Website Copywriting

World Class Coaching – Long form sales letters

Since 1998 World Class Coaching has been producing expert soccer training resources for over 40,000 coaches in 70 countries. They wanted new long form sales letters created for their wide array of eBooks, soccer drill videos and email campaigns:

• The pages had to appeal to soccer coaches directly and promote the benefits of 'digital' coaching aids
• Differentiate the different types of eBooks for different types of soccer coaching
• Keep the reader engaged all the way through until they're jumping in their seat eager to buy

Being an amateur footballer myself, I was able to understand what soccer coaches would be looking for in a training resource - easy to implement on the training pitch, delivers real improvements to team performance and makes training sessions more enjoyable for players. I then set about repeating these same benefits in different ways while giving each product its own unique proposition. You can read the complete sales page I created for a Barcelona training eBook by clicking here.

bda – Award winning digital creative agency

bda is an award winning digital creative agency. They asked me to provide copywriting for their new website:

• Project a professional yet human tone.
• Reflect their creative expertise without going down the 'quirky' route.
• Explain what's special about their modern approach to marketing.

I''ve been working with bda for years, and this helped me to deliver the exact style of copy they were looking for in the first draft.

Parkwood hardwood conservatories

Parkwood supplies a premium quality range of bespoke conservatories, windows, kitchens and other hardwood products. Its website needed to establish it as the premium choice:

• Reflects their reputation for superior craftmanship and choice of materials.
• Uses a tone that appeals to customers whose homes are their castle, and want to furnish it with the best products available.
• Describes in depth how they work, with explanations on the types of joints, hardwoods and joinery techniques they use.

The website demonstrates how you can use specifics and detailed descriptions to establish your product as a premium option.

Michael Graham estate agency

Established for over 40 years, Michael Graham has a long heritage of assisting buyers and sellers to successfully navigate the property market and to find the best high-end homes throughout the Oxford, Bucks and Northampton area.

• Builds trust in an industry that doesn't always have the best reputation.
• Explains exactly how Michael Graham offers a superior service.
• Written in a tone that appeals to high end clients and reinforces the personalised service provided by Michael Graham.

This website differentiates itself through its tone. It doesn't use the shallow superlatives and meaningless verbiage often found on estate agency websites. Instead, it addresses customers with friendly, down to earth language and clearly explains why their service is the superior option for buyers and sellers of high-end homes.