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Website copy

Core content expertise for a new marketing function, beating targets by 138%

Nordcloud, an IBM company, is a European leader in cloud migration, managed services, and training. It needed a full website overhaul – 65 pages, live within 3 months – alongside content-driven campaigns to hit ambitious sales goals. Gunning Marketing delivered the website to deadline and acted as Nordcloud's core content team, helping marketing exceed revenue targets by 138% in Year 1.

Science and technology
Anna GunningTechnical content writing & copywriting for scale-ups and enterprises
Website copy

Website Copywriting | Saunders Digital Ltd

Fresh website copy for a recently rebranded and repositioned digital marketing and cloud solutions company.

Science and technology
Sarah MullaneyShe's a Writer | Freelance Copywriter & Content Writer in the Midlands | B2B and B2C Copywriter with 9+ Years' Experience
Website copy

Web migration and revamp for Durham Cathedral

Durham Cathedral were about to start remodelling their website. They wanted to make the content of their 150-plus pages more appealing to their target audiences. These included visitors, regular worshippers, teachers, researchers and potential volunteers. I acted as temporary web editor remotely for two days a week for four months. I researched similar organisation websites such as York Minster, created content and adapted existing pages, marked up missing areas as well as writing SEO metadata descriptions, streamlining navigation choices and incorporating staff feedback. I then loaded the content onto the new website, checked it and highlighted any issues in the bug log. Afterwards I delivered How to manuals for the staff so they could update the website, as well as delivering a training session on user-friendly web content.

Education
Helen ReynoldsStrategic high-converting content
Website copy

Clear, accessible web copy for an ADHD charity

Here's a brief extract from one of the resources pages: ADHD types and symptoms We're all different, and ADHD shows up differently for everyone, but three core traits sit at the heart of the condition: inattention, impulsivity and hyperactivity. These traits often show up in childhood in the following ways: • Inattention: easily distracted, struggles with concentration, difficulty staying organised • Impulsivity: impatience, risk-taking, disproportionate emotional responses • Hyperactivity: restless energy, constant talking, fidgeting, difficulty staying on task It's common for these behaviours to present differently across genders. For example, boys are often more physically hyperactive – hence the outdated stereotype of the disruptive, naughty boy. On the other hand, girls may appear quiet and inattentive, due to mental hyperactivity that can result in daydreaming or emotional overwhelm.

Charities
Sarah TownsendFreelance copywriter and editor since 1999. Transforming words from BLAH BLAH to TA-DA.
Website copy

Website copy for Charlie Bigham’s

We love food. Proper food that's full of flavour, made with real, fresh ingredients. And we really love making food for people who share that passion. For us, every step of creating a dish matters, from sourcing and cooking the best ingredients, to serving and enjoying a delicious meal with people who make us smile.

Consumer goods
Megan DouglasBrand copywriter
Website copy

Positioning a growing trade association as an industry authority

Aluminium Federation (ALFED) is the representative body for the UK aluminium industry. It wanted to raise greater awareness of its role among members, as well as business and government stakeholders, but needed a content partner who could quickly grasp a highly technical sector. Gunning Marketing repositioned ALFED with a clearer value proposition, new website, content, reports and collateral – driving increased traffic, a stronger LinkedIn following, and greater authority across the industry.

Engineering and manufacturing
Anna GunningTechnical content writing & copywriting for scale-ups and enterprises
Website copy

SEO-friendly website copy for an Italian towel company

The client Almatex was founded in northern Italy in the 1940s and is one of the only remaining terry towelling producers in Italy. Having resisted the 1990s textile crisis, they looked instead to innovation and doubled down on their sustainable practices. Today, they sell a wide range of branded and plain terry towelling products to spas, hotels and big businesses in Italy and beyond. The project Almatex was rebranding, launching a shiny new SEO-friendly Italian website with copy written by an Italian SEO copywriter. They now needed an English version which would allow them to get their products in front of international clients. It needed to be SEO-friendly to capture organic search traffic in the more competitive English-language market. The challenge When localising a website, it’s not enough to simply translate SEO keywords in a traditional manner. This is because the way people search differs between country and language. They may not use the same words and phrases (or even a literal translation of those words and phrases) to search for the same products and services. There may be a number of possible keywords: an SEO translator’s job is to use SEO tools to determine the relevant keywords which have an optimal balance of competition and search volume, while matching the users’ intent in the new market. This was one of the challenges which I faced when localising the Almatex website: the main keyword they were targeting in the Italian copy had 7 (!) possible translations. Using my SEO tool, I was able to identify which of the possible translations would be the best keyword to centre the copy around, while the other 6 keyword served as synonyms. This data-driven approach meant we weren’t simply guessing which terms would be more popular among searchers looking for towelling products. The result Almatex now has an English-language website which showcases its product range to prospective English-speaking clients AND is optimised for the search engines. What the client said Vittoria Zambaiti on Almatex’s design team said: We’re very happy that we worked with Fuschia! She kept to the deadlines and was polite and helpful, willing to work with the team. She is very professional and I recommend her to anyone who wants English copy tailored to their needs!

