Copy for websites
First things first… No, you shouldn’t just cut and paste from your other marketing materials. Yes, copywriting for the web does have its own set of rules. And yes, SEO is important (as is microcopy). Just don’t be a slave to it! Click on the images below for some examples from my website copywriting portfolio.
ACCA
When communicating through the written rather than spoken word, tone of voice is crucial. The copy for ACCA’s members’ section strikes a balance between being warm, friendly and engaging, while still benefit-led, clear-headed and factual.
Ian Macleod Distillers
When the kick-off meeting includes a personal tour from the Distillery Manager, a dram overlooking a waterfall and some aged samples to take home, you know you’re going to enjoy working with a client.
Jameson Great Urban Escapes
Jameson’s Great Urban Escapes app does what all good copywriting does – peels back layer after layer of peripheral material to reveal the true essence of a brand, company or, in this case, city.
Kelvin KBB
You don’t get under the skin of a company by sitting behind a desk. For Kelvin KBB’s website, I met the MD, spoke with the senior management team and donned a Hi-Vis vest to chat with the guys on the factory floor before putting pen to paper.
Jumpstart
Contrary to popular belief, you don’t need to have labs full of people in white coats to qualify for R and D tax relief… and R and D tax relief doesn’t need to be dull as dishwater. As the dynamic language on Jumpstart’s website demonstrates.
AEGON
Bland doesn’t budge. If you have an important message to communicate and want to stir people into action like AEGON, you need persuasive copy not platitudes.
John Ormston Copywriting 