a clue who your avatar is.

Get clear on your ideal customer and tell a story that aligns you with them - so they feel like you're one of them.

Here's some advice...

It's easier to connect with prospects who have larger budgets... than potential clients who believe $197 is a lot to invest in copy.

The price point mentality of your avatar needs to be clear.

Because the way you talk to people who have already made good money with copywriters in the past know what they're looking for.

And it ain't what you've got on your website right now.

Mark

Don't give this guy any more feedback...he doesn't want any which is pretty typical here on WF.

My policy from now on is to tell anyone who asks for a critique that their sales page or website is fantastic and then secretly laugh to myself as I type that.