Hi. I’m Gill Andrews.
I’m a conversion optimization specialist and web copywriter who turns underperforming websites into slick lead-generating machines. And I’m quite direct about that: I won’t sugarcoat it, but I’ll show you what’s broken, why you’re losing clients, and how to turn more prospects into buyers.
Speaking of optimization (in this case, an optimal use of your time), below are two ways you can learn more about me: as a quick summary or in detail.
What would you prefer?
From a software engineer to a CRO specialist
I started as a software engineer and business consultant for big banks and insurance companies. But after 5 years, it became clear to me that it wasn’t the kind of work that made me excited to start the day.
So, I decided to change that.
Now, I help business owners make sure that their websites reflect the true value of their offers and knock the socks off their prospects. And I look forward to every website review and copywriting project knowing that they’ll make a real difference to a real person.
Clear communication is my second nature
I’m based in Germany, Frankfurt and speak five languages, three of them on a daily basis.
Juggling multiple languages has sharpened my ability to adapt any message to any audience, focusing not on what I want to say but on what I want people to understand.
A high-converting website is just a smooth translation of your message into your target audience’s language
Just like a literal translation will sound off to a native speaker, using the same words you’d say to a prospect in person on your website won’t persuade your online visitors.
On your website:
- Web copy is your vocabulary and voice,
- Web design is your grammar, and
- How well you use them together creates a user experience that either drives people away or makes them click the “Contact us” button.
A typical copywriter can help you with your web copy, but… she’ll miss the clutter on your website that kills your message.
A web designer can make your website look beautiful, but… she’ll miss the jargon in your web copy that makes it unreadable.
I look at your website as a whole and see the big picture
Not only the vague, unpersuasive copy, but also the visual clutter that gets in the way of your message. The confusing navigation that leaves visitors lost and frustrated. And the call-to-action buttons that look like text, get ignored, and cost you leads.
My clients: Big names and local brands alike
From industry giants like Semrush and Goodwill to regional law firms, IT consultancies, and local personal brands, I help service-based businesses of all sizes transform their websites, shape their messaging, and boost conversions.
Our conversion rate almost doubled and went from 20% to 39%.
Our website used to have very little traction. Now we get inquiries through our website all the time.
Gill has done a great job and put the critical parts of our complex offer across in a way that potential customers could relate to.
My voice is still very much there—just sharper and sleeker!
We were really impressed by Gill’s methodical approach and analytical skills.
We had to pause our PCC campaign, because we can’t keep up with all the new customers!
Gill is absolutely brilliant!
I received my first query through my website two days after I impelemented her website improvement recommendations.
Gill is a pleasure to work with and a great reminder to trust the process.
She brings her A-game to create copy so good it sounds even better than you could’ve imagined.
My website now looks classy and professional now, and finally attracts the right people.
Gill is organized, responsive, and able to quickly grasp the essence of new topics.
Why work with me?
I combine copy, design, and UX—a rare mix of expertise
A typical copywriter will fix your words but miss the design issues sabotaging your message. A typical web designer will make things pretty but miss the jargon and fluff in your copy. I look at your website as a whole and make sure it has both: clarity of message and clarity of user experience.
I bring 10+ years of CRO-focused work
I spent a decade reviewing and revamping service provider websites, from large international companies to local firms and one-person brands. This taught me to spot issues fast and give you recommendations that are based on what works and what doesn’t in the real world of online marketing.
My work is based on data, not assumptions
The website review or conversion-optimized copy I deliver is based on competitor insights, customer research, and your website performance data, not assumptions. And the suggestions you get aren’t generic tips but detailed, actionable, and prioritized recommendations designed to move the needle.
I sharpen your copy without erasing your voice
Thanks to years of working with customer feedback, testimonials, and real visitor behavior, plus juggling three languages on a daily basis, adapting messages to different audiences while staying authentic is second nature to me. I know how to strike a balance between what you want to say and what your prospects need to hear to turn more visitors into buyers.
I deliver measurable results, not cosmetic fixes
My clients see homepage conversions go up, form submissions increase, and bounce rates drop. Some nearly double their conversion rates. Others finally start getting inquiries after months of silence. My recommendations aren’t cosmetic. They make a real difference to real businesses.
Want to drive more business through your website?
If you’d like an experienced CRO specialist to help
I uncover the issues with your copy, web design and user experience and give you a clear roadmap to a better website—a thorough website critique that explains how to fix the issues that are holding you back.
If you have your own team of specialists, they’ll be able to fix these issues using my step-by-step instructions.
Or you can let me:
- (re)write your web copy to make your products and services irresistible
- fix the web design and user experience issues that are driving your website visitors away.
If you’d like to learn how to improve your website yourself
When I’m not auditing websites or writing copy, I teach business owners — especially SMBs on a budget — how to make their websites work better.
Check out my Making Your Website Work book series or browse through the free tools and resources to learn how to spot weak copy, fix design issues, and make your message clearer.
If you enjoy learning by reading, my blog is full of real-life examples and super-specific, no-fluff website advice you can apply today.
Or are you tired of tweaking your copy with no results?
Words may not be the problem. You may be targeting the wrong crowd, have an unclear unique value proposition (or both). Check out my course on defining your target audience and UVP to zero in on your ideal clients and learn how to speak about your offers in a way that resonates with them.