A selection of my copywriting, digital content, and PR work for charity, agency, and commercial clients.
Website content
Charity | Web
What: Led the migration of Pancreatic Cancer Action’s website from a legacy WordPress build to Django 4.1 CMS.
Why: The old site was bloated and outdated. It had been built on for over a decade, and was hard to navigate, which made it difficult for patients to find the support they needed.
How: Rebuilt the site structure, populated the new content, organised the media library, handled the technical SEO and ran user testing before launch.
Results: Picked up a frozen project with web development agency Giant Digital, and recovered many months of lost time on the content migration, population, and optimisation. Cut the number of pages significantly, with a clearer hierarchy and simpler navigation, so the site is easier to read and use for people looking for support. You can view the live site, here.
Commercial | Web
What: As Content Manager at Reckless, I worked on a retainer for Headlam Group PLC, creating and optimising product listings and copy across its brand websites: Manx Tomlinson, JHS, Kingsmead Carpets and Kersaint Cobb.
Why: The sites had poor search visibility, thin and inconsistent product copy, confusing technical specifications and an unclear structure, and none of the content was optimised.
How: I worked with the client’s brand and product teams, our wider content team and our technical SEO manager to rewrite and optimise every listing, clarify the specifications and build new, clearly structured category pages with better navigation.
Results: Search rankings and visibility improved, and we delivered the content for every site quickly. The collaboration, which involved writing at volume, also won Reckless further digital PR and link building work as well as a renewed retainer from the client.
Campaign copywriting
Charity | Campaign
What: I created and launched a digital campaign promoting Separating better, a mobile app from OnePlusOne funded by the DWP’s Reducing Parental Conflict Challenge Fund. It helped separating parents communicate, resolve conflict and move to co-parenting in an aim to reduce the burden on family courts.
Why: The funding came with targets of 1,000 downloads by the end of 2024 and a reach of 300,000 people through advertising.
How: With limited time on the funding and demanding project targets, I focused on paid app install campaigns through Google Ads and Meta, supported by brand awareness and remarketing. I set up self-serve podcast advertising through Acast to widen reach and awareness. I also created landing pages on OnePlusOne’s own website, along with longer-form blog content, including a continually updated “Story so far” 10x content piece that ranked organically ahead of everything else on the project.
Results: I hit 232% of the project downloads target within the first four months of paid media advertising.
Commercial | Campaign
What: As Content and Campaign Manager, I planned and launched a multi-channel Black Friday campaign for craft beer brand Polly’s Brew Co., their first ever seasonal campaign. It ran across the website, email newsletter, paid advertising and organic social, with video-first content.
Why: The brand had never run a seasonal campaign and was worried that one would cheapen it, but it was expanding into supermarkets and wanted to reach a wider audience. The campaign had to do two jobs at once: retain and reward its loyal core customers and almost cult-like following, and reach new audiences to build awareness and increase sales. All of that had to happen without losing the distinct identity and tone of voice the brand had built, and without feeling gimmicky.
How: I worked closely with the account manager to plan and strategise the campaign, and the technical paid media team delivered the paid advertising. I wrote the copy and shaped the messaging across channels, keeping everything aligned with the brand’s existing identity and tone of voice. The newsletter to core customers positioned the Black Friday offer as one chosen to suit them, while video-first social and paid content widened reach and brand awareness among new audiences.
Results: Online revenue rose 108% year on year, with ad spend at just 6.7% of campaign revenue, delivering a return on investment of 1394%. The campaign kept the brand’s identity and tone of voice intact, and the strong sales results gave the client proof that a seasonal campaign could work for them.
Press and digital PR
Commercial | PR
What: As Marketing Coordinator at P+A Group of Companies, I took over Zest4Leisure’s PR from its existing agency, Garland PR, and ran it in-house. That covered ongoing product and company news and the press pack and coverage for its sixth year at the Glee trade show.
Why: Zest4Leisure supplies timber garden products to garden centres, online retailers and buying groups, so it needed to stay in front of trade buyers all year. Glee 2018 was its biggest chance to launch the 2019 range.
How: I developed a personal connection to the gardening network of trade press contacts and kept a steady flow of news going. For Glee, I wrote the press pack and releases: a build-up announcing the new 2019 range and stand, a product-focus release, and a post-show round-up.
Results: Coverage ran in Garden Centre Retail, Garden Trade Specialist, GTN Extra, Horticulture Week, Garden News, and Garden Forum, including a feature on a Zest picnic table donated to the garden created for the TV programme Love Your Garden. The ongoing coverage built momentum going into Glee 2018, where Zest4Leisure showcased its 2019 range to increased footfall and its Maisy Set was named a finalist in the Glee New Product Showcase Awards 2018.
Charity | Campaign and digital PR
What: I created OnePlusOne’s first ever seasonal organic social media campaign, 12 Winter Warmers, a cohesive series of content running across a whole month. I developed it after taking over the charity’s social accounts, replacing reactive, ad hoc posting with a planned campaign.
Why: OnePlusOne had never created a series of content that ran over a month. Christmas was the chance to promote its evidence-based research on behaviour change as clear, consecutive content.
How: I worked with the research team and graphic designer to turn their evidence into 12 bite-sized, practical tips for improving relationships and easing loneliness, grief and conflict over Christmas. I staggered them across December on organic social media, building towards the holiday period.
Results: The campaign grew organic social reach by 613% and engagement by 862%, and followers rose by 2%. It also earned shares and user-generated content, particularly on Facebook, and was pitched as a digital PR top tips piece over the Christmas period.
Content strategy
What: A content and SEO strategy for a relationships support charity, written ahead of its website relaunch and built on three pillars: technical SEO, on-page content and off-page link building.
Why: The charity had a strong backlink profile, with links from national press and government sites, but most pages ranked on page two or three, and most searches were for the charity’s own name. Audit data showed clear room to improve in several areas: mobile performance, page titles and metadata, on-page keyword targeting, and a competitor ranking for far more industry-relevant terms.
How: I audited technical performance, search visibility and backlinks, and benchmarked them against a competitor. I turned the findings into a phased plan covering technical fixes, content refreshes, persona-led new content, a blog title strategy and a monthly link-building routine, with clear handover between the comms, content and UX teams.
Results: Presenting the data and the plan helped the organisation understand and become educated on why SEO and Content optimisation mattered and what the benefits would be. That gave me the buy-in to introduce new tools, including SEMrush for ongoing audits and Prowly for digital PR and outreach, so the strategy could get underway.
What: A strategy to protect search rankings and visibility when the charity moved to a brand-new website with a new site structure, so that the launch caused as small a dip in positions on search results pages as possible.
Why: A new site and URL structure puts rankings at risk. Pancreatic Cancer Action already had strong authority, with links from the BBC and the Guardian, and most of its traffic came from people searching for symptoms, diagnosis and survival rates. Pages were sitting on page two of Google with a very low click-through rate, hundreds of site issues were open, and a larger cancer charity ranked for around three times as many keywords. Losing ground at launch would have cost the charity the people searching for exactly that information.
How: I baselined the site’s search performance, speed and backlinks before launch, then compared them with the larger charity’s. From that, I wrote a plan to keep the technical foundations clean through the migration, refresh the pages that already ranked, publish new content around the searches people actually make, and keep earning links through PR and research partnerships. Marketing, comms, PR and research each had a defined role in carrying it out.
Results: The data and plan gave leadership and colleagues a clear understanding of what was at stake, why the work mattered, and which teams and staff needed to be involved. This secured investment in the right SEO platforms, sustained team capacity, and a collaborative approach, ensuring the work could be delivered effectively and maintained beyond launch.