Copywriting and content editing case studies
See what’s possible…
Here are a few case studies of projects I’ve worked on.
SEO optimised website content
Who: Builder
Problem: Their website wasn’t ranking well or engaging potential customers.
What I did:
- Evaluate existing content and SEO (showed it was not optimised)
- Write title tags and meta descriptions
- Rewrite all website content, optimised for search
- Develop a lead generation download to capture website visitor details
- Create a blog post schedule based on SEO research
- Write a monthly blog to position them as an expert and help with ranking
Result: Client moved to page 1 in their industry (highly competitive) leading to a significant increase in organic leads.
Clearly define a service and captivate potential customers
Who: National accounting firm
Problem: Captivate potential customers with quality content that positions the firm as an expert across their extensive range of services.
What I did:
- Develop a content plan for each service area
- Write a clear and simple web page explaining the service, optimised for search engines (SEO)
- Write 2 blog posts for each service area, targeting frequent search terms
- Write an engaging video script with graphic recommendations
- Produce messaging statements and social media marketing text
- Develop a lead generation download
Result: SEO-optimised content that finds potential new customers, positions the firm as an expert, and engages potential customers across a variety of mediums.
Taglines for a creative agency’s client
Who: Creative agency’s client
Problem: Fun taglines to describe the client’s products (they had previously engaged another copywriter who produced 50 taglines, but the client didn’t like them).
What I did:
- Take the brief from the creative agency
- Develop 25 possible taglines
- Deliver to creative agency to pass to client
Result: The client loved them, and has since chosen 6 taglines to use on their product packaging and in marketing materials.
Redevelop information architecture (IA) and edit content
Who: Leading federal government department
Problem: Long, complex content that was difficult to navigate.
What I did:
- Partnered with a consultancy to conduct an extensive website audit
- Redevelop information architecture (IA) for priority areas of the website
- Edit content aligned to web accessibility standards and DTA guidelines
- Collaborate with subject matter experts over phone and email
- Finalise content ready for final approval
Result: Highly improved user experience, simplified content easy to find and follow.
Edit complex content
Who: Communications consultancy
Problem: Rewrite complex content on several government agency websites.
What I did:
- Simplify information architecture (IA) for sections of website, aligned to higher level IA
- Edit content in line with web accessibility standards and DTA guidelines
- Collaborate with subject matter experts over phone and email
- Finalise content ready for upload by developers
Result: The project lead received great feedback about my content, which simplified a complex subject and made finding and understanding the information easy.
For more examples on how I help businesses, agencies and government department use content to attract and engage customers, contact me.
