Your product is great. Your current copy is doing it dirty. I write product pages, email flows, and homepage copy that bypasses the overthinking cortex and hits the part of the brain that actually buys things.
(No canteen of water required. Just a decent brief.)
Sound Familiar?
The four signs your copy is quietly killing your conversion rate
Nobody sets out to write bad copy. And yet somehow, most product pages read like a spec sheet that got lost on its way to a catalogue nobody asked for.
"It just lists the features."
Features don't sell. The feeling of owning the thing sells. Nobody needs a "32oz BPA-free vessel." They need to stop rationing their coffee on a Tuesday morning.
"We wrote it ourselves."
You know your product too well. You've forgotten what it's like to not know it. Your customer is reading cold and your copy assumes they're already sold.
"Traffic is fine Sales aren't."
You're not bleeding customers at the ad. You're losing them on the page. That's a copy problem. Specifically, yours. (I say that with love.)
"It's technically accurate."
Technically accurate copy is the beige of the marketing world. Nobody shares it. Nobody screenshots it. Nobody buys because of it. "Accurate" and "persuasive" are two very different mountains.
What I Write
Words for every part of your funnel, from first click to repeat customerble-click this headline to edit the text.
Direct-response copy built on actual human psychology. The kind they used to sell blankets in the wasteland. (It works in ecommerce too, I promise.)
Product Page Copy
The hero of your ecommerce store. Most product pages bury the lead under a mountain of specs. I write copy that opens with the feeling, delivers the proof, and closes with urgency that doesn't feel like a car dealership.
Headline that stops the scroll
Benefit-led body copy (not feature soup)
Sensory language that makes people feel the product
Objection busters woven in naturally
Email Flows
Welcome sequences, abandoned cart, post-purchase, winback — the unglamorous plumbing of ecommerce that quietly prints money when it's done right. Your customers said yes once. Email copy gets them to say yes again.
Welcome & brand story sequences
Abandoned cart (the polite nudge)
Post-purchase & upsell flows
Winback campaigns that don't beg
Homepage Rewrites
Your homepage has about three seconds to answer "What is this and why do I care?" Most homepages answer neither. I write homepage copy that earns the scroll — and guides people toward the thing you actually want them to do.
Above-the-fold hook that earns the scroll
Brand voice that actually sounds human
Logical flow from "what is this" to "I want it"
CTAs people don't ignore
How It Works
Four steps. Zero vague "synergy." Just copy that works.
I keep the process tight so you don't spend more time managing me than actually running your business.
The Brief
You fill out a questionnaire that goes deeper than "describe your brand in three words." I want to know who buys, why they hesitate, and what made your last customer a repeat customer.
The Research
I dig into your reviews, your competitors' reviews, and your customer's language. Real words from real buyers are worth more than any creative brief. I steal them. Ethically.
The Draft
I write. You get a full draft with strategic notes on why each choice was made. Not just copy — a roadmap for what's doing the heavy lifting and why.
The Revisions
Two rounds of revisions included. I don't ghost you mid-project. I don't disappear when the feedback gets specific. We nail it until it's right.
What Clients Say
Don't take my word for it.
(I told you: your word is the weakest form of proof. So here's borrowed trust instead.)
"I gave Chris our About Us page — basically three paragraphs about nothing. He turned it into a story that made me tear up. Customers now email us to say they feel connected. That has never happened before."
Sarah M. — DTC Home Goods Brand
"Our abandoned cart sequence was a corporate form letter. Three months after Chris rewrote it, recovery rate was up 22%. It pays for itself every single week."
Marcus T. — Outdoor Apparel Store
"He asked questions about our customers nobody had ever thought to ask. Then he wrote product descriptions that sounded exactly like the things our best customers say. Uncanny. And it converts."
Renata V. — Specialty Food Brand
Check Out My Socials
About Chris
I wrote a book about selling things after the apocalypse. Turns out it's useful before it too.
My name is Chris Gillis. I'm a direct-response copywriter for ecommerce brands, and yes, I did write a book called Words That Sell Even in the Apocalypse — a guide to persuasion, influence, and copywriting frameworks, set in a post-collapse wasteland where the currency is bullets and the bar for a good pitch is "survive the transaction."
It was partly a joke. It was also entirely serious. The frameworks — AIDA, PAS, Before-After-Bridge, The Four Ps — they don't care if you're selling a water filter in a burned-out city or a skincare serum on Shopify. People are still people. Fear, hope, trust, and proof are still the levers. The backdrop just changes.
"The most powerful form of proof is demonstration. The second is testimonial. Your word alone is the weakest. Build accordingly."
Before I wrote copy full-time, I spent years watching good products get buried under bad descriptions. The pattern was always the same: founders who knew their product inside-out, writing for the version of the customer who already understood it. I started rewriting their pages, and the sales went up. So I kept doing that.
I work with ecommerce brands that have something worth saying — they just need someone who knows how to say it to someone who hasn't heard it yet. If that sounds like you, let's talk.
Copywriting for people who'd rather not die of bad pitching.
A copywriting book so good it might make you laugh out loud — and so useful you'll be embarrassed you didn't read it sooner.
It started with a stupid question: what if the world ended and you still had to sell things?
What frameworks survive the apocalypse? What psychology still works when your buyer is starving, sleep-deprived, and definitely armed? Turns out — all of it. Every single one. AIDA, PAS, Before-After-Bridge, sensory language, proof hierarchy — they work just as well on a Shopify product page as they do in a burned-out wasteland where the currency is bullets and bad copy gets you stabbed.
The difference is the stakes make the lessons impossible to forget.
One chapter features a man named Kevin. He was a Brand Storyteller in the Before Times. He believed in the power of a good pun. He set up a stall next to a clean water source and put up a sign that read "H2-Whoa! Quench Your Thirst for Adventure!"
Nobody stopped. Kevin died of dehydration ten feet from clean water.
Don't be Kevin.
It's a copywriting book that'll make you laugh your ass off and actually make you better at your job. Those two things rarely happen in the same book. Grab it.
Ready to stop leaving sales on the table?
Let's fix your copy.
Send me your URL. I'll take a look and tell you honestly if I can help — and what I'd do differently. No pitch deck. No discovery call gauntlet. Just a real conversation about your copy.