Sport, travel and leisure
Fuschia HuttonCross-cultural copywriter & transcreator for ethical brands expanding globally
Website copy

Web content for an HR Consultancy

In your organisation, do you find that your people are held back by a lack of self-awareness? Maybe individuals and teams don’t fully understand their own behaviour and response patterns. In the same way, perhaps they don’t understand each other. This is where RPG will help. We’ll lead your people through the Insights Discovery™ personality profiling tool. We use Insight Discovery™ as a key ingredient to individual and/or team coaching, in relation to internal and external situations. We conduct the sessions either virtually or face-to-face, for groups or for individuals – whichever is best for you.

Business, finance and law
Stephen ChurchCopywriter Pro — SEO and GEO copy that helps SMEs grow
Website copy

Major SEO boost for luxury website

A new era for a traditional product Picnic Wicker specialise in luxury hampers with quintessential British charm. Disappointed by the inferior quality of foreign imports, the Spurrs switched to hampers grown and crafted in Somerset. To support this new direction, they decided to revamp their website. I was recommended by web developer to their web designer to help with navigation, web content and to lead a search engine optimisation boost (SEO).

Science and technology
Helen ReynoldsStrategic high-converting content

In a competitive market place, Vamos Trekking needed to identify its USP and positioning and then work out how to communicate this to her ideal customers, sociable expats curious about exploring Switzerland.

Website copy

A website full of personality for a Swiss mountain guide

Vamos Trekking was set up by Marisa Galileo to share her love of hiking and connecting with other expats in her adopted home of Switzerland. Now that Marisa was coming to the end of her mountain guide training, she needed a website to act as a shop window for the tours that she offers.

Fuschia HuttonCross-cultural copywriter & transcreator for ethical brands expanding globally
Website copy

Writing enticing holiday cottages web content

A luxury holiday cottages owner commissioned a marketing agency I often work with to produce a ‘modern cottage’ feel website. I was commissioned to write the web content and Search Engine Optimisation aspects. Following my Chat – Research – Write process, I talked to the owner on the phone. I then joined the commercial photographer on her photoshoot to collect more details. The result is a website that truly reflects these havens of tranquility.

Sport, travel and leisure
Helen ReynoldsStrategic high-converting content
Website copy

Ascola Ltd website

Ascolta Ltd provides executive consultancy support for education and business sectors, helping to secure growth in times of significant change. With experience in both government-funding bodies and sizeable further education colleges, Ascolta offer expert support in many areas, from Apprenticeship Levy compliance and contractual requirements to Quality Assurance and Ofsted support. For this project, I was asked to review the existing Ascolta Ltd website and research Ascolta’s competitors, revise and rewrite several pages and create fresh content for others.

Education
Kathy Sharpe MCIPRFreelance Education Copywriter and Communications Consultant
Website copy

Website copy for My FD: small business and contractor accounting specialists

Small business accounting service A flexible accounting service for small businesses, whether you operate as a limited company, a sole trader or a partnership. This one's for you if you want to: - Minimise the time you spend on financial admin - Have real-time insight into your financial situation - Get proactive advice on optimising the money you withdraw - Be certain you're complying with all accountancy and tax legislation

Business, finance and law
Helen KeevyStrategic Copywriter & Content Designer
Website copy

