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Website copy

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.

LifestyleWebsite copy

About the project

About:

DREAMS ARE MEANT TO COME TRUE. YOUR WEDDING IS A CELEBRATION OF LOVE AND YOU DESERVE TO SAVOUR EACH AND EVERY TINY DETAIL OF THE JOURNEY WHICH LED THERE..

This is why from the moment you hear “Will you marry me?” you start dreaming of a new meaning to your life and the milestone of a family life.

I understand how difficult it is to select a wedding photographer to take on this sensitive and profoundly personal role; to award them the trust to capture the tone and spirit of one of the most intimate and precious milestones in your life.

I would be honoured to be part of the team who will make your dreams come true. In capturing the essence of a day rich in memories, full of family traditions and coloured by emotions, I seek to preserve every tiny detail, from a bridesmaid’s playfulness to a mother’s pride. All of these things form the magic ingredients of a beautiful story.

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My Philosophy:

My

P H I L O S O P H Y

TREASURING MOMENTS SPENT WITH LOVED ONES. CELEBRATING LOVE AND NEW BEGINNINGS. STARTING A FAMILY

These are the moments which create the joy, the laughter and the memories which last a lifetime. They form the narrative of our lives and remind us of who we are and where we’ve come from.

My work is driven by the desire to capture these magical moments and preserve them in time. Forever. To tell that story of love and capture the precious quality of that moment, so that it’s never lost.

LIFE EVOLVES; BUT A PHOTOGRAPH NEVER CHANGES

Imagine telling your story to your children and grandchildren and showing them that very moment when your love story began. Sharing each chapter of your journey as it blossomed and being able to rekindle those very same feelings as though it were today. To be able to share that history with those you love and tell them where they come from is a gift and one of my greatest passions as a photographer.

As a fine art story teller, I believe that moments we capture in our hearts deserve to be captured and held forever.

Article

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.

Science and technology
Website copy

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

Consumer goods
Visa – Copywriter, Ecosystem Publishing, SEO, GEO & AI Discoverability
Article

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.

Science and technology
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