Only your customers or clients can tell you if your copy is working – and they will…

… if your copy has driven them to take the action you want: book a consult, make an enquiry or sign up.

To make this happen for you…

I use a conversion copywriting process. This involves researching your business and your clients (via message mining/customer surveys/interviews) to create your authentic voice-of-customer (VoC).

‘Sticky’ copy is what you get when I use the phrases and thoughts your actual customers are using that expresses their wants and needs.

I edit and prioritise this into a hierarchy to create messaging that gives that ‘aha - this business is right for me moment’ in your prospect’s head.

If you’ve written your site yourself or had your copy produced by someone who doesn’t understand this process, the end-result will be different.

This isn’t creative writing, it’s sales writing. Based on VoC data, I craft content that not only convinces your clients that you and they are a good fit; it compels them to take action.

My copy perfectionism goes right down to the UX of the micro-copy on your CTAs (calls-to-action). I never use ‘submit’…

The interconnection of words & design

I’m a NCTJ-trained journalist who worked in the UK and EMEA. I’ve worked for the BBC and my articles and photography have been published by many UK nationals. Highlights?

Meeting Nelson Mandela, interviewing Prince Charles and doing BBC From My Own Correspondent radio broadcasts with Kate Adie.

I’ve edited consumer and B2B magazines in genres that include business, finance, banking, property, travel, lifestyle and health.

As a magazine editor, I was drawn to the powerful interconnection of words and design.

I now get to indulge my love of font pairs, form, function and feel, having retrained in Squarespace website design, and am a Squarespace Circle accredited member.

I’ve focused on digital marketing ever since having my twin daughters (aged 7 now). I love tech, stories, photography and helping people by combining words, design and digital strategy.

It’s a powerful mix …

I haven’t stopped learning (who can today?). Social media and digital are changing so fast and challenging businesses to engage in exciting ways. What I love about the online space is how even smaller businesses, with the right expertise and flair, can have amazing results with limited resources.

I’ve trained with Copy School under the tutelage of Joanna Wiebe and have been mentored in my copywriting by direct response copywriting expert Amy Posner.


Downtime, you’ll find me out on my bike with my feisty girls or helping them build a bigger-than-last-time Lego model (while keeping track of my clients’ Facebook, Insta and Twitter pages)…

Am I the brand messaging specialist for you?

Yes, if you see tactical messaging and digital marketing as a solid investment in your business.

Yes, if you need a hands-on digital strategist and marketing specialist rolled into a committed conversion copywriter.

Yes, if you want to get your results-driven copy (and new website if that’s what you require) all done-for-you.