Total involvement delivers content for new website

About us [landing page] Title: ABOUT US Text: Excellence in adventure for all pilot-owners [23-word intro] Do you dream of gaining your licence? Want to maximise your flying and offload ownership hassles? Need support to be a safer pilot? Or seek ways to inject adventure into your flights? [27-word intro] Echelon Air can make all this possible. As an experienced trainer and valued Cirrus Partner, our end-to-end servicing works to your needs and schedule. We do all we can to leave you flight ready and equipped for your next adventure. Number graphics 250+ Pilot graduates 600+ tonnes Carbon offset since 2021 9+ Training courses 40+ Years of instructor experience ABOUT US Dedicated and passionate… [148 words] We are committed to bringing superior flight experiences to those who require the best. But this isn’t solely about luxury travel and the delight of personal aircraft ownership. It’s about fresh destinations, resetting the priority clock and putting you firmly in the pilot’s seat. It’s our mission to help every graduating pilot answer the question of what comes next. We deliver this with comprehensive owner services, flexible training programmes, the invitation to join our bespoke flying adventures or shared insight to create your own. We’re here to reset the status quo of the pilot-owner experience. No need to seek separate training, maintenance and sales providers. We have aligned services that we tailor just for you. With us you’ll always feel connected. Benefit from our years of expertise owning and operating aircraft around the world. It’s a network to be part of. Our Fleet Modern and well-equipped Striving to always deliver best in class, our training fleet of Cirrus Aircraft is the safest, most advanced piston aircraft in general aviation. And comfort is second-to-none too. They’re all here – the SR20, SR22, SR22T and Vision Jet – with integrated digital flight displays and Garmin avionics fitted as standard. Our Flight One Tech G6 SR2X Simulator is an important part of our comprehensive scenario-based training. Cirrus-approved, with a functioning CAPS handle and full failure modes, it’s the ideal route to avionics knowhow or efficient recurrency training. New for 2024 we’re adding an Aeropro Eurofox high-wing STOL aircraft. A joy to fly with responsive, coordinated controls, it handles the shortest and roughest airstrips. Reconnect with your flying roots in this one-of-a-kind tailwheel. Through our pilot partners we can also secure other high-performance piston and turbine aircraft for rental and training. Just tell us what you need. [text block] Responsible aviation Reduced environmental impact We recognise our responsibility to leave the world better than we found it and fully commit to: • Offset our complete emissions footprint by 300%, • Support social entrepreneurs in developing economies, • Use Sustainable Aviation Fuel where possible, • Donate ±10% of profits to UK charitable causes. [content below to be laid out like this…] The Benefits of Echelon Air Like our aircraft fleet, you’ll find us modern and equipped. Always safety compliant, we’re never saddled by convention. Helping you take control of how you do aviation. Built-in adventure Finding routes to amazing places we help make the world a smaller and more diverting place. Excellence made simple Welcome to your one-stop-shop for all general aviation and aircraft owner needs. Tailored delivery Like your favourite restaurant, we always work to your tastes, serving the best of what’s available. 21st-century training Enjoy safe landings both in theory and practice with our approved simulator and leading in-flight avionics. Flexible programmes Keeping things accessible and actionable, flight training takes note of your motivations and availability. Total management Be free to fly as we take insurance, hangarage and maintenance firmly off your ‘To Do’ list. Global mindset In air miles and connections, we’re a company of the world. Tap into our network whenever needed. Ideal location Our Biggin Hill base offers easy London access or a taking-off point to wherever you need to be.

Science and technology
Rachel HodgesCreative Content - Strategic Thinking | Corporate storyteller
PCR Digital | Recruitment is broken. We’re fixing it
Website copy

PCR Digital | Recruitment is broken. We’re fixing it

The team at PCR Digital wanted to update their website and were ready to stand out above the noise of recruitment in London. They commissioned the development of their brand tone of voice and new copy for their website, with case studies, in 2018. The PCR team work closely with candidates and clients alike and have placed candidates in challenging roles for multinational brands with great success. They work hard to maintain client confidentiality so the new site had to demonstrate their calibre, without broadcasting their client's names as social proof. "When you sent this over I only really skim-read it as I was so wrapped up in the content and the website. Now I've had time to properly go through the Tone of Voice and I just want to say, I think it is brilliant. It completely captures PCR - our ethics, our culture, our drive - I love it! I just realised I'd never really given you any proper feedback on this part so just wanted to say a big thanks :)" Laurie, Operations Manager

Business, finance and law
Website copy

Tone of voice & web content for Francis Holland School

Sixth Form – Welcome Welcome to a Sixth Form that’s decisively, distinctively and definitively London. This is your space. So own it. We’re here for your future, your way. Develop new skills. Embrace new challenges. It’s all yours for the taking.

Education
Caroline GibsonCaroline Gibson, Freelance Copywriter
Website copy

Writing web content for an accountancy practice

Our focus is you As Northamptonshire accountants, our clients cherish our relationship, not just because of our range of services. They also appreciate the way we work. They see us, not so much as accountants to meet with once a year to ‘go over’ the accounts. For our clients, they value the feeling of friendship. Like any good friends, of course, we won’t just say ‘well done’ when everything is rosy. We’ll also be at your side with friendly, knowledgeable advice when things are not going so well.

