The Copywriting was founded in Lisbon in 2017 by a journalist-turned-copywriter who realised that most businesses have good products and terrible words on their websites. The gap between what companies do and how they describe it is enormous — and it costs them millions in lost conversions, confused prospects, and missed opportunities.
We are a team of five: two senior copywriters (one with a journalism background, one from advertising), a brand strategist, a content editor, and a project manager. We write in English and Portuguese. Every writer has at least eight years of professional writing experience. We do not hire junior writers and give them client work — every word a client sees was written by a senior specialist.
Over 340 brands written for. 2.4 million words published. Average client conversion rate lift: 40%. Our clients include SaaS companies, e-commerce brands, professional services firms, hospitality businesses, and funded startups across Portugal and Europe. They stay because our copy performs — not because it sounds pretty (though it does that too).
We refuse to use AI to write client deliverables. AI assists our research and analysis workflow. But the words that carry your brand voice, persuade your customers, and earn their trust? Those are written by a human being who understands nuance, irony, rhythm, and the difference between technically correct and emotionally compelling.
Human-Written, Always
Every word is written by a senior copywriter with 8+ years experience. We use AI for research — never for the final copy your customers read.
Conversion, Not Just Content
We measure success in business outcomes: demo requests, email signups, sales, retention. Beautiful prose that does not convert is just expensive journaling.
Voice Consistency at Scale
We create messaging frameworks that let your team produce on-brand copy independently. Our job is to make ourselves less necessary over time.