Copywriting

Since 2009 I’ve written for a range of clients, for a range of projects. Aside from ‘pure’ copywriting, that’s covered SEO writing and UX writing.

Some of my work is below. In each case I’ve written content to dramatically decrease users’ interaction cost.

That is:

to make everything so clear that a user knows exactly what they’re seeing and what they need to do, which in turn increases trust and conversion rates. 

If you’d like to hire me, and decrease your customers’ anxiety, just get in touch.

Case study: Albelli

At Albelli, a European e-commerce brand, I’m incrementally improving every product page to speak clearly to customer needs and get users as quickly as possible to where they want to go.

Photo printing product at Albelli
Above: By adding a button with clear text to the header, Albelli improved clickthrough and conversion.

In the case of Albelli, this is the app where users can create and buy a product: so we added clear buttons to every header.

The call-to-action ‘Start now’ has significantly increased clickthroughs. In the coming month, we’ll run an A/B test to see if different wording has a higher (or lower) impact.

Case study: the International Baccalaureate

As with Albelli, the International Baccalaureate (IB) needed to streamline its content to make it clear to users what to expect and how to perform the tasks they came to the website to do.

There are numerous examples of this at the IB website, which I’ve summarised in the work I did on the IB’s information architecture (IA).

About the IB screenshot
A large international organisation with many offices and functions, the IB needed to easily communicate what it stands for.

The best example of the work I did, from a writing perspective, is About the IB. Before December 2014, the IB’s ‘about’ content sent users down various paths with no explanation at all; I rewrote it to explain clearly and succinctly to new readers what the IB was, where it began, and what it does. (See an example of the content before December 2014).

Importantly, I linked to areas of the website that could generate revenue for the IB, mapped against clear goals developed in the IA project.

Case study: The Key Support

Last: an example of pure, concise and plain writing that gives readers everything they need to know.

At the Key, an information service for UK schools, everything is written so that readers can understand everything about a topic in ten minutes. To explain it as The Key often explains it: a school leader should be well-versed on the topic after reading one article on the way to a meeting.

I worked at The Key as a writer and researcher from 2012 to 2014, producing two articles per day according to key web writing principles: short sentences, bullet lists, clear citation, and plain English.

To see how that looks, see The Key’s sample articles.