COPYWRITER & CONTENT WRITER
As a Freelance Copywriter and Content Writer, I create SEO-friendly blogs, brochures and website copy that gets you the results you need and want.
I take the time to understand what you’re trying to achieve (and what’s getting in your way), so that my words can help you thrive.
I can slot into your workflow and collaborate with your in-house team, developing solutions in your existing house style. Or, I can work alone and help you find the right tone from scratch.
I bring decades of real human experience to bear but, never fear, I’m also a dab hand with those new-fangled AI tools, too, if that’s your thing.
My Copywriter and Content Writer Portfolios
Blogs a.k.a. Longform Digital Content
They help you create a relationship with your customers by offering advice, telling stories and (cunningly) boosting your SEO.
That’s because good blogs are designed for two audiences – the search engines and the humans they deliver to you.
I write blogs that tickle both by offering substance and style.
Have a read of the following selection which is just the tip of the metaphorical iceberg. I have dozens more …
'WTF is Content Marketing?'
As such, the blog blends insight with personality to (hopefully) make a complex subject approachable and (perish the thought) actually fun.
Throw in a few playful metaphors and mix in some relatable insights to taste, and there you have it – a content cocktail that demonstrates my ability to educate and entertain at the same time. (Who says I can’t multitask?)
Read ‘WTF Is Content Marketing’ here!
'Half the World is Online '
This was my debut blog for GoDaddy (the first of dozens I would write over the years). I’d noticed a statistic that more than half the world was online, for the first time. That, right there, was my attention-grabbing opener!
This piece blends imaginative storytelling with clear, practical advice to inspire small business owners to pull their fingers out and get online.
Like much of my work, this was ‘ghost-written’ by me, so I adapted my tone and style to suit their brand voice.
Read ‘Half the World is Online’ here!
'The Cost of Hiring an Apprentice'
This article was created in close collaboration with the client and one of their partner bodies.
This was the beginning of a series of blogs designed to help businesses understand that taking on Apprentices was a financial no-brainer.
I combined authoritative sector insight with accessible explanations of the funding opportunities that too many businesses were ignoring.
This piece shows how I can find the engaging offer in a complex story and turn it into reader-friendly content that builds trust.
Read about ‘The Cost of Hiring an Apprentice’ here!
'Life Sciences and the AI Revolution'
The mission was to cut through the hype and the headlines to find some valuable insight on this hot-button topic.
I boiled the subject down to its essence, picking out positive examples of the benefits AI is bringing to the sciences.
Equally as important was the reality check about the most outlandish, least scientific claims about AI.
Become ‘self aware’ about the AI Revolution here!
Website Copy
Your website is your virtual shop window. The web copy I write for you works with the search engines to draw people to that window and turn casual browsers into committed customers.
Whether it’s a landing page, a case study or an entire website, I bring decades of real world experience, along with that human touch that chatbots can’t fake.
Examples of this in practice include…
AssuredRoofing.co
As part of their rebranding strategy, Assured Roofing wanted a new website that reflected their ethos, whilst speaking directly to their ideal customers.
I began with a detailed discovery interview, then I developed a content structure that would not only showcase their services but also demonstrate their experience and customer-first approach.
Alongside this, I carried out keyword research and competitor analysis, so every service page answers customer questions.
Finally, I collaborated with the designer and developer to fine-tune the flow, tone and layout, so the finished site is user-friendly, SEO-optimised and true to the Assured Roofing brand.
To see this in action, visit the Assured Roofing website yourself.
NCPM.uk
I was commissioned to write the content for the National Centre for Process and Manufacturing (NCPM) website, a flagship training facility developed for the ‘high hazard’ industries.
Through in-depth discovery sessions, I helped shape the messaging and tone of voice that positioned NCPM as the UK’s premier tank farm and process plant training environment.
This was created in concert with the Centre’s launch brochure, but more on that below…
The finished site showcases the authority, facilities and expertise available at the NCPM.
Powerguard.co.uk
To help Powerguard demonstrate their process, I designed a powerful case study template that plugs potential customers into their off-grid engineering success stories.
The process began with a visit to their facility, to meet the team and experience their commitment to British-made energy solutions.
The resulting case study template was designed specifically so the client could follow it themselves, to deliver their own compelling case studies, going forward.
See the template I created at Powerguard’s website.
OurBigPicture.co.uk
For Our Big Picture, I developed a case study template which they would be able to easily reuse. I then populated this first case study with the story of a multi-disciplinary exhibition they created.
I created the layout and then wrote the content, working closely with the client and with our design team.
OBP wanted a contemporary design template to work with. They also wanted it to be interactive – with clickable concertinas, animated banners and slider galleries.
See the case study I created here.
Brochures & Leaflets
From brochures and flyers to leaflets and catalogues, your printed marketing collateral needs to solve your clients’ problems and sell your services. That’s why I work well with designers to ensure these materials hit their target.
Have a flick through these examples…
LSIF Funding Report
This publication for the Lincolnshire Skills Partnership and Federation of Small Businesses informed employers across the region that local colleges were taking deliberate steps to bridge local skills gaps.
My role was to distil the priorities of 12 different stakeholder organisations into one clear, consistent narrative.
It was essential that the content and layout gave equal weight to every partner organisation. No single college or training provider could appear favoured over another.
Achieving this required careful wording, sensitive editing and close collaboration with the designers, as well as lots of coffee!
HP Security Leaflet
This four-page leaflet was created for HP’s business partner ABC Managed Services.
The challenge here was to cut through the noise of generic B2B print advertising by adopting a visual and tonal style closer to the out-of-home ads commuters see every day.
This deliberate choice made the leaflet feel more like a high-profile, big-budget campaign, positioning ABC and HP as major players with security at the heart of their offer.
The content needed to conform to both ABC’s and HP’s brand guidelines, while, at the same time, stressing the consequences of unsecured print systems, balanced with clear, practical reassurances.
NCPM Launch Brochure
This brochure was part of a larger project to launch the National Centre for Process and Manufacturing (NCPM), following on from the web copy I developed (mentioned above).
The challenge was to make every page speak with a single, unified voice, whilst balancing the interests of two stakeholder partners, each with its own brand identity and audience.
To do that effectively, I had to gain a holistic understanding of the processing facility itself, in order to communicate its features and benefits.
The resulting brochure promotes the NCPM to both potential learners and their employers.
ALLpaQ Dollies Brochure
My brief here was to elevate the traditional ‘products-and-specs’ sales brochure into something far more interesting.
This brochure embodies the playful, eccentric brand voice established on ALLpaQ’s website and social media, full of puns and personality.
The challenge was to ensure the technical details were clear, while weaving in humour, visual wit and brand storytelling.
The result is a piece that not only supported the sales process but also positioned the brand as disruptive and confident, adding novelty and energy to what might otherwise have been a fairly routine buying process.
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Client and Colleague Testimonials
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