Get to know the do word gooders helping brands make their words count
*We're called Jack & Joe IRL. We're brothers with 18+ years of experience writing for some pretty massive brands like Discord, Animal, Beachbum and Toast Brewing. Now, we help growing ecomm and D2C brands do words gooder.
“Thank you Jack and Joe for so generously opening up your brains to share so much value. I raise a Toast to you both”
Good brands deserve gooder words.
We’re a small team with big ideas and a belief that, with the right words, scaling brands can take on established Goliaths. We help ambitious ecommerce and D2C brands sound more like themselves, sell without the sleaze, and keep their voice across every touchpoint.
Copy that sells without the ick
We don’t do hard-sell BS. We remove friction, show why your products are awesome, and give the right people a reason to click "buy now". Customers feel respected, trust goes up, and you grow without setting fire to your reputation for a quick conversion bump.
Copy that gets how your customers think
The best copy is already in your customers’ heads. We dig into what makes them tick (and buy) and shape your messages so hitting buy feels obvious in a “yep, this is for me” way. Less guesswork, more customers loving your brand.
Copy that sells and builds your brand
Good brands use copy to sell. Great brands use their copy to sell and be remembered. We help brands build ownable verbal identities through phrases, tone and voice so your tribe can see "oh shit, that's the brand for me" from everything you publish.
Two brothers helping ecommerce and
lifestyle brands
do words gooder.
Co-founder & older brother.
Jack Barclay
At work: Give me messy customer language and a knotty brief and I’m happy. I live for the moment a brand’s voice clicks, and I will happily rewrite a line a hundred times until it’s right.
Out of work: you’ll find me pretending I’m Carmy from The Bear, searching for wild mushrooms with the little ones, going on long weekend hikes, or working on a (seemingly endless) home renovation project with an AF brewski.
Joe Karaali-Barclay
At work: I love messy problems. Before agency life, I built an e-commerce arm, so give me messy ideas, a leaky flow or a page that won’t convert and I’ll work it until it makes sense, then fix it.
Out of work: you’ll find me updating my Strava stats, plotting next year’s Glasto, trekking out to a craft brewery, or rewatching Mad Men under the banner of “professional development.”
Co-founder & younger brother.
Chief Barketing Officer
Ziggy
At work: Sniff testing all parcels for Jack, occasionally blocking keyboard with a well-placed cold nose, and making sure all deadlines are met by walk o’clock sharp.
Out of work: forest zoomies, up to her neck in boggy puddles and carrying our IG stories on her back. Morally opposed to baths, squirrels and concept of personal space on the sofa.
You legend! Jack's been notified. Treats are on their way 🦴
See some of the ways we’ve
helped brands do words gooder.
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We helped a DTC brand grow from £5M to £20 annual run rate with clearer messaging and clearer positioning.
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We helped a wholesale brand increase sales by 1200% after a 5-day sprint completely reworking their copy.
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We've helped brands raise over £10M in investment with clear, investor-focused decks.
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We helped a US plant brand triple their YOY sales with a brand voice update, copy tweaks and stronger email flows.
300+ brands helped
3000+ briefs
50+ brand voices
Good words about DO Words Good
Their ability to understand our brand was astounding
Their ability to understand our brand was astounding. Jack ran a session to distill down where we wanted to take the brand and then cut through the noise to revolutionise how we sounded.
Suddenly we sounded fresh, vibrant & engaging, even though we were saying the same thing…incredible!
Josh Cacares
Head of Marketing @ fwip
Flipping awesome! How in gods name you managed to write it all so cohesively bewilders me. So many lightbulb, “yes, of course” moments.
Do Words Good really knows their stuff. Messaging is hard, and usually takes a ton of iterations to get right. Their advice didn’t just help us write better copy, it helped us figure out the big picture messaging and make sure we publish content that always connects with our customers. It really leveled us up.
