Digital copy and SEO
Online copy is just as important as offline. Banner advertising, viral and email marketing, websites… they all need to reinforce your brand.
Too many other web writers blind clients with SEO jargon (Search Engine Optimisation) and neglect brand integrity. The truth is, writing web copy isn’t rocket science. Yes, the SEO keyword density needs to be right. But it also should be easy to read and provide a great user experience. And it must honour your brand.
You’re not just attracting the attention of SE robots; your web copy needs to drive human action. The words shape your target’s perception – and response.
Combining all these elements, with my brand experience I create hard-working web copy that gives you hits plus responses. You can see some examples below. Please get in touch for links that may be more relevant to your sector or tone of voice.
The Grove
www.thegrove.co.uk
This phenomenal 5 star hotel, conference, golf and spa resort is where Google have conferences, where Tiger Woods won the 2006 WGC, where professional footballers prepare before matches, where stars chill beside the urban beach and pool, where couples hide away in the romantic historic Mansion and where families come for the time of their lives. With such disparate audiences, the website copy needed to manage expectations as well as cross-sell, up-sell and, primarily, build the brand. Designed by Sedley Place.
The Athenaeum
www.athenaeumhotel.com
Located on Piccadilly in Mayfair, the five star Athenaeum is a niche, premium brand. It is stunning, original and very friendly - an extraordinary hotel with an equally extraordinary history. The owners, Ralph Trustees Limited (RTL), tasked me with bringing their core proposition "Your London Home" to life through new web copy and other collateral such as the Guest Services Directory, emails and the newsletter.
I worked very closely with the web designers, SEO team to achieve the best result for their new website. RTL also own The Grove, The Runnymede and Greengarden House. While they are all sister properties, they all have distinct personalities which I've communicated through the web copy, targeting different audiences. Designed by Sedley Place.
Ahlstrom
www.ahlstrom.com
A substantial B2B website for a huge global corporation. The copy builds the brand through several techniques. For example, the home page body copy is written in a conventional corporate tone and summarises their USPs. This is complemented by a series of mini adverts – a new product story appears each time the Home page is revisited. These increase awareness of the breadth of Ahlstrom’s business.
Designed by Navy Blue.
Tremmel Properties
www.tremmelproperties.com
Tremmel Properties is a niche, premium brand. I ensured the copy targets the right potential homebuyers by communicating the meticulous nature of their period property restoration. The tone and style reflects their unique approach: respectful, focused, decisive and skilled.
Designed by One O’Clock Gun.
Blue Sky Photography
www.blueskyphotography.co.uk
As well as great photography, the client’s friendly manner is a key reason why engaged couples choose Blue Sky for their wedding. It was vital that the web copy communicated their 'voice' with a very warm, personal style.
Edinburgh Inspiring Capital –- Study section
www.edinburgh-inspiringcapital.com
Edinburgh District Council asked me to write the EIC 'Study' section because I had written the 2nd generation Napier University website. Their brief was to position Edinburgh City Region as a world influencer in FE and HE. The pithy copy also provides intuitive navigation, enabling users to find relevant information within seconds. It targets professionals with families who may relocate to the area.
The Imagination Workshop
www.theimaginationworkshop.co.uk
The copy communicates this unusual brand’s funky, friendly personality. It targets consumers for play, parties and workshops and also the corporate team-building market. The copy tone and rhythm is conversational.
Designed by One O'Clock Gun.
Please note that, due to clients' content management systems, the copy may have changed in parts.
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My web copy for clients balances the vital need for SEO keywords with
brand integrity. Please follow the live links down the page.
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