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SectorScience and technology15Business, finance and law12Healthcare and pharmaceuticals10Education8Sport, travel and leisure5Fashion4Lifestyle4Property and interiors3
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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
melissa wheelerSenior freelance copywriter. Tone of voice, content strategy, UX writing and SEO
Award-winning blog writing for Complete Fertility Centre
Article

Award-winning blog writing for Complete Fertility Centre

Awarded 2nd place in Feedspot's Top 10 UK Fertility Blogs in 2020 for Complete Fertility Ltd, part of the market-leading Assisted Reproductive Services provider, Virtus Health. I wrote regular informative fertility blogs with clear messages that were designed to break down fertility jargon so that it is more easily understood by prospective patients.

Healthcare and pharmaceuticals
Helen KennardH Kennard I Freelance Marketing Copywriter I Compelling Copy that Captivates & Converts

The energy saving spark in LED Furniture

Article

LED Furniture blog post

To create a blog post about the innovations in LED furniture. The keywords requested were 'energy saving' and 'LED furniture' with a density of 3%. The blog had to be informative and fun.

Property and interiors
Article

Welcome to Leeds

The new Welcome to Leeds website (managed by LeedsBID) was launched in January 2018 profiling the best of the city, from what's on information to features and articles about Leeds past and present. A range of copy has been produced to help populate sections of the website including articles about the Tech sector in Leeds, new restaurants in the city, and blue plaque highlights.

Science and technology
Kathy Sharpe MCIPRFreelance Education Copywriter and Communications Consultant
Article

News article for Solved magazine for Ageas

Ageas is one of the UK's largest car insurers. I've worked for the internal communications and broker teams since 2016, so when they asked me to write this news piece for online magazine Solved, they received it the same day. Knowing your client often makes a job go faster, because you know their style and tone of voice before you start.

Business, finance and law
Article

Rated People – construction and builder site

All text for a new website launch, including financial terms and conditions. This included public-facing and tradesperson-facing areas of the site, creating a dual sales platform. Using stats to create hooks and press stories. Regular blogs for the site, too.

Engineering and manufacturing
Iain AitchSenior copywriter & ideas consultant: data, charity, thought leadership, tech & architecture
Article

Feature article for OVO Energy

I was commissioned to research and write an article/guide for OVO Energy on the current state of eco initiatives within the UK and the rise of Demand Side Response (DSR).

Jacky Fitt FRSAInforming, inspiring | GEO/SEO specialist | award-winning author and editor
Article

Copywriting for For Rangers Adventures

Articles, landing pages, copyediting and proofreading for start-up safari tour operator linked to the charity, For Rangers.

Sport, travel and leisure
Heather ColeTravel Copywriter | Safari + Luxury Adventure
Article

Case Study – SENS Stored Energy Systems

Narrativio

Learn how Girtz Industries improved engine testing reliability and efficiency with the SuperTorque 8Z starting system.

Engineering and manufacturingBrochuresWebsite copy
Sarah MacKinlayEnergy and B2B tech specialist | Thought leadership | Strategic B2B copywriter
Article

A Wikipedia-beating blog at the top of Google

Spreading the word about key conservation law The charity Friends of the Lake District wanted to get a blog at the top of Google, or at least on the first page of results. By becoming the leading reference point for one of the founding tenets of National Park management, it would help raise awareness. Especially for their Save Our Lake District campaign. Their target audience: visitors, residents, potential partner organisations, journalists and influencers. You can never guarantee a top spot in Google, as you can’t control what competing pages are doing. But it was such a niche subject I thought we stood a good chance.

Charities
Helen ReynoldsStrategic high-converting content
Article

Blog article from the series The Human Element

Texting gives us the gift of time; impulsive reactions are curbed, and messages are reviewed. Yet convenience has a cost. When communication is compressed into text bubbles, the polite pause or unvoiced nuance gets edited out for brevity. Devices make us hyper-communicators, but true connection still requires saying what can't easily be typed.

Rachel RoussellFreelance Health & Longevity Copywriter | Evidence-Based Science Content
Article

Sports writing

I have ten years’ experience as a journalist, including five as sports editor of a regional newspaper – the Somerset County Gazette. I was responsible for writing and editing sports stories, features and match reports. This included finding new angles for stories, researching articles and carrying out interviews. This experience has allowed me to develop into a highly proficient sports writer, able to find and produce appealing articles that give readers an extra insight.

Sport, travel and leisure
Research Communications for THIS Institute
Article

Research Communications for THIS Institute

Maternity care is uniquely complex because it involves at least two lives: the person in labour and the baby. Decision-making for clinicians and those in labour is highly challenging: situations initially assessed as low-risk may deteriorate, many things can change over the course of a labour, and both emergencies and the risks of over-intervention have to be managed. https://www.thisinstitute.cam.ac.uk/blog/working-together-for-safer-maternity-care/

Healthcare and pharmaceuticals
Sarah ClarkI turn complex concepts into engaging content for healthcare, public sector and research.
Article

Magazine Editorial | Versatile Insurance

Editorial PR article for a specialist insurance company. Featured (with by-line) in leading UK tattoo magazine 'Tattoo Master' highlighting the importance of specialist cover for tattooists.

