Bloom ships with complete placeholder copy for every page. This section explains how to work with it — what to keep, what to personalise, and the principles that hold the voice together.

The copy philosophy

The copy across Bloom was written to do three things:

1. Demonstrate what good agency copy looks like — so you have a model to write from, not a blank page
2. Convert the right clients — every line has a specific job, explained below
3. Sound like a real agency — which means it will sound slightly wrong until you make it yours

The goal is not to preserve the default copy. The goal is to replace it with something equally considered.

Voice principles

Apply these whether editing existing copy or writing new sections from scratch.

Outcomes over features. Every line should answer: what does the client get? Not what you offer — what changes for them.

Short, confident sentences. Headlines max 8 words. Body copy max 2 sentences per paragraph in hero and CTA sections.

The client is the subject. Body copy is about what the client gets, not what the agency is proud of. Test every sentence: is this about us, or about them?

Specificity beats enthusiasm. +300% engagement in 90 days beats incredible results every time. Numbers are credibility. Adjectives are noise.

Verbs over nouns. We build beats We are builders of. Always.

No adjective stacking. Not innovative, data-driven, results-focused social strategy. One real claim.

Lines to keep as written

These were written to do specific conversion work. Changing them usually weakens the page.