Wes Hather
Founder @ Spot & Outreach.io
Really understood the Animal ToV and brand straight away, so much so we asked them to create an internal document for circulation! Not only was the copy always great, the turnaround times were really fast. Highly recommended, instantly become part of the team.
Kat Stanton
Brand Manager @ Animal
Flippin’ love these joy-filled insights arriving in my inbox. Thank you Jack and Joe for so generously opening up your brains to share so much value in each newsletter. I raise a Toast to you both 🙂
Louisa Ziane
COO @ Toast Brewing
“Our new tone of voice hasn’t just given us a unified voice, it has given us a way to communicate that makes us stand out from our competitors, attract lots of new customers and influences how every member of our team writes and talks about our business.”
Miriam Rune
Marketing Manager @ Whisky Foundation
Get a free 15-min copy & messaging review for your ecommerce brand
We've written high-performing product pages and stronger messaging for brands like Animal, Toast Brewing, Discord, so we know what moves the needle. Drop us your site and we'll send over a personalised Loom video with actionable fixes within 3 working days. 100% free, no strings.
- Perfect for brands doing between £1M and £5M a year
- Personalised feedback from copy & messaging pros
- Sent back to you in 3 days (or less)
Meet the Do Words Good team
Hey! We’re Jack and Joe, two brothers who care (probably too much) about what your words make people feel and do. We help £1–£10M ecommerce teams build a brand voice they’re proud of and copy that moves the numbers on PDPs, landing pages and in Klaviyo flows. We're talking lifted add-to-basket, higher AOV and customers coming back again and again.
We start with your customer reviews and VOC research, then map messages to jobs-to-be-done and then write copy that's both on-brand and going to convert. We’re Shopify partners and Klaviyo-qualified, with 50+ brand voices and 3000+ briefs under our belts.
Teams at Discord, Toast Brewing, Beachbum and Dr. DENT have brought us in for campaigns, overhauls and brand voice projects and have seen results from “holy shit, we finally sound like us” to a £20M+ run rate and 3× YoY lifts.
Want words that sound unmistakably you (and to sell without discounting)? Book a free 15-min audit and see what we'd fix.
FAQs
What exactly do you do at Do Words Good?
We write copy that actually earns its place on the page. Headlines that get noticed. Product descriptions that sell. Emails people open. Social copy that makes them stop scrolling. It’s all built around your brand message, your target audience, and maximum impact for your business.
No filler, no “just because” words. If it’s on your site, it’s there for a reason.
Can you make our web copy sound like us but better?
That’s our favourite kind of project. We’ll help you nail a brand voice that feels natural, true to you, and easy to use—then carry it through every touchpoint so you sound like yourself on your home page, in sales emails, and on Instagram.
The goal: a voice your market recognises instantly and remembers.
Will this help us get more people to buy?
That’s the plan. We mix selling power with engaging copy that builds trust, answers questions before they’re asked, and nudges the right people to take the next step.
It’s not about tricks. It’s about making the buying decision feel like the obvious choice.
Do you do SEO or is this just about conversions?
We’re not an SEO agency, but we know how to write copy search engines like. That means quality content that can drive organic traffic, paired with conversion-focused copy that turns that traffic into paying customers.
So you get visibility and results.
Can you write our product descriptions?
All day. We write product descriptions that go beyond listing features—highlighting benefits, removing doubts, and making it hard to click away without adding to basket.
Think of them as tiny salespeople working 24/7.
What about social media and email marketing?
Yes. We write social copy that earns a pause and email marketing that actually gets opened. From launch sequences to win-back campaigns, we keep people engaged and moving in the right direction.
No “Dear valued customer” in sight.
Do you offer content writing services too?
Copy is our main thing, but we offer content writing when it supports a bigger brand content strategy—like site content to back up sales pages, or content marketing pieces that warm people up before they’re ready to buy.
It’s content with a job, not content for content’s sake.
Which one of you is a better copywriter?
Ha! Nice try—not falling into that trap. If you ask who’s better at FIFA though…
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