Here is a selection of my work
Copywriting & Content Creation
Here is a selection of the copywriting projects I have completed. Work includes full websites, blog posts, guides and marketing emails.
Find out more about my content creation services here.
Leisure & travel
I worked in the travel industry for 20 years so I have written a lot of travel content in my time. I particularly enjoy writing landing pages and product descriptions, to ensure they offer everything a customer might want to find out - it's all about the detail.
Websites
I completed the whole website for Ravenscraig House in Staithes in 2018. The project involved designing the information architecture, researching and creating the content and sourcing images. I developed a fully responsive website using WordPress.
Landing pages
I was responsible for the creation of many sections of superbreak.com. Projects involved researching competitors, specifying section structure, briefing page designs and creating content style guidelines around target keywords to ensure the pages were well optimised for search. I worked to optimise the pages further, after they were live to improve core metrics such as conversion rate and bounce rate.
Product detail pages
I conducted customer and competitor research to establish what content to feature and where. I A/B tested various page elements and added TripAdvisor content to improve conversion rate. Finally, I briefed my team to re-write hotel descriptions to improve SEO.
Parenting & Family
I work with two parenting community websites on a variety of marketing & communication projects including: keyword research, content planning, content creation and email marketing.
Long-form blog content
Post on York Mumbler on family friendly walks: Researched keywords and developed a post structure. I then researched and created the content for long-form blog post (6,000 words). The post is optimised for 'family friendly walks in York' and ranks on page 1 of google, driving new traffic to the site.
Site section guides
Site section guide on York Mumbler for Children's Parties: I researched the topic, and analysed the exiting content to develop a post structure to tie the whole section together. I also aimed to create a compelling post for new visitors and a helpful guide for existing visitors and facebook community members.
Articles, blog posts and list posts
Researched and written numerous blog posts and top lists, endorsed with recommendations from a facebook group. The example linked (10 brilliant parks & playgrounds in York) is one of the most popular on the site and responsible for driving organic traffic. In 2019, I have written four out of six of the most popular posts on York Mumbler.
Email marketing
I complile the email content and advertising posts and then design and layout the email using Canva and MailChimp.
Infographics
Created content and designed a range of infographics in the branding & style for York Mumbler based around how to plan family meals to save time and money.
Converting press releases to articles
Adapted press releases and extensively researched upcoming events to create articles for York Mumbler audience using correct tone of voice.
Optimising & proofreading user posts
I proofread, optimise and publish reviews that go on the York Mumbler site to ensure maximum benefit from the content from an audience, SEO and supplier perspective.
Food & Drink
I have always loved reading about food (my cookery book collection is out of control) and I also love writing about food & drink, be it recipes or restaurant reviews. One day I hope to achieve my dream a write a cook book.
Restaurant reviews
A review of brunch in the newly opened Ivy in York for foodiefriendsyork.com.
Top 5 list posts
A top 5 list of places to eat cake in York to take advantage of traffic during the Bake Off.
Venue reviews
Reasons why Spark:York is great and a round up of the food sampled so far for foodiefriendsyork.com.
Websites - UX, QA and new functionality
I absolutely love usability testing – I really enjoy watching & listening when people are using websites. Seeing real people use your site is the best way to discover how to improve it.
Find out more about my Website review services here.
Travel Insurance for Ski Club of Great Britain
The project was to replace and integrate a new insurance provider. I user tested the current site and made recommendations to the new design. I fully tested the new development and re-tested all issues that had been fixed. Note: Project yet to go live (Nov 2019)
Hotel details page
The product pages on superbreak.com received the most traffic on the site, however the design hadn't been updated for over 5 years and lacked many features. I usability tested prototypes of the new designs with 8 customers and gained valuable input and enhancements that were incorporated into the final development.
Availability search panel
A range of multiple night packages, on specific dates were available on superbreak.com, however data analysis identified a low conversion rates as users were often returned no availability. I remote user tested a prototype of a new calendar design showing the availability and durations. After the changes conversion rate improved by over 50%.
Hull trains new website - March 2019
Tested the Hull Trains website across a variety of devices and browsers and reported over 200 issues prior to it going live. Re-tested issues that had been fixed and did a final check of the site on the day it went live.
SuperBreak Hotel + Rail Packages -2017
Integrated train times and prices via Evoli Rail System, combined with hotel availability. Tested B2B, B2C websites and mobile developments against 100's of test scenarios and managed a team of testers reporting and de-duping issues.
SuperBreak Flight Packages - 2013
Complex business rules and different airlines via Multicom and Travelport made this project very challenging. I documented detailed test plans and managed a team that tested B2B, B2C websites. Logged, de-uped and re-tested issues.