A Strategic Copywriter Who Helps You Say the Right Thing, the Right Way

As an experienced strategic copywriter, I help brands define what their copy needs to do, before deciding what it needs to say. I’ll align your messaging with your commercial goals (and audience intent), to ensure your copy engages the right people.

A strategic copywriter doesn’t just write, they think, question, plan, and shape communications from the ground up. Unlike a traditional copywriter who might work to a fixed brief, a strategic copywriter is often involved earlier in the project, helping define what the copy needs to do before deciding how to say it.

Strategic copywriters bring a structured approach to messaging. We look at the entire customer journey and determine where copy can influence decisions. This means understanding the target audience, identifying pain points and triggers, and aligning the tone and format with your business objectives.

Instead of diving into writing straight away, I start by uncovering what’s really at stake, looking at your goals, the customer’s mindset, and how the copy fits into your wider funnel or campaign. This way, every line of copy earns its place. 

Over the years, I’ve developed a process that brings clarity and purpose to every copywriting project I work on. I call it the BNC Method. It’s a five-part framework that helps connect strategy to execution. Here’s a brief overview:

1. Brief the Business Case

Define the commercial goal behind the project.

2. Frame the Funnel

Map where the copy fits in the customer journey.

3. Structure the Story

Decide how the message will be organised for clarity and flow.

4. Manage the Messaging

Develop the voice, tone, and key ideas.

5. Craft the Copy

Edit for focus, clarity, and conversion.

This method helps businesses move from uncertainty to alignment. It also allows me to confidently lead projects where the brief is still forming. Whether I’m working directly with founders, marketing leads, or creative teams, I bring a clear plan to the table, and deliver copy that’s built on substance, not assumptions.

I work across selected industries, each with their own language, audience behaviours, and business goals. This breadth of experience lets me adapt my strategic approach across sectors without relying on templates or generic messaging.

In technology, I’ve written for SaaS providers, app developers, and B2B platforms, helping them communicate complex offerings with clarity and confidence. In energy and utilities, I’ve written annual reports, white papers, and sustainability reports.

I’ve helped construction and engineering firms explain technical value to non-technical audiences. In education, I’ve written for universities and learning platforms, balancing clarity with authority. I also work in finance and in public sector contexts where tone, accuracy and compliance are critical.

Most companies hire me because they need more than copy – they need direction. I’m often brought in early, when the message isn’t fully formed yet, and the project needs a clear path forward. Of course, every project is different, but my involvement might include:

– A full website rewrite where the structure and messaging need rethinking.

– A campaign launch that calls for clear positioning across multiple assets.

– A brand refresh where the voice and value proposition need redefining.

– A content strategy pivot where conversion and clarity are now the focus.

Clients appreciate that I don’t wait for a perfect brief. I help create it. I offer insight, challenge assumptions, and guide the process through to final delivery. I also collaborate well with others, whether that’s working with designers to align copy and layout, or supporting internal marketing teams as an external sounding board.

I’ve worked as a full-time copywriter for over 10 years, with clients across multiple sectors and countries. My background is in journalism and communications, which taught me how to ask the right questions and get to the heart of a message quickly.

I’ve written thought leadership assets for global brands, annual reports for publicly listed companies, and campaign messaging for enterprise-level clients and national organisations. What ties all this work together is a strategic mindset and a commitment to clarity.

I work independently and collaboratively, asking intelligent questions, and delivering copy that reflects your brand at its best. My clients value my ability to combine creative thinking with commercial awareness, and to make complex messages simple and persuasive.

My pricing reflects the strategic value I bring to projects, not just the word count delivered. Every project is scoped individually, but to give a general idea, my day rate is £550. Here are some pricing examples:

– Website copy projects usually start from £2,000.

– Messaging strategy and brand story development starts from £1,500.

– Ongoing support and retainers are available for longer-term partnerships.

I provide fixed quotes based on your specific goals and deliverables, so you’ll always know what to expect. Strategic copywriting takes more time upfront, but it saves time (and budget) down the line. It helps avoid costly rewrites, missed opportunities, and vague messaging that doesn’t convert.

If you’re looking for a for a strategic copywriter who can help you say the right thing, the right way, I’d love to hear from you.