ProCopywriters
Browse real work by ProCopywriters members, by sector, format or kind of work. Every piece links to the writer who wrote it.
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ArticleAgeas 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.
Award-winning blog writing for Complete Fertility CentreAwarded 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.
ArticleI provide regular support regarding content. This includes finding content collaboration opportunities and gathering input from subjects in the industry for particular blogs.
ArticleHow do you make a complex product like hedging relevant to the average reader? You show them how it has an impact in the real world. In this blog post, which won a Best B2B content award in 2021, I tell the story of how hedging made the Chicken Mc Nugget commercially viable.
ArticleA 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!
ArticleThe 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.
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ArticleThe 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.
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Visa – Copywriter, Ecosystem Publishing, SEO, GEO & AI DiscoverabilityThe 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.
ArticleI 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).
ArticleRegular blog posts and case studies for the UK's only telecoms co-operative
ArticleThis was a blog post for Netsells, discussing how travel tech is changing.
ArticleHow 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.
Blog writing for fintech startup XaceWriting a series of blog posts for London based fintech startup Xace. Ongoing.
ArticleTexting 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.
ArticleI'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.
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ArticleWebsite copywriting for new safari DMC based in East Africa, including landing pages, banners, and articles.
ArticleI 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.
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ArticleBlog 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.
ArticleIn a competitive retail energy market real-time energy pricing is key. Learn how Gorilla makes this a reality by centralizing pricing knowledge
ArticleEditorial 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.
ArticleVMware article and CTO Q&A for NITECH, NATO's quarterly technology publication
Example article: China remains at the forefront of technology.
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/
ArticleAll 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.
ArticleBaringa 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.
The energy saving spark in LED Furniture
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.
Article"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?"
ArticleSpreading 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.
ArticleA news-based blog post on government legislation for FreeAgent's small business owner audience.
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ArticleNSIPs can bring local benefits, but they can also cause disruption and concern for nearby communities. To help with this, many developers make community grants available, designed to benefit the economy, society and/or the local environment. We recognise that the process needs to be made as simple as possible, so that local and parish councils can work together effectively and make sure that residents' voices are heard. What community benefits funding is available for NSIPs? There are a range of benefits grants available, depending on the type of project. Offered voluntarily by developers, these include cash payments that go towards community funds, investments in local amenities, support for education and skills, or even practical benefits like donating equipment or services that the community needs. How to find NSIP community grants and funding opportunities Anyone can find out more about grants and project-related funding by engaging with an NSIP consultations, and once finalised by the developer, the benefits should also be locally advertised and searchable online. You can find a list of all of the current NSIPs in Suffolk here and the individual websites listed will have details of any funds that developers are making available for local communities. Examples of some of the grants that are available for NSIPs in Suffolk: Sizewell C Community Fund (£23m) which focuses on reducing the impacts of the Sizewell C construction. Sizewell C Neighbourhood Fund (£10k) which is for projects that directly benefit people living within 10 miles of the Sizewell development site. National Grid's Bramford to Twinstead Community Fund is offering grants of up to £20,000 for communities along the project route and opened in May 2026. A woman with grey hair wears dungarees, and standing behind tables set up with gardening items on the tops. Children and a couple of adults looking at the items. The setting looks like a large greenhouse. Tips for making a strong NSIP funding application Engage early with developers: the best time to influence community benefits is during the pre-application stage. This is the stage where the formal dialogue and exhibitions will happen, and where developers will be consulting the local community. Use Local Impact Reports to support your case: find out if your district or county council has produced a Local Impact Report (LIR) for the project. This will help you find out about any expected impacts (like noise or traffic). As community benefits may be ai to mitigate these impacts, this information can strengthen your application. Show how the project affects your community: the NSIP planning process aims to weigh local impacts against national needs. If you want to make a strong case for a grant, you will have to be very clear about how the project affects your community. Using evidence to support your application: good applications are evidence‑led. You can reference data from SODA, alongside local evidence gathered through surveys and other consultation activities. This should describe the groups served, how services are delivered, and how the council understands local need. A group of young girls are playing football - some wear red and white uniforms, the others wear black andwhite stripes. Inclusion and balancing community needs: applicants should show how projects are inclusive and avoid unintentionally excluding certain groups. But where a scheme benefits one group more than another, for example a new playing field that mainly serves children and families rather than dog walkers, this should be acknowledged. The application should explain how impacts are balanced, such as by improving nearby walking routes, providing alternative spaces or delivering complementary initiatives. Align with the funder’s objectives: clearly show how your proposed project aligns with the funder’s priorities. Explain why the proposal is a good strategic fit and demonstrate that all relevant policies and procedures are already in place. Developing a short council business plan can be helpful, even if informal, as it sets out ambitions, priorities and how the project supports longer‑term community goals. Ask the local community: consult local people and ask them for their views. Use local knowledge to explain how the development could affect the area and the people who live there. This can also help shape your grant application. Collaborate with neighbouring councils and organisations: small community organisations and parish councils can work together to draft a joint application. Applications from multiple parishes or charities are often more effective than competing or separate applications. Plus, you can share the workload, advise each other and pool helpful data. Smal clumps of seagrass is blowing in the wind, on a low sand dune with the beach and sea in the background. The sky is blue. Biodiversity Net Gain: NSIPs are required to deliver biodiversity net gain, so you can link this requirement to your desired local outcomes. This could include greener and more attractive public spaces, improved habitats, or opportunities for volunteering, learning and wellbeing. Demonstrating how environmental improvements directly benefit residents can significantly strengthen an application. Look at this case study about Saxmundham Town Council’s approach to mitigation for an NSIP (please note this example was not for a grant funding application). Defining success: a strong application will clearly describe what success looks like and how it will be measured. Councils should explain how the project supports growth, resilience or wellbeing, and set out any match funding, including the use of Community Infrastructure Levy or Section 106 monies. Funders will also look for proposals that create opportunities for further development and deliver clear benefits to hard‑to‑reach groups, ensuring long‑term value for the community. Get advice and support: councils and organisations in Suffolk can ask for advice on engaging with developers by contacting the SCC NSIP Team at NSIPs@suffolk.gov.uk. Or you can contact SALC via the Members Portal or email engagement@suffolk-alc.gov.uk.
