Beyond nice words. Copywriting that brings your brand to life, and helps you truly connect with your audience.
Website Copywriting
☆ Clarity ☆
Language that’s easy to understand, even when the subject’s complex.
☆ Inclusion ☆
Words that welcome, meeting your audience right where they are.
☆ Trust ☆
Copy that guides without pressure, and earns true confidence over time.
Your website is your first impression. The out-of-hours face of your brand. Every word on it needs to work hard - not just to inform, but to include, respect, and build trust with the people who land there.
Why DOES ethical website copy matter?
Website copywriting Services
Get in touch to chat about your project, or browse some of the services I offer, here.
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Set the tone in just a few words.
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The story that gives your product meaning.
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Beyond the benefits - find new ways to talk about what you do.
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Reward that first click with a landing page that brings your brand to life.
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The kind of findable, readable, memorable content the internet loves.
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Scannable, easy-to-understand questions and answers to help your audience feel good about your brand.
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Helpful, human, consistent copy for your team.
Trusted By...
David Phillips ☆
Renewable Capital ☆
Deeson ☆
Whippet ☆
Coats Threads ☆
Re:Lease ☆
ODD London ☆
Retoucherie ☆
Trusted By... David Phillips ☆ Renewable Capital ☆ Deeson ☆ Whippet ☆ Coats Threads ☆ Re:Lease ☆ ODD London ☆ Retoucherie ☆
browse a few of my website copy projects…
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![beauty Copywriting]()
As a Non-Believer
☆ The Challenge ☆
A rigorously ethical new beauty brand needed words as bold as its vision. A brand name, tone and copy that could help them throw every rule book out of the window.
☆ My Role ☆I worked with the founder from day one, developing the brand name and voice, researching references, and writing everything from home page copy to newsletters and FAQs.
☆ The Outcome ☆The result is a site - and a voice - that feels unapologetically original. Based around literary character Holden Caulfield, every word was written to give customers an instant sense of the brand’s bold and disaffected spirit.
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![retail copywriting]()
Bicester Village
☆ The Challenge ☆
A global luxury shopping destination needed fresh website copy that matched its premium feel while staying accessible and inviting to visitors from all over the world.
☆ My Role ☆
Integrated in the BV team and working remotely, I wrote content across online touchpoints. The magic sprinkle was the tone, balancing elegance with clarity, with a touch of that Bicester Village magic at Christmas.
☆ The Outcome ☆Used in balance across customer touchpoints both on and offline, copy was crafted to captivate, and told BV's story of a breathlessly elegant festive season.
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![construction copywriting]()
UK Top 20 Builder
☆ The Challenge ☆
A leading construction company needed new website tailor made to it corporate clients, and to prospective homeowners.
☆ My Role ☆I crafted web copy for both their corporate and residential sites, developing a brand voice for each that carried authority without jargon, and always led with the benefit to each targeted user.
☆ The Outcome ☆At launch, their digital presence will reflect the scale of their work while staying true to the brand's heart and approachability, making it easier for every audience to see what they do best.
“It was honestly a joy to work with Emma, she has a personal warmth that we could feel from the first email and if that isn’t the power of choosing the right words, what is!"
-Ani - Retoucherie
3 simple steps
3 simple steps
☆ Discover ☆
We start with your site goals and audience - what you need your website to do, and who you need it to reach. I listen, ask questions, and absorb the detail.
☆ Draft ☆
I shape copy that guides visitors through your site with ease - clear, ethical, and true to your brand. Every page has a job, and every line pulls its weight.
☆ Refine ☆
We review together, sharpening tone and flow until the words feel right - copy that’s ready to publish and built to last.