Word Apothecary

STRATEGY Thoughts, COPYWRITING tips and MUSINGS ON CREATIVITY AND THE WILD WEST OF ONLINE BUSINESS.

Emma Griffin 04/11/2026 Emma Griffin 04/11/2026

The anatomy of a high-converting sales page (as shown by this real life client case study)

Website before and after: Go BTS of a life coach website copywriting transformation

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If you’re the real deal, it’s time to show up like it.

Emma Griffin is a UK copywriter and hook strategist, creating uncopyable messaging that takes your business from run-of-the-mill to run and tell everyone.

After years working for some of the biggest names in the UK, she now uses her word-nerdery to help you stand out in a sea of copy+paste AI templates and say something deliciously different.

VALUES STATEMENT: I work with brands and business owners who put people before profit. I believe in LGBTQIA+ rights, am vehemently anti-Trump and pro-choice, and do not wish to work with anyone with racist or misogynistic views.

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The mist triggering question someone can ask me is “when are you going start doing X again?”

Totally innocent. But it would always send an instant bolt of guilt – a sense of not-enoughness – into my creative core.

That form

Ever wondered how a copywriter can capture your voice in your website copy?

We spend A LOT of time in it. I pore over everything from your questionnaire responses to the transcripts from our kick-off calls to get Online Creep level familiar with you

Whether you use AI in your business or not…

…your future customers are using to it find you!

Or not, if you’re still invisible 🥲

I decided to swot up on how AI search actually works last year when I noticed my own organic webs

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