Business, finance and law
Article

Blog Post for Software Developer

"Founders, CTOs, and product executives know the score: Core platforms are engineered for maximum stability in the early days of a digital product. Stability tends to be a fairly easy objective to accomplish when a user base is small. But what happens when your platform really starts exploding?"

Science and technology
Malcolm CoxSEO Copywriter at Contentable | Content Writer | Creative Writer
Article

Web and print for Crew Clothing Company

I've worked with a number of retail and fashion clients. Crew has a distinctive tone of voice and asked me to write product descriptors for their latest lines plus research and write articles for their seasonal newspaper.

Fashion
Caroline GibsonCaroline Gibson, Freelance Copywriter
Article

Dragon Soop Blog Posts

A pun-tastic article announcing Dragon Soop as the shirt and short sponsors for Rugby 7s team, The Pig Wrestlers. The challenge: include as many pig puns as possible. Challenge accepted!

Sport, travel and leisure
Matt DrzymalaCopywriter for playful brands that don't do boring.
Article

Blogs for a Rug Seller

The rug company wanted a regular blog to attract potential customers to their website. They needed SEO on certain words, which we agreed on. Topics for rugs were their colour, their pile or their size and shape. The displayed blog is for brown rugs.

Example article: China remains at the forefront of technology.

Article

Technology News Article Writing

Writing regular content submissions around subjects relating to technology, innovation, scientific breakthroughs, new gadgets and anything which impacts the way in which we live, or will have a technological impact on our future. Author profile: https://abundary.com/author/lauren/

Science and technology
Article

Blog Posts for Kent Teach

How many times have you asked your pupils a question from a topic they learned last month, only to be met by silence and blank faces? Luckily, there is an effective way to slow down the rate of forgetting and improve long-term memory. It is called spaced practice. In this first blog post, I explain what spaced practice is and how it strengthens long-term memory. In the second blog post, I explore ways to implement spaced practice in the classroom.

Education
Article

Menzies Response

Blog article for Ashford fulfilment company Menzies Response. I've trebled their web traffic in one year thanks to a series of blogs that have performed well on social media.

Article

Turning Baringa’s expert insights into industry thought leadership

Baringa is a global management consultancy operating across energy, financial services, consumer products and government. It wanted to extend the value of its expert roundtables by turning complex discussions into compelling articles for a wider industry audience. Gunning Marketing developed clear, engaging thought-leadership content on decarbonisation, AI and the energy transition, helping Baringa communicate its expertise and strengthen its industry profile.

Business, finance and law
Anna GunningTechnical content writing & copywriting for scale-ups and enterprises
Article

VMware blog writing

I regularly write blogs for VMware that sit on its site. My brief covers; retail, defence, and healthcare while I am also the only UK copywriter tasked with producing content for the executive team. The VMware blogs are hosted globally and populated by many writers and staff so there is no singular link to my work, but you can see the blogs here (https://blogs.vmware.com/) and I am more than happy to share specific examples of what I have produced.

Healthcare and pharmaceuticals
Article

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.

Fashion
melissa wheelerSenior freelance copywriter. Tone of voice, content strategy, UX writing and SEO
Article

My Little Business Blogging Toolkit

This fabulous little toolkit contains all the tools you need to set up your blog and create fabulous content that is both SEO-friendly and your audience will love! A great resource for freelancers and self-employed people who want to learn how to blog without the faff!

Article

Copy-editing a lead-generation ideas book for TREND Group

TREND Group offer kitchen and bathroom refurbishments and operate as a franchise network. This was a give-away book for a franchisee conference, focusing on 70 ways to generate more leads. Ideas came from various parts of the business and external agencies, so the company needed a consistent editorial tone. The deadline was tight, with some ideas requiring extra content and others needing a different slant to avoid repetition. The client said afterwards: "We needed a copywriter with a marketing background or great knowledge in this area to help create a 100 page lead generation book. Fran made every effort to accommodate our extremely tight deadline, was very efficient in the completion of this project and was able to suggest additional content when copy-editing the articles. The book has a consistent tone throughout which is what we wanted, due to several people having written the articles. I wouldn’t hesitate to use Fran again or recommend her services and the book was well received at our franchise conference."

Property and interiors
Article

Being fat was never your fault

Sole writer

...what GLP-1s are teaching us about the weight struggle

Education
Sarah ClarkI turn complex concepts into engaging content for healthcare, public sector and research.

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