melissa wheeler

Aptean – SEO, AEO & GEO Copywriter & Content Specialist

Aptean builds industry-specific enterprise software. The systems that run a food manufacturer’s cold chain, an equipment dealer’s back office, or an asset-heavy operation’s maintenance schedule. I write for their SEO and content team through an agency, on an ongoing contract. The remit runs across their product verticals rather than sitting with one, so in any given month I might be working on food and beverage trends, cold chain logistics, dealer management systems or AI agents. That brings three connected challenges. Range, because each vertical has its own vocabulary, regulations and pressures, and getting up to speed on a new one is a regular part of the job Audience, because a single blog might be read by a CFO, an operations lead, an IT director and an implementation partner, all at different points in a long and expensive buying decision Search, because every piece has to earn its ranking while still reading like something a person wrote for another person Most of the work happens before I write a word. I research the subject, look at what’s already ranking and where the gaps sit, then build the brief and outline with guidance on structure, keywords and internal links. There’s a regional layer to all of it. Aptean sells across the US, UK and Europe, and the same subject changes shape depending on where the reader sits. Traceability in the US means FSMA and a 2028 deadline. In the UK and EU it means a different set of digital record-keeping rules. Product names differ by market too, so a piece written for one region can’t just be lifted into another. I write in US English as house style, flag idioms that won’t travel, and check that links point to the right regional variant of a page rather than defaulting home. The writing itself starts from the reader’s day rather than the product sheet. The batch that has to be recalled. The shipment sitting in the wrong temperature range. The machine that fails on a Friday afternoon. Once that’s grounded, the technical detail has somewhere to sit. Alongside the blog work, I’ve been part of the team rewriting website copy for Aptean’s site migration and personalisation.

Coach – Marketing, eCRM and Website Copywriter across Coach and Coach Outlet

At Publicis Sapient, I partnered with Coach’s marketing and communications team and a second agency to deliver creative concepts and content across Retail and Outlet platforms. It was a fast-paced, data-led account that demanded strategic thinking, creative agility, and consistent brand alignment. One of the key challenges was maintaining a unified tone of voice while differentiating Retail and Outlet to protect the premium identity of the core brand. Alongside Creative Directors and product leads, I helped shape and test content weekly for SEO and sentiment performance, driving measurable engagement gains. I also authored Coach’s brand book and copy guide, creating a scalable reference for teams and improving workflow efficiency across channels. Highlights: Delivered a record-breaking Fall campaign, Unlock Your Courage Increased cross-sell performance through PDP content optimization Improved CTR and conversion from site and email copy testing

Visa – Copywriter, Ecosystem Publishing, SEO, GEO & AI Discoverability

The Story... Visa needed content that could solve a very specific problem. Discoverability. As search shifted towards AI-led results and large language models began shaping what gets surfaced, Visa’s expertise in payments, fraud, and value-added services needed to show up clearly in the places people and platforms actually rely on. Not just on Visa’s own site, but across respected third-party publications and reference sources. The challenge wasn’t authority. It was visibility, relevance, and accurate representation in a search landscape increasingly influenced by LLMs. I joined the project to help address three connected issues. • Discoverability, because modern search and LLMs rely heavily on third-party editorial and structured reference content • Clarity, because payments infrastructure and fraud prevention are often explained in language that’s hard to follow • Credibility, because content had to meet strict editorial, compliance, and neutrality standards to be publishable outside owned channels My work sat at the intersection of all three. I wrote four long-form articles, two for Forbes and two for the Financial Times, translating complex fintech topics into clear, grounded explanations shaped around real search intent. Alongside this, I reviewed existing Wikipedia entries and produced structured recommendations to fill gaps around Visa’s value-added services. The focus was accuracy, neutrality, and sourcing, strengthening how Visa’s role in the payments ecosystem is represented within one of the web’s most influential knowledge layers. Across everything, the goal stayed simple. Make Visa’s expertise easier to understand, easier to surface, and easier to trust.

Keep the Learning Burning – website content

The Digital Opportunity for Global Wealth Management

The digital opportunity for global wealth managers Download the research report Over a third (38%) of wealth managers cite meeting customer expectations due to COVID-19 and defending against cybersecurity and fraud (37%) keys to success. Report finds that over half (56%) of UK wealth managers reported increased client demand for digital products and services during COVID-19. Over three quarters (79%) of wealth managers said that digital technologies have improved their customer engagement strategy and their experiences with clients (81%). Emerging technologies adopted by UK wealth managers. Barriers to using ‘Wealth Tech’ still remain.

A Global Benchmark for Sustainable Banking

https://www.mobiquity.com/insights/global-benchmark-for-sustainable-banking-2022

Smart Skincare

https://www.amazon.co.uk/Smart-Skincare-confidence-skincare-choices/dp/1838102329

The Future of Denim editorial & 4-part research feature – Fashion Revolution

The brief was to explore the future of the sustainable denim industry in the context of innovation, the fashion industry and global consumer and production behaviour. In doing this, I became the voice of both brands seeking to revolutionise the sector and manufacturers exploring the technologies at the start of the production cycle. Writing on behalf of an international sustainable fashion NGO, the adherence to an authentic and news-focused tone of voice was crucial while also ensuring a level of high readability to appeal to the wider public and fashion industry at large.

Ana Szabo photography – website content and tone of voice and layout consulting

I was asked to overhaul an independent wedding and portrait photographer's website as she repositioned the business. The brief was to fine tune her brand personality, hone the tone of voice and communicate the personal and story telling element of her work ethic and relationships with each client.

Lobos website – webcontent, creative content, Tone of voice, product descriptions,straplines

This is a new luxury handbag brand which approached me to assist them with their launch into the UK market. The brief included re-positioning the brand and all creative content to speak to a UK audience while identifying and establishing brand Tone of Voice and brand story. I also assisted in rewriting all the website copy, standard marketing communications and product descriptions. The brand now has a library of straplines, hashtages, creative content and turns of phrase to repurpose across all marketing and social media, plus a distinctive tone of voice and brand personality.

SEO website article -The history of denim

My client was a clothing manufactuer who wanted to optimise the SEO on the website bearing in mind the industry audience and media they wished to target. This was all with a view to optimising their SERP ranking.I carried out detailed research and extensive editing to produce an engaging read which included a subtle balance of internal and external links around a body of text which was relevant, engaging and keyword friendly.The objective was organic search results success. In all cases where I carried out similar projects for this client, the result was position #1 in Google for their desired search terms.

SEO website article – Environmental cost of fast fashion

My client was a clothing manufactuer who wanted to optimise the SEO on the website bearing in mind the industry audience and media they wished to target. This was all with a view to optimising their SERP ranking.I carried out detailed research and extensive editing to produce an engaging read which included a subtle balance of internal and external links around a body of text which was relevant, engaging and keyword friendly.The objective was organic search results success. In all cases where I carried out similar projects for this client, the result was position #1 in Google for their desired search terms.