Frequently Asked Questions

I’ve been a copywriter since 2014, having completed a degree in Psychology (which vastly influenced my perception of buyer behaviour, sales and humans in general) and Multimedia Journalism (which taught me how to structure a great piece of copy, write a shit-hot headline and find the important bits in any story… but sadly didn’t make me any better at filming Instagram reels.) Since then, I’ve worked as a freelance copywriter with scores of household names, from Bloom and Wild to Selfridges, and masterminded everything from program launches to website rebrands for creatives, consultants and coaches.

Yes, specifically the southeast, a quick train wide outside London. That said, I work with clients all over the UK and beyond. I’ve been an in-house bdand copywriter for The White Company and MIssoma in London, and had private copywriting clients in the US, Australia and beyond. If you have a strong message you want to get out there, location is no barrier to working with me.

Absolutely. I LOVE running messaging workshops or giving copywriting advice inside masterminds and memberships almost as much as I love talking about writing great website copy or finding your hook on podcasts. You can listen to some previous episodes on my Media page.

Hook Strategy takes 6 weeks, Hook & Homepage takes 8 weeks, The Real Thing Website Copywriting can take 8+ weeks, depending on page count and the depth of your brief. My timelines reflect the depth of the stategy work that’s going on behind the scenes.

If you need something turned around quicker, book a Copy Clinic. We won’t cover deeper messaging work but we can spruce up your existing copy to get it in a better place.

While my Signature Hook Strategy service starts from £4000, there are still plenty of ways to work together if you aren’t ready to invest just yet.

My Copy Clinic is a great option to get expert edits to your current copy (it can be in a Google Doc ready to go live, or on your current website). We don’t need a discovery call for that, simply book in directly from the Copy Clinic page.

Likewise, my Copy Community is a rolling monthly membership where you can get advice and audits to rework your copy independently, as well as live 1:1 access to me in co-working calls. At just £120, this is an absolute steal.

If the brief is right, absolutely! I’ve worked on a freelance or consultancy basis for Monica Vinader, allbeauty, The Wine Society and Bloom & Wild — just to name a few — in recent years. I don’t work on a day rate, but we can discuss your requirements and figure out a rolling monthly fee or set project fee depending on the scope.

Hook Strategy is my signature messaging approach, designed to help businesses articulate the throughline in all their work in a way that makes them impossible to ignore.

Most service providers know they’re good at what they do. The problem is that their website sounds like everyone else in their industry.

Hook Strategy helps identify:

• The Big Idea (hook) behind your messaging, and how to use that across all of your marketing.

• How to tie disparate skills and expertise into something people instantly “get”

• A Language Lexicon to surface your way of talking about industry issues, and own your expertise and POV in a signature, stategist way.

• The deeper value behind your offer — not just the deliverables

• Tone of voice work to keep you standing out from AI slop.

All that is served up to you on a silver platter through a messaging guide you can share with anyone else in your business. Add on Homepage copywriting or full site copy with Hook & Homepage or The Real Thing Website Copywriting packages.

Great question! And, let’s be clear: you won’t receive a vague brand document full of fluffy adjectives and generic messaging advice.

Your Hook Strategy deliverable is designed to become the foundation for your entire marketing oeuvre. Delivered as a very classy-looking Google Doc, it contains observations and messaging ideas that capture Your Brand, Your Clients, Your Edge, Your Voice, Your Language and, of course, Your Hook.

Want to see a sample before you commit? Just ask.

I consider myself a copy strategist as much as a copywriter because working on editorial teams and being in the online business world for a further 7+ years has shown me that all great copy starts with strategy.

That’s why I don’t offer standalone website copy anymore. Everything starts with the message, which is why all full-service copywriting projects start with Hook Strategy so we can get super clear on what the data is showing us you need to be showing up as, and then write copy accordingly.

Instead of jumping straight into writing, a copy strategist helps define:

• Your positioning

• Your audience perception

• Your messaging hierarchy

• Your tone of voice

• Your hooks and differentiators

• What your audience actually needs to hear in order to buy

Fancy definition: Copywriting is strategic writing designed to persuade or prompt action.

My definition: copywriting is simply a way to connect more deeply with your audience or clients when you can’t have a face-to-face conversation.

In a business context, copywriting can include website copy, sales pages, emails, brand messaging, launch campaigns, blog content and more.

I offer done-for-you SEO website copywriting and messaging strategy, as well as edits to sales pages and email sequences.

The best copywriting for businesses combines psychology, strategy, positioning and personality. A robust messaging strategy gets you remembered, recognised and reached for when the time is right.

Depending on how booked up I am, my lead times can be anywhere from 2 weeks to 2 months. If you’ve got me on your shortlist, I encourage you to get in contact sooner rather than later, as I hate to turn wonderful messaging projects away simply because the timelines don’t align. Sad face.

