Wanna peep a professional copywriter’s portfolio? Scroll for heaps of website copywriting examples.

I’ve been getting paid to write copy in some capacity since 2014. It all started when Secretsales (a huge “flash sales” e-commerce company in London) hired me as part of the editorial team, and the rest, as they say, is history. Did I know what a copywriter did at that point? No. Did it matter? Not really! All of a sudden, I was writing hundreds of product descriptions, strategising marketing emails, updating the landing pages and juggling several blog posts a week. And I loved it. I’ve been nerding out over how brands use words to show up online ever since.

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A handdrawn botanical illustration for Emma Griffin Writes by Swail Studio

EMMA GRIFFIN Messaging strategy & copywriting cv

2013 Graduated with a 2:1 in Psychology

2014 Panicked and trained in Multimedia Journalism

2014 Junior Copywriter @ Secretsales

2015 Fashion & Lifestyle Writer @ The White Company

2016 Fashion & Lifestyle Editor @ The White Company

2018 Content Editor @ Mint Velvet

2019 Founded Emma Griffin Writes LTD, working as a freelance copywriter for the likes of Bloom & Wild, Harrods, Selfridges, Missoma, Monica Vinader, allbeauty, hush and many more, alongside small businesses, entrepreneurs and online business owners.

5-star GOOGLE REVIEWS by 40+ customers

“Emma really takes the time to get under the skin of your business, leading to outstanding results.”

— Ryan Irving, Hook Strategy client

“I had a fantastic experience with Emma. I'm no longer second-guessing myself, in fact I feel really confident about my sales pages now, which is such a wonderful relief!! Highly recommend!!”

— Amber Jay, Copy Clinic client

“Book her now. Emma truly understood who I was, what my services were, who I was going after (and who I was not) and so much more. This led to website copy that speaks to exactly who I want it to while also sounding like me and my business.”

— Jen Curulli, Hook Stategy client

Copywriting examples from past projects

March and bloom

Brand designer Jen Curulli chose The Real Thing website copy package, which includes Hook Strategy messaging work and SEO copywriting for all core website pages.

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RIWEB

Hook Strategy work to help this well-established web support company clearly and succinctly explain what they do, without diluting the depth of their expertise.

Find Your Hook

GEt WILDLY FREE

A bold reimagining of an already very bold, VERY sassy personal brand.

“THANK YOU for helping me find The Thing I Just Had To Say. I cannot wait to plaster my messaging everywhere! Look out 2026, I’m coming to a stage near you with a gut punch of a work-wake up call, care of Emma Griffin!” - Jo Hooper

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Some oldies but goldies: Website copywriting

HOME- Online Business Management - Erika Macauley - Integrator - erikamacauley.com.jpg

“Emma was an absolute lifesaver when I was drowning in trying to write my own copy for a new website. I was able to hand it off completely to her which saved the day. I have a loud, sassy, expletive-filled brand voice and wasn’t sure if any copywriter would be able to grab it and run with it, but that’s exactly what Emma did. She turned around fantastic copy exactly in my voice and I continue to receive compliments on the website copy! She was an absolute delight to work with, professional through and through, responsive, fun to work with, and honestly just a kindred spirit that I was so glad to have run into. I would highly recommend her to anyone (and I do, basically on the daily). Do not hesitate to hire this woman and let her work her magic.”

— Erika Macauley, OBM + Integrator

Homepage copy
Services copy

Tone of voice refresh for Missoma.com

I was brought on board at Missoma to implement a tone-of-voice refresh for the brand, creating a consistent voice across thousands of product descriptions, FAQ pages and existing online features.

Product descriptions
Editorial features
Service pages copy
Email marketing copy
Instagram caption writing
Facebook Ad copy

“Emma joined us at Missoma on a 6-week retainer to rewrite site copy across everything from product descriptions to features and service pages to create a consistent tone of voice. It was a big task which she breezed through by clearly understanding our brand requirements and briefs, and producing sparkling copy to deadline. She showed a lot of initiative in creating other pieces of content and in adapting to Missoma, so we extended the assignment to include support on marketing channels such as emails, social media and ads. Emma is great at taking feedback and direction and is an absolute pleasure to collaborate with - we really enjoyed having her at Missoma and look forward to working together again soon!”

— Safura Harrison, Ecommerce Manager, Missoma

Tone of voice guidelines and website copywriting for GRC company, Asureti

“[In the few months ] since the website copy refresh...our CTR have increased to 8% and our average position is 31.7. We have 322 clicks since the updated site which is almost the same as we have for the previous 101 months prior.””

— Ryan Tkowski, Asureti

Tone of voice guidelines
Messaging implementation
Homepage copy
About page copy
Services copy
Contact page copy

“Emma was wonderful to work with. The tone of voice guidelines and copy she wrote really captured the brand and the message we wanted to convey. She brought clarity, consistency and a natural, succinct tone of voice to everything we do — from the website to our newsletters. Her process is also super impressive. Everything was clear, collaborative and incredibly well-organised. I wouldn’t hesitate to recommend her, although hopefully she’s giving other travel brands the good stuff, but not quite as good as us!”

— Justin Huxter, Cartology Travel

Tone of Voice guidelines and website copywriting for Cartology Travel

"Emma was wonderful to work with"

Cartology Travel homepage copy and design

Tone of Voice guidelines
Homepage Copy
Our Story copy
Services copy

“My business had gone through several iterations during my 3-year journey as a business owner. My brand had reached a certain level of maturity and stability and I felt ready to consolidate everything into a bolder, more aligned vision for my website.

However, I knew that if I tried to do it all myself, it would end up at the bottom of the to-do list for months or even years. I wanted someone to take it out of my hands and wow me.

I didn’t hesitate about working with Emma for a moment. We had already been collaborating for over a year, both with me coaching her and she working on copywriting projects for my business. I already knew she was impeccably professional, whipsmart and commercially-minded. But it was her commitment to ‘anti-hustle copywriting’ that really sealed the deal when it came to deciding to revamp my website. That was exactly the feel I wanted. Now, my website really feels like home, and that means everything. The brand copywriting process has also given me much stronger language and messaging to use in my conversations with potential clients and partners, both online and offline. I’d 1000% recommend Emma. This is an investment in your future, your marketing and your confidence that you don’t want to miss.”

— Imogen Roy, Business Mentor + Life Coach