ProCopywriters
Browse real work by ProCopywriters members, by sector, format or kind of work. Every piece links to the writer who wrote it.
From navigation reassessment to finding the source of an incorrect discount Google AI Mode was promoting, the chance to add a second cathedral to my portfolio was amazing.
BrochureAchieving mental wellbeing… on a grand scale We’re living at a time when mental health and wellbeing are constantly challenged by the pressures of day-to-day life – in a world where conflict is rife, the economy is unstable and climate change threatens our very existence. It’s no wonder mental illness is dramatically on the rise. Your staff know how to keep themselves physically well: healthy eating, regular exercise, plentiful sleep. But do they know how to keep themselves mentally well? Businesses that don’t care for their staff experience significantly more absenteeism and presenteeism, and less loyalty and productivity. The good news is, 83 per cent of global businesses now have a wellbeing strategy* (up 25 per cent since 2020). It’s a step in the right direction – but it’s not enough. That’s what I’m here for.
Website copyNordcloud, 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.
Website copyFresh website copy for a recently rebranded and repositioned digital marketing and cloud solutions company.
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Website copyDurham 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.
Website copyHere'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.
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Website copyThe company required webpages for a main website and a subsidiary website, and a news piece about its launch. I have attached the news piece.
Website copyWe 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.
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Website copyAluminium 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.
Website copyThe 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!
Website copyIn 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.
Website copyA 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).
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.
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.
Website copyA 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.
Press releaseWriting for a community project that had a serious theme but a playful twist.
Website copyAscolta 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.
Website copySmall 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
Website copyA new website for a luxury yacht vacation broker
Website copyAbout 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.
PCR Digital | Recruitment is broken. We’re fixing itThe 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
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.
Website copySixth 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.
Website copyOur 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.
Website copyA website aimed at high-net worth investors who want to invest in a large, global brand.
Website copyAn 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.
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BrochureCorstorphine & Wright is an award-winning architectural practice working across sectors from student and city living to offices and bluelight. It needed collateral that would stand out in a crowded market and showcase its USPs effectively. Gunning Marketing created 10 sector-specific brochures and, over a years-long relationship, went on to refine the practice's brand proposition and website copy, strengthening its market positioning.
Website copyLead 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.
Website content for an IT companyPS 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.
Website copyTone 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
Website copyFull website copywriting for an established, Plymouth-based accountant. Creating a less formal set of copy that was loose, conversational, and easy to read.
Website copyI produced all the content for Hummberts' property website, working closely with the Head of Marketing and colleagues across the business.
Website copyICE 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.
Website copyStream 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.
Website copyPeriod 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.
Website copyIt 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.
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Website copyOur 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.
ArticleA news-based blog post on government legislation for FreeAgent's small business owner audience.
Website copyWhen 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.
Product descriptionsSEO-optimised website copy for Attenborough Art Centre's new at-home art and crafts project during COVID-19, Attenborough Arts at Home.
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!
Website copyWrite a short, concise 3-pages website for a new venture, The Life Coach Directory.
Website copyI 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.
Website copyTo write new content for six pages of mimeSURE's website.
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Website copyDesign 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.
I helped Taxi Studio develop a content strategy for its award-winning Carlsberg rebrand.
ReporteBook featuring Ecommerce tips for myHermes UK
Website copyI 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/
Website copyRecent 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.
Website copyIt 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 copyLilibet’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.
ArticleWebsite copywriting for new safari DMC based in East Africa, including landing pages, banners, and articles.
Website copyMy 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.
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Website copyI supported the tree surgery team of Boreal Trees by creating optimised copy for their website.
Website copyEditing 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.
Created to head the home page on Armed Forces CVs' website. Summarises content and presents abridged sales message at entry point, with clear CTA.
This piece for digital marketing agency Legmark looks at the latest Google page experience update.
BrochureThe launch of a brand new music institute in the West Midlands. Website copy, prospectus, email campaigns and content marketing.
BrochureBrand language, corporate brochure and website for a high-end, independent London estate agency. Responsible for developing brand tone of voice and copywriting.