Hook Strategy is full-service messaging strategy work, done entirely for you. The Copy Clinic is an extensive edit to copy that already exists. If you’re confident your messaging works, but would like a copy tune up, go for this. If you’re undergoing a rebrand, you have big goals for the next version of your business, your marketing isn’t landing or your website isn’t getting any enquiries, go for Hook Strategy.

Tone of voice is the personality behind your brand communication.

Your written tone of voice influences how people perceive your business. Two brands can offer the exact same service, but feel completely different because of their messaging style.

A strong tone of voice helps your audience: Recognise your brand faster, feel emotionally connected to your business, trust your expertise, pay attention to what you have to say, remember you over competitors.

Fair question! I get it a lot. But, rest assured, I’m a copy chameleon. Having written for countless brands over the years, I wear many different hats (sometimes on the same day). Immersing myself in your brand voice is all part of the process. When we have our calls or you complete your questionnaire, I’m taking lots of mental notes on how you talk. This is so we can find the sweet between the language your clients use to describe your work, the language people type into search engines or AI tools, and the language you use to sound like you!

Copy Clinics are booked and paid in advance of our call. I do a lot of work beforehand, so this secures you a place in my editing queue before we meet.

Hook Strategy and website copy projects are invoiced for 50% before we start, and 50% just before the project is up. Need a little flex on the payment plan? No problem. Let me know when we’re dotting the Is and crossing the Ts and we can stagger your final payment.

Most projects will follow this process, more or less:

PHASE ONE

Welcome Aboard!

I want your onboarding experience to be quick and easy. So my team will get everything we need from you sent over once you’ve accepted this proposal. Then it’s time for…

PHASE two

Project Kick-Off

Once everything is Contract Kosher and we’ve decided to run off laughing into the copywriting sunset together in the rom-com that will never get made, I'll send my Brand Messaging Questionnaire to you.

This is your non-negotiable homework. But people do usually tell me the quite enjoy doing this, as it makes them think about their business in a way they probably haven’t in years! Set aside around 60 mins to complete this (and remember to save progress as you go!). Once received, it’s over to me and you can go back to doing all the other things you do so well. Then we'll schedule a kick-off call on the day our project officially starts (I'll send you a detailed timeline of important dates).

PHASE THREE

ALLLLLL The Research

I could just go sit at my laptop and write some words that sound nice and we both like. But that isn’t going to convert clients.

Before I even think about putting pen to paper (or, fingers to keyboard), I’ll get busy researching your target audience, finding your search-optimised keywords, stalking your competitors and previous clients and figuring out the ultimate way to convey your brand message. We’re talking client voice hacking, data mining… putting my magnifying glass to the way your clients speak so I can reflect their problems, hopes, fears, objections, desires back to them in their OWN language.

This is essential for establishing messaging + copy that cuts through the noise and gives people that gut feeling about you.

PHASE FOUR

Your Sneak Preview!

Once I’ve nailed the messaging, brand voice and the client voice, I'll have everything I need to write the words that will make your website chefs kiss brilliant (if you’ve opted for website copy as well as Hook Strategy).

And, to make sure everything’s looking good before I go and write the whole hook strategy and/or site, I’ll share a sneak preview with you ahead of writing the first draft. You don't need to provide comprehensive feedback at this stage, just give me a rough steer that it's moving in the right direction.

PHASE FIVE

First Draft & Feedback

For the next few weeks, I’ll be deep in your brand, your voice and your copy, writing everything you need to go live – from the hook strategy to the site pages themselves (if applicable), to the meta data that will help you look profesh and show up on Google. You’ll get conversion-led, personality-crammed copy strategically written to speak directly to your perfect clients and tell 'em you have the exact solution they need. I’ll include one round of edits to make sure I’ve got your words 100% right.

PHASE SIX

The Offical Handover

Over the next week or so, I'll capture your edits and send over the completed copy doc ready for you to use. If there are any teeny tiny changes you'd still like to make, I'm happy to jump in and do them before I officially hand the document over to you. It’s yours! Put it live and sing my praises loud and clear, or act like you wrote it all yourself. You do you.

I aim to keep my clients informed but not overwhelmed at all times.

Good to know: before we start, you’ll have my Brand Questionnaire to complete in good time before our kick off date.

We’ll have a kick off call before I start work, to go through any extra bits of info on both sides.
A few weeks into the process, I’ll share a litmus test’ preview of how things are shaping up. Hopefully you love it and I can continue from there. If not, we can course correct before I’ve done too much!

Next, you’ll receive a full first draft of the copy/messaging. This is your opportunity to collate ALL feedback over the next two weeks, including input from stakeholders if they’re involved. You’ll input this directly into the Google Doc (and can request a feedback call at this point if you’d like one).

Then a couple of weeks later, you’ll receive the full strategy/website copy. I’m happy to jump in with a few minor tweaks to get you 100% happy.