Portfolio
I found this page the toughest. How do I showcase the best examples of my work from a career spanning over a decade? And how do I know that the examples I've chosen are the best examples? Anyway, I've had a go. Here's what I've worked on.
Written content
SM Smart Energy
A website copywriting project for a smart energy installation company. SM Smart Energy provides cost-saving solutions for homeowners and commercial property owners, and the challenge here was clearly communicating the different benefits to these different audiences. The client was delighted with the copy I produced and I received a glowing testimonial.
Breeze Guest House
Another website copywriting project, this time for a local guest house. Julie was great fun to work with and it was important to capture her vivacious and humorous personality. I arranged an informal interview with Julie which I transcribed and used as the basis for the copy. I made sure to hammer home the guest house's biggest benefits, rather describe the type of establishment it is. Again, I received overwhelmingly positive feedback.
Website Rewrite: EggBox Web Design
A complete website rewrite project with a former colleague. Stephen is an agile and accomplished designer from Liverpool who says it as it is and has worked with a vast array of brands. It was important for me to capture his down-to-earth personality in my copy, and this page allowed me to do that. It ranks on page 1 for the term 'content marketing liverpool' and has generated numerous enquiries for Stephen.
LinkedIn Ghostwriting: David Walsh, Specialist Marketing Recruiter
An example of how much traction a client has gained from my writing. David is a self-employed marketing recruitment consultant from Manchester, with a clear brand proposition. He's a straight-talking, authentic person who wants to take the fluff out of recruiting. This post I wrote for him is true to his values. It generated hundreds of likes, triggered quite the debate, and led to numerous enquiries regarding his services.
Kate Swerdlow Photography
This was another website copywriting project done completely from scratch. Kate is down-to-earth, personable, and the life and soul of any party. I interviewed Kate and transcribed the interview, whilst also employing a bit of artistic licence by inputting some additional hooks. For example, the questions at the top of the homepage. This is the classic Pain-Agitate-Solution framework in action.
Blog Post: The Best Vape Brands
A blog post I wrote for Vapekit, one of the UK's biggest online vaping retailers. This page gets more traffic than any other across the entire Vapekit site and shows up in the People Also Ask section on Google for the term 'vapes', which receives 165,000 searches per month (proof of this here). I included a clickable table of contents and links to key products to enhance the user experience, and also featured a clear call-to-action to take the user down to the next stage of the funnel.
NW Fire Solutions
Another example of my ability to produce eye-grabbing LinkedIn content. North West Fire Solutions provides fire door surveys for commercially managed properties, and this post originated from a phonecall with the client. This example shows the power of asking the right questions and understanding the industry you're writing about.
Whitepaper: Key Considerations For Optimising Your Packaging Process
An example of long-form, technical, B2B content. tna Solutions is one of the world's leading food processing and packaging providers. I left the agency I worked for at the time before this whitepaper published, so I don't have any data on how many downloads it got, but this was a big brand to write for and a thorough creative exercise.
Coverage secured
Daily Mail
A PR campaign on the importance of having defibrillators at golf clubs. Former golfer and Europe Ryder Cup captain Bernard Gallacher was the brand ambassador for the company I worked for at the time, and he was the face of the campaign, having suffered a cardiac arrest. I contacted the Daily Mail journalist promising her an exclusive interview with Bernard if she could guarantee a mention of the brand within the piece, and that was the end result.