01 - Blanchards Law: Ultimate Guides

Long copy that levels up UX and SEO

I spent a year and a half working on ultimate guides designed to ramp up Blanchards Law's organic search traffic (SEO) and user experience (UX).

Each guide is thousands of words long and explains complex elements of family law in simple prose.

This was a highly successful project, and Blanchards now own the top spots on Google for key industry terms like "Leave to Remove Order" and "Pet Custody".

The guides also feature prominently in AI search results—an increasingly important part of SEO.

I used a TAYA framework for these pieces, which involved significant research and subject matter interviews.

02 - Women's Refuge: Radio Ad Campaign

Award-winning scripts that put Women's Refuge in the spotlight

These radio ads were a big hit on the awards circuit back in 2012. I wrote them with Mimi Bishop and Xara Higgs, who are good friends and great creatives.

The three of us were working for Specsavers' in-house creative agency at the time, and we created these ads pro bono for our local branch of the Women's Refuge.

If you want the full effect, listen to them on my SoundCloud account.

03 - The European Society of Medicine: Prospecting Emails

Persuasive copy designed to convert

The European Society of Medicine (ESOM)'s email list includes millions of academics and medical professionals. But even the biggest email list is only as good as the emails you send to it.

ESOM wanted to drive up submissions to its flagship journal, Medical Research Archives, and decided to commission some prospecting emails to do it. 

This is classic persuasive copy. It's written to entice, persuade, and ultimately convert. There's no great secret to writing like this, but there's definitely a science to it.

I wrote three sets of this email campaign, letting the client choose how conservative they wanted to be.

04 - London Flower School: TOV & Content

Owning the London flower scene with razor-sharp branding and great content

London Flower School was referred to me right at the beginning of its journey.

The company needed more than just web copy. It was looking for someone who could create a bespoke tone of voice that accurately captured its unique character and helped it to stand out in a surprisingly crowded marketplace.

It also wanted ongoing, well-written content that could push it to the top of Google's search rankings for important locational and sectorial keywords.