Writing is just a part of influencing online behaviour. Every web site is a potential sales channel; digital advertising is all about knowing what comes first: the idea or the technology to make it happen? (I think I just answered that). As for search – it’s the classic copywriter’s brief: Make every word count.

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Client: Tangozebra

Brief: To work with the UK’s largest digital advertising agency on the strategic direction for a variety of campaigns, from Nat West and RBS to RAC.

Result: The company was recently bought by google; so we must be doing something right.

Client: Abbey

Brief: Provide a detailed content strategy and ‘on-brand’ writing style for the new web site…and then write the entire site from scratch.

Result: User feedback validated an approach based on speaking the users’ language and debunking the mystique around banking.