Business, finance and law
Stephen ChurchCopywriter Pro — SEO and GEO copy that helps SMEs grow
Website copy

Franchise Recruitment website

An example of an effective and well put together franchise recruitment website which acts as both lead-gen and franchise prospectus, in this case for a colourful and fun brand, Udderlicious.

Business, finance and law
Dan SherringtonFranchising Copywriting Specialist
Website copy

Landsec – website rewrite for FTSE 100 company

Lead writer on a complete website revamp for Land Securities (Landsec), the UK's largest property company. The company owns many icons of the London skyline, as well as numerous shopping centres, retail parks and leisure destinations. As well as writing profiles of many of their showcase properties, I also wrote articles on investment, architect insights, sustainability, future trends and so on.

Property and interiors
Peter WiseStrategic Copywriter - B2B, Financial, Property, Tech, Energy, Sustainability
Website content for an IT company
Website copy

Website content for an IT company

PS Tech is a friendly bunch of IT experts who go out of their way to avoid IT jargon. Unfortunately, their previous website was full of it. They asked me to re-write their website content — and to include all the on-page SEO that sits behind the content. I created a voice which was as warm and approachable as the team members themselves. Keywords were researched and placed correctly on each page. As a result, their website has gone from Google nowhere-land (page 5) to the top of SERPs for almost all their key services. It is now converting visitors into paying customers.

Science and technology
Website copy

Brand voice and web copy for UNL Studios

Tone of voice and website copywriting for Bristol landscape garden design studio, unl. “We couldn’t be more pleased with the creative content that Jonathan expertly crafted for our website. Jonathan understood our brief and tone, delivering an original and engaging piece of work bursting with personality and character. Its been our privilege and look forward to working more in the future.” Robert Mills – Director, Unless Studios

Lifestyle
Jonathan WilcockFreelance brand voice copywriter
Website copy

Institution of Civil Engineers (ICE) website

ICE is one of the world's leading civil engineering institutions. As part of a website re-launch, ICE wanted to make its information clearer and more engaging. I worked with stakeholders in ICE's membership division to produce text for qualifications, careers and progression pages, regional sections, profiles and membership guidance documents.

Engineering and manufacturing
Website copy

Stream Recruitment website

Stream is an IT recruitment consultancy which recruits staff for businesses across the UK and Europe. I was asked to develop a structure and write copy for Stream's new website. I worked with senior directors to understand the business, establish a tone of voice and draft accessible content to appeal to Stream's key audiences - employers and job seekers.

