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

Copywriting for Siyara Trails

Website copywriting for new safari DMC based in East Africa, including landing pages, banners, and articles.

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

Blog posts for Suffolk Association of Local Councils

NSIPs 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.

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

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.

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

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

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

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

Blog article for The Fight Arranger

A 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.

Business, finance and law
Rachel RoussellSenior Freelance Copywriter - High-Impact Website Copy, Blogs & Strategic Content Strategy
Article

Blog article for Anti-Ageing Systems

For Arthur Miller, a seasoned marathon runner with over 30 years of miles under his belt, running was more than a hobby; it was a lifeline. When his first marriage broke down in the early 1980s, leaving him in deep emotional turmoil, the open road became his sanctuary. In the UK, over 75% of suicides are committed by men, making it the leading killer of men under 35. Yet men remain notoriously hesitant to ask for help. While therapy and medical support are vital, powerful forms of self-help are completely free, and physical exercise remains one of the most effective ways to boost mood, process emotions, and build mental resilience. Arthur’s journey began humbly around his 41st birthday with a pair of blue Adidas running shoes. That single decision sparked a lifelong passion: running the inaugural 1981 London Marathon, conquering New York and Paris, and eventually qualifying for the historic 100th Boston Marathon. Beyond the medals, pounding the pavement gave him clarity, lifelong camaraderie, and a grounded spirit through life's inevitable ups and downs. Now approaching 80, Arthur considers himself one of the luckiest men alive: 'Running kept me grounded, gave me a community, and quite possibly kept me sane.' If Arthur’s story proves anything, it’s that every step forward, no matter how small, is a step in the right direction for your mental health.

Healthcare and pharmaceuticals
Rachel RoussellSenior Freelance Copywriter - High-Impact Website Copy, Blogs & Strategic Content Strategy
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 RoussellSenior Freelance Copywriter - High-Impact Website Copy, Blogs & Strategic Content Strategy
Article

Blog article for the series Beyond the Content

The 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.

Science and technology
Rachel RoussellSenior Freelance Copywriter - High-Impact Website Copy, Blogs & Strategic Content Strategy
Computing sponsored content
Article

Computing sponsored content

In 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

Science and technology
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
Blog writing posts for Mammalo
Article

Blog writing posts for Mammalo

Mammalo 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/

Science and technology
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.