I write a weekly post for Yell's Knowledge Centre, discussing content marketing, social media and web design.
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ArticleWriting long articles for the newly-launched jobs and resources site.
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ArticleAptean 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.
ArticleA production company has a legal and moral duty to protect its crew, actors, and stunt performers—but everyone on set shares that responsibility. Having spent 22 years in the film industry alongside a background as an ex-firefighter, I’ve learned that common sense alone isn't enough in high-risk environments. Every scene brings unique hazards, from performer fatigue and stunt harness setups to pyrotechnics and unpredictable weather. Thorough script breakdowns and early risk profiling don't just prevent serious injury; they protect your budget and reputation. When production companies plan intelligently, safety doesn't slow down the creative process; it keeps the show moving forward.
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ArticleTREND 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."
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ArticleThis was a guest post for Wooshi, discussing the changing face of video marketing.
ArticleLearn how Girtz Industries improved engine testing reliability and efficiency with the SuperTorque 8Z starting system.
Article...what GLP-1s are teaching us about the weight struggle
ArticleBlog post "Are Developers Really in Charge of Security?"
ArticleFor the majority of 2021 I was retained as Checkit plc as its UK PR support. This involved writing (and placing) a number of articles in its key target sectors - hospitality, healthcare, retail and HR. You can read the content here, attributed to comms manager, Nick Henderson - https://www.checkit.net/blog This is an example piece that was placed in IT Pro Portal
ArticleThis 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!
ArticleArticles, landing pages, copyediting and proofreading for start-up safari tour operator linked to the charity, For Rangers.
Research Communications for THIS InstituteMaternity 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/
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ArticleCreating monthly articles for GatherContent's 'Resources' section.
ArticleThis was a guest post for Wooshi, discussing creativity in the digital age.
ArticleMy 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.
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Blog writing posts for MammaloMammalo is a tech startup based in London. From Plumbing to Makeup or Photography, they help you find the best service expert for your everyday needs. I was asked to write 10 x SEO blog posts containing keywords for their website and source images. Here is a link to one of the blog posts here: https://blog.mammalo.com/beauty-health/how-much-do-makeup-artists-charge-in-london/
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ArticleThe problem isn't AI. It's what happens when we remove the human from the process. Generic, repetitive AI content with zero personality makes me want to close the browser. But AI helps research, spot gaps, and structure ideas. It gives me the bones. But bones aren't a person. I take that information and apply judgment. I fact-check it. I bring in the client's experience, opinions, and voice. That’s the difference between AI-generated and AI-assisted content. One replaces the human; the other helps you do the job better. The sweet spot is in the middle. Use AI for research, structure, and speed. Use humans for judgment, empathy, creativity, and brand voice.
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Computing sponsored contentIn November 2021 I was commissioned by ByBits to produce four articles for one of the UK's technology websites, Computing. The articles were some of the best performing pieces of the year on the site averaging over 1500 views, 100 clicks and a view-time of around 4m each - all above the threshold for what Computing would normally expect for pieces of this nature. You can read all four articles here - https://bit.ly/3nucykM
ArticleMy 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.
ArticleThis is a comment piece that was placed in Insurtech Magazine from the founder of By Bits in response to the FCA changes relating to the dual pricing ban, which you can see here - https://insurtechdigital.com/digital-strategy/why-dual-pricing-ban-will-drive-insurance-to-a-better-future
ArticleThis article looks at the new face of experiential learning: Learnlife, a learning hub based in Barcelona. It was written for my client, Muzo, a classroom furniture supplier.
ArticleBlog post on Embedded Finance for GoCardless
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