Business, finance and law
Website copy

Superdrug Online Doctor – condition pages and medication advice – website copy

Period Pain Period pain – also known as menstrual pain or menstrual cramps, affects many women before, during and after their period. Some women find them uncomfortable but carry on as usual (often with the help of over the counter painkillers) but other women can find that the pain of menstrual cramps severely affects their ability to carry out normal activities. Here, we take a closer look at what causes period pain and how you can relieve it. What causes period pain? When you are having your period, your uterus (womb) sheds the lining it has prepared ready for conception. Substances called prostaglandins trigger contractions in the uterus to help it expel the lining. Severe period pains are usually caused by higher levels of prostaglandins. One in five women suffers from dysmenorrhea, or painful periods, to the point where they can interfere with her life, according to the American Academy of Family Physicians. In 2016, Professor John Guillebaud, an expert from the University College London, said that in some women, menstrual cramping can feel “as bad as having a heart attack." Period pain can be: • A cramping or throbbing in your lower abdomen. • Intense painful spasms. • A dull ache. • Pain in your back and thighs. Some women can also feel sick, suffer from diarrhoea and/or headaches. The symptoms may also vary from cycle to cycle. Conditions that may make period pain worse Although for many women some period pain is normal, there are some medical conditions which may cause severe pain. These include: • Endometriosis: where the lining of the uterus starts to implant in places other than your uterus, usually your ovaries, fallopian tubes or pelvic lining. • Uterine fibroids: these are non-cancerous growths in the wall of the uterus. • Adenomyosis: a condition in which the lining of the uterus starts to grow into the muscles of the uterus wall. • Pelvic inflammatory disease (PID): a sexually transmitted infection. • Cervical stenosis: A condition where the cervical opening is too small to allow menstrual flow to escape properly, causing a painful build-up of pressure in the uterus. How long should period pain last? In most women, period pain usually starts at the same time as their bleeding, but it can start several days beforehand. It should only last for up to 72 hours, although in some cases severe period pain can last for longer. The pain is usually at its worst when the bleeding is at its heaviest. The good news is that period pains tend to lessen as women get older, and some women also say that their period pain improves after they have had children. Which painkillers are good for period pain? Depending on how severe your period pain is, there are various ways that you can treat/relieve the symptoms. Doctors will often recommend over the counter painkillers containing ibuprofen or aspirin, but if these haven’t worked for you, your doctor may be able to prescribe an alternative like naproxen or mefenamic acid. If NSAID drugs aren’t suitable for you because of asthma, stomach, kidney or liver problems, ask a pharmacist or doctor for advice for an alternative. You should also avoid NSAIDs if you are breastfeeding. Paracetamol is another option but studies have shown that it may not be as effective as ibuprofen and other NSAIDs in relieving period pain. You could also ask your doctor for painkillers containing codeine if you can’t get relief from over the counter medicines. The Pill and period pain Some women find that their period pain gets better or disappears while they are taking the combined contraceptive pill. This is because the hormones in the Pill thin the lining of the uterus, so your period is lighter, fewer prostaglandins are released and your uterus doesn’t have to contract so much to shed its lining. Contraceptive implants or injections are another option if the Pill doesn’t suit you. Self-help for period pain For mild period pain, and to avoid taking painkillers, there are things you can do to help relieve the cramping. • Exercise – although this is probably the last thing you want to do, swapping lying on the sofa with a hot water bottle and a bar of chocolate for a gentle walk or swim can actually help to relieve mild period pain. • Heat – a hot water bottle or a heat pad can be very soothing for period pain. You can buy self-heating pads designed for menstrual cramps in most chemists. • Taking a warm bath or shower – a relaxing bath can help soothe the cramps and backaches as can a warm shower. • Giving up smoking – smoking has been shown to make period pain worse, so if you’re a smoker, it makes sense to try and give up. When should you see a doctor? If you have only recently started menstruating (having periods) in the last few years, your body is probably still getting used to your cycles and all the hormonal changes involved, so it’s unlikely that period pains are anything to be concerned about. You should make an appointment to see your doctor if your period pain begins to disrupt your day to day activities, if the pain is getting worse over time or if you’re over the age of 25 and have only just started to suffer from severe period pain.

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

Website rewrite for Social Bite — a pioneering homelessness charity

It all started with a coffee shop. Now, it’s a movement with a mission. Social Bite began life in 2012 as a small coffee shop in Edinburgh. When Peter, a young man experiencing homelessness, came in to ask for a job, a bold new journey began. Now, with our amazing network of donors, fundraisers, volunteers, and partner businesses across the UK, we’re pushing for nothing less than an end to homelessness. One innovative idea at a time.

Charities
Joel SteinBrand voice, messaging & editorial for agencies, start-ups & non-profits
Website copy

Website copy for OnPath Energy

Our vision at OnPath Energy is to power a more sustainable future through renewable energy. Formerly Banks Renewables, we provide green energy solutions for thousands of UK households, businesses and communities. We’ve been committed to powering a greener future since 2006. 

Sustainability
Sarah FencottSustainability copywriter, 10+ years of experience in ESG reporting
Website copy

Metropolitan Police Service

Metropolitan Police Service · Sole writer

When someone reports having their drink spiked at 3am, every word must inspire trust and confidence. Working with police services, I crafted content that acknowledged the fear and uncertainty victims feel, while clearly communicating that their safety is the absolute priority. Victim support organisations praised the new drink and needle spiking advice and information service I wrote for Police.uk, the national policing website used by 81% of police forces in England and Wales.

Public sector
Adrie van der LuijtTrauma-Informed Content Consulting
Website copy

Founder: Micro Oiseau multilingual and translation website

I am building a multilingual website in support of micro entrepreneurs and start-up businesses around the world. We offer a range of expert free and paid for marketing support in as many languages as possible. The website also acts as a showcase for enterprising translators to show off their skills. We're building a vibrant community, thriving and sharing together.

Science and technology
Jacky Fitt FRSAInforming, inspiring | GEO/SEO specialist | award-winning author and editor
Website copy

Website for Meridian Risk Solutions Ltd

Design agency Pad Creative introduced me to Meridian RSL in January 2019. Meridian is a genuinely independent, specialist insurance broker. They wanted a new website that would stand out – in design and editorial – by showing that the client was at the heart of their business. With plenty of conversation that nailed down the client's uniqueness, all three partners in the project - the copywriter, designer and client – were in sync over working ethos, values and the drive for perfection. It resulted in a website with a tone of voice that suited and engaged their audience and stood out for its creativity.

