Education Copywriter and Messaging Consultant for Higher Education and EdTech
I work with universities, education providers, and EdTech companies to define their positioning, develop clear messaging systems, and translate complex propositions into clear commercial narratives.
What Effective Education Copywriting Looks Like
‘Effective education copywriting begins with positioning. It defines what your institution or platform stands for, how it should be understood, and why it matters in a crowded market. From there, messaging is structured so it works consistently across prospectuses, programme pages, websites, course content, and investor or partner materials. When education messaging is developed strategically, it supports recruitment, adoption, credibility, and long-term growth rather than simply filling pages with information.’
Jamie Thomson, Brand New Copy
An Education Copywriter Trusted by Universities and EdTech Platforms
I’m Jamie Thomson, founder of Brand New Copy. I work as an education copywriter and messaging consultant, partnering with institutions and education-led businesses that need clarity at a strategic level.
My background includes building and scaling an education business myself, alongside over a decade of professional copywriting experience across higher education, EdTech, training providers, and education-adjacent platforms.
Education markets are competitive, values-driven, and increasingly commercial. Messaging