Adrie van der Luijt

Senior Copywriter , Barton Cartwright Communications | Specialist in online forms for financial services and public sector clients | London  

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Hello, I'm Adrie ('Aah-dree', it's Dutch). I have over 35 years of experience in digital, print and broadcast media for the public, private and charity sectors, including 27 years for UK clients.

Who do you work for?

As a senior copywriter and content strategist, I have worked on projects for the Cabinet Office, DWP, the Metropolitan Police Service, Cancer Research UK, the AA, Nationwide, PwC, Ofsted and many other clients.

What skills do you offer?

Most of my work requires a mix of skills, including content strategy, content design, service design, SEO, graphic design and event management. I also produce PR and Marketing materials, including video.

What's your background?

I'm a journalist for newspapers, magazines and national radio by training. For over a decade, I launched news portals for clients in the private sector. They were aimed at a wide range of audiences, including finance directors, business owners and office support professionals.

I'm very used to delivering content against tight deadlines, having produced over 1,000 corporate finance articles in a single year for inclusion on Google News.

Anything else?

I have also produced PR content (press releases, market analyses and comments) for clients in the financial services, property and luxury goods sectors.

My articles and PR content have been quoted by the Wall Street Journal, FT, Bloomberg, BBC, Investor Chronicle, PropertyWeek and all main UK newspapers.

What's your motivation?

I'm at a stage in my career where my work can really make a difference to other people. For example:

  • as lead online copywriter for Universal Credit I helped to reduce the number of questions required to apply for Housing Benefits by 70 per cent;
  • a content strategist at Cancer Research UK, I co-ordinated the rewriting and restructuring of more than 5,000 pages of patient information, giving visitors full control over how much information they want to see;
  • at the Cabinet Office, I helped to deliver ground-breaking anti-fraud solutions for Covid-19 related government grants;
  • at Ofsted, I turned five forms that had applicants in tears on the helpline into a single, intuitive online form complete with help text and examples.

What are your key strengths?

User needs are at the heart of everything I do. I've been called "a great listener" by my clients. But I often say that applying common sense and playing devil's advocate is at least as important when it comes to delivering really great user experiences in content and design.

If you are planning a project, let's have a chat. I usually work remotely, so your location is not an issue.

What clients say

"Adrie has a great deal of web knowledge. He effectively and efficiently applied that knowledge to my SEO problems, really making a difference in a tough market."
Lesley Haswell, Psychotherapist and Counsellor, Haswell Therapy

"Adrie proved to be a strong team leader with particularly impressive networking and creative skills, able to negotiate partnerships and find innovative solutions in a collaborative environment. He is passionate about journalism and web development, articulate, creative and has developed into an all-round, commercially aware web editor. I have no hesitation in recommending his services. He is an unmissable addition to any digital team."
Mek Rahmani, CEO,


107 Bankside Lofts
65 Hopton Street




  • Content design
  • Content marketing
  • Content strategy
  • Copy-editing
  • Digital and SEO copywriting
  • PR and Journalism
  • Tone of voice
  • Training and Consultancy
  • UX copywriting
  • B2B
  • B2C
  • Business, finance and law
  • Charities
  • Public sector
Qualifications & Awards
Finalist UK News & Information Website of the Year, Good Web Guide Awards, 2014 and 2015


Cabinet Office

Spotlight, government’s online automated due-diligence tool, complements existing pre- and post-award checks and highlights ...


Ofsted had 5 separate forms that had applicants in tears on the helpline. I turned them into a single, easy to use online form ...

Cancer Research UK

Cancer Research UK's award-winning website has over 4 million visitors each month. I co-ordinated a major revamp of over 5,000 ...

Universal Credit

The Department for Work and Pensions hired me to co-ordinate all online content for the launch of its flagship social welfare ...

Towergate Insurance

Europe's largest privately-owned insurance intermediary firm hired me to spearhead the launch of a multi-million pound portal for ...

Director of Finance Online

For Sir Bob Geldof's media group I created two very successful B2B websites from zero: Director of Finance Online and SME Web.


Nationwide Building Society hired me to redesign its corporate intranet, which keeps branch staff informed of the latest products ...


The popular engagement ring specialist hired me to help launch its new website, which went on to win Best Independent Site at the ...

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