Business, finance and law
Website copy

Book Like a Boss – Technology company

I work with Book Like a Boss, a tech startup. They wanted to create a website packed full of fresh content targeted at entrepreneurs. I work with them to write all content on https://bossitude.com/

Science and technology
Len WilliamsSenior copywriter | London-based | B2B tech | Engineering | Finance | Ecommerce | Healthcare | Built environment
Website copy

#ChristmasInLeeds

Recent work has included writing copy for sections of the 'Christmas in Leeds' website. #ChristmasInLeeds is a LeedsBID project designed to guide people around Leeds city centre by showcasing local creative talent and sharing festive moments. This project is one of many initiatives brought to the city by Leeds Business Improvement District (LeedsBID). I work with the Marketing, Communications & Brand team on a weekly basis. LeedsBID is a business-led, not-for-profit organisation and represents 1,000 organisations.

Charities
Kathy Sharpe MCIPRFreelance Education Copywriter and Communications Consultant
Website copy

Company website

It was time for this electrical maintenance company to update its website. We worked with the website builder, it'seeze, and the MSE team to create a new easy-to-use structure and content. We now maintain the content, news and blog sections.

Website copy

Tone of voice & guidelines, brand story, namings, elevator pitch, web copy for Lilibet’s Mayfair

Lilibet’s Restaurant celebrates the treasures of our seas. Expect unique twists as well as innovative flavours inspired by the global travels of a princess who was never intended to be queen. Every dish is served with finesse and with seasonality, sustainability and provenance always in mind. Our setting invites you to imagine what might have been, had No. 17 Bruton Street remained a private home that hosted fashionable gatherings, cocktail parties, society events and relaxed evenings with friends… Welcome to Lilibet’s: home to an unexpected majesty.

Sport, travel and leisure
Caroline GibsonCaroline Gibson, Freelance Copywriter
Website copy

Website Copywriting for a Website Design Agency

My client, Wish Web Design, wanted to portray their agency as a one-stop destination for custom web design. The brief was to appeal, at least primarily, to a local audience. A bespoke service built from the ground up was the headline.

Malcolm CoxSEO Copywriter at Contentable | Content Writer | Creative Writer
Website copy

Boreal Trees Website

I supported the tree surgery team of Boreal Trees by creating optimised copy for their website.

Lifestyle
Website copy

CDW – complete website overhaul for global tech company

Editing and rewriting all 100+ main pages of this corporate website, as well as a separate project to improve visibility and traffic via keyword consultation, research and refocusing.

Science and technology
Peter WiseStrategic Copywriter - B2B, Financial, Property, Tech, Energy, Sustainability
Website copyArmed Forces CVs – Explainer (Sales Summary) Video with CTA for B2C Website
Website copy

Armed Forces CVs – Explainer (Sales Summary) Video with CTA for B2C Website

Created to head the home page on Armed Forces CVs' website. Summarises content and presents abridged sales message at entry point, with clear CTA.

Stephen ThompsonStephen Thompson Copywriting | More Leads, More Sales, More Profit. Faster! | Expert B2B Copywriter | Professional Business Consultant |
Shepherd Offshore | Services
Website copy

Shepherd Offshore | Services

In 2018, the management team at Shepherd Offshore on the north banks on the River Tyne needed help to redevelop the company's website. With an ever-increasing demand for their services, the company's existing website was outdated and didn't cover the extensive range of essential support on offer to their multinational clients in the offshore, oil & gas, energy, marine, power and renewable energy industries. A family-owned and run business, I worked closely with the team to explore the business offering in full, develop a tone of voice to describe the services on offer and map each page to detail the available support.

Business, finance and law
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.

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

Website copywriting | V.Group Limited

Full website copywriting for the leading global provider of maritime support services. Creating short, easy to read content across 40 + pages. The project included case studies and video scripts.

Website copy

Website content for Angela Pryce, a world-leading tea expert

Angela was looking to completely overhaul her website and bring her tea services and training courses to new customers and markets around the globe. Working closely with Angela and her graphic designer, I produced concise, engaging copy that reflected the quirky and fun visual style of the new site. I completed the project to extremely tight deadlines, going well above and beyond the original brief to advise on the overall layout, navigation and user experience. My client was delighted with the results.

Consumer goods
Karen BrightBright Words | Clear, compelling content that drives leads and sales
Website copy

Dualit website

Following on from Dualit's brochure redesign, I went on to write the copy for a new website designed by D3R. This allowed the opportunity for more detail around the company's rich history, and its ethos and brand values. Much of the copy (particularly in the ;our story' section of the site) remains the same 8 years later: see www.dualit.com

Website copy

Website service page

We helped this record management company to launch their website and maintain it with new service pages. it was important to get the tone just right.

Website copy

Arjowiggins Creative Papers website

Arjowiggins Creative Papers wanted a website that not only got to the point fast, in keeping with its mission to offer designers and other customers a clear, simple path to the precise product they require. Its new positioning as the setter of ‘International standards for creative papers’ called for copy that was low on flannel and high on fact, and brought out the characteristics of each paper in just a single line or two. arjowigginscreativepapers.com Design: North

Website copy

New website for Health Supplement

The client needed three pages for her new website which was to sell a particular health supplement. We discussed her needs and decided she needed professionalism and accessibility. The Home page is displayed here.

Lifestyle
P3 Pharmacy Magazine – regular features
Website copy

P3 Pharmacy Magazine – regular features

Diabetes management: Pharmacies on the frontline (March 2026) You and your team are increasingly central to diabetes prevention, offering accessible risk assessment, early support, practical guidance and helping patients manage its impact. Sarah Clark reports. With diabetes prevalence continuing to rise, there is growing interest in whether community pharmacies could play a greater role in identifying people at risk earlier, potentially through a screening service similar to the hypertension case-finding programme. Earlier detection could help reduce pressure on NHS services by preventing serious and costly complications, in addition to the valuable support pharmacy teams currently offer customers living with diabetes or at risk of developing the condition. Jackie Higgins, senior clinical advisor at Diabetes UK suggests that pharmacy teams already play a vital role by providing advice on reducing their risk, prevention and medicine management. “The symptoms of type 2 diabetes may not be obvious, and with increasing numbers of people developing this life-changing condition, it’s vital that people know their risk,” says Higgins. “Through Diabetes UK’s partnership with Tesco, for example, pharmacy teams now provide specialist information and support for customers to help lower their risk of developing type 2. “Customers can take a Diabetes UK risk assessment in-store at more than 350 Tesco pharmacies without an appointment. Specially trained staff can also advise people living with type 2 diabetes on aspects of managing the condition, including medication and as well as offering practical tips and support.” Pharmacists based in designated locations listed on the NHS website can also refer patients at risk of type 2 diabetes to the Healthier You: NHS Diabetes Prevention Programme, if they meet eligibility criteria.   Early detection Pharmacists play an increasing role in prevention and early detection, too. They can support people with all types of diabetes to manage their condition, helping people reduce their risk of diabetes-related complications. Diabetes UK encourages pharmacy staff to engage people with diabetes and ask them about their general health, advises Higgins, particularly if they are making enquiries about products which may be related to diabetes, such as foot care products and compression hosiery. She comments: “Asking customers about their general health when they are ordering or collecting their diabetes medications is a good approach. Signposting to trusted sources containing further information would also be useful. The Diabetes UK website is a good starting point.” Pharmacists can provide guidance on the importance of regular foot checks and offer education and advice on managing foot conditions. In addition, using tools such as ACT NOW, can equip pharmacists to be able to advise people about when they should see their doctor about a foot problem. Diabetes UK also encourages clinical pharmacists to carry out enhanced structured medication reviews. The National Pharmacy Association (NPA) has highlighted new opportunities for pharmacies to expand their clinical services, including screening for cardiovascular risk and diabetes, as part of its response to the NHS 10-year plan, and in September 2024 the Company Chemists’ Association (CCA) called for a pharmacy diabetes screening service along the lines of the hypertension case-finding service, which the CCA claimed could save the NHS £50m a year by catching people with diabetes before serious complications develop. Malcolm Harrison, chief executive of the CCA, suggests that as pharmacies have been identifying people at risk of cardiovascular disease through screening for elevated blood pressure since 2021, a similar pathway could be applied for a diabetes screening service. “This would mean that the service would be familiar to patients and pharmacy teams – and therefore quickly scalable. Patients could come to pharmacies and complete a questionnaire and take a finger prick blood test. Depending on their results, a pharmacist could either give advice, support them with lifestyle changes underpinned by follow-up point-of-care testing (PoCT), or refer them to their GP. In the future, we would expect any initiation of treatment to begin via a prescribing pharmacist.” Pharmacy screening He believes that PoCT can play a critical role in identifying those with diabetes or crucially those in a ‘pre-diabetic state’, and there are already examples of current success in this area. “Community pharmacies, renowned for their accessibility, combined with the ease of use of PoCT services, offer a new way to tackle this ever-growing health challenge. Community pharmacies have proven their ability to screen patients through programmes like the Blood Pressure Check Service and Pharmacy First. “Later this year, all newly qualified pharmacists will be independent prescribers – as such, commissioners need to ensure there are services to prescribe against – a diabetes screening service could provide such an opportunity.” Harrison emphasises that additional funding will be imperative to stabilise all pharmacies within the sector and ensure that the core supply function is maintained. “If pharmacies are commissioned to administer more services, this would need to be supported with appropriate, additional funding.” It’s also worth noting that adequate training, restructuring of roles, and possible upskilling in PoCT are longstanding considerations that feature in the discourse around expansion of clinical services such as diabetes and hypertension screening in community pharmacy. Pharmacy staff will need to be offered appropriate training so that they are competent in both measurement and interpretation before pharmacies introduce this type. The UK Clinical Pharmacy Association (UKCPA) has dedicated diabetes and endocrinology communities that offer education, networking, and training opportunities for pharmacists who are looking to expand their clinical roles, which may be a pathway towards building capability for diabetes screening services. Gurpreet Kaur, diabetes medicines optimisation lead and Black Country integrated care board and UKCPA diabetes committee member, suggests that as diabetes prevalence continues to rise, community pharmacies could certainly play a greater role in earlier identification of people at risk, through offering screening services. “It could work in two ways, depending on funding - either opportunistically or via booked appointments as part of the future integrated neighbourhood health model of care,” she says. “Using standardised risk assessment tools can identify patients for additional blood tests, for example, Diabetes UK know your risk score and QDiabetes.” Blood tests (random or fasting finger-prick blood glucose testing) are another suggestion, although Kaur suggests that HbA1c would be the ideal option. “Although point-of- care devices are already available, local pathology services very often don’t approve them. Also, the communication of primary care results isn’t input into clinical systems, which leads to a need for repeat testing at GP practices. PoCT could be used for people assessed as being at risk, or high risk, as part of their initial screening through locally designed pathways, and support then given to patients who need a follow-up, if there’s a positive result that requires further investigation.” For screening services to work effectively, though, data sharing needs to be in place with GP practices to make sure that any results and follow-ups are linked to a patient’s record – something the pharmacy sector is already advocating for. Once diagnosed, people living with diabetes can turn to pharmacy teams for support with their condition, for example by helping patients to monitor their diabetes properly. But there are pitfalls, and important considerations if patients are to be expected to take over monitoring such important aspects of their health. In the case of blood glucose monitoring, patients are regularly issued with new meters, says Kaur, which gives pharmacy staff the perfect opportunity to make sure they know how to use them, along with continuous glucose monitoring sensors like Freestyle Libre 2+ or Dexcom 1+. “These get updated within the local health economy frequently,” says Kaur. “There’s an increasing emphasis on using apps to track blood glucose readings. All of these require support, but health literacy can be a challenge for some people. As pharmacies are generally more accessible, with appropriate funding they could support digital uptake locally and provide training/upskilling opportunities for pharmacy teams, as part of a wider healthcare neighbourhood team.” Pharmacy staff are invaluable when it comes to ensuring medication adherence – especially through advising about the correct injectable therapy technique. They can also advise on the right storage and disposal of sharps and educate patients around things like sick day rules, which advise staying hydrated, frequent blood sugar/ketone monitoring, maintaining insulin, adequate carbohydrate intake and knowing when to contact a healthcare professional. “Illness raises blood sugar levels and increases the risk of dehydration, especially if the patient is experiencing vomiting or fever,” advises Kaur. “Patients may visit a pharmacy for advice or support with minor ailment remedies, and this gives pharmacy teams the perfect opportunity to provide advice about using their medications during periods of sickness.” With national issues surrounding medicines shortages and discontinuations, as well as the uptake of generic and biosimilar medication for cost-efficiencies, community pharmacy is very often involved in the supply chain – and pharmacists are likely to have to communicate any changes in therapies. This embeds the pharmacy team as key individuals to support medicines safety and reduce risk from harm from communication in changes that are made by prescribers. Kaur suggests that as lifestyle and behaviour support such as weight management, smoking cessation, healthy eating and exercise advice and advertising of local services are already available in pharmacies, building in conversations about eye and foot health checks and even depression scores would be another avenue to explore to support people living with diabetes holistically in the community setting. “In addition, pharmacies need to be able to signpost local pathways for referral to suitable services – and make sure that any red flag escalations are appropriately managed,” she says. “The infrastructure for the sharing of notes and inputting of information to allow access to the wider team is still a gap – but it’s improving. This is very much an area for new prescribers in community pharmacies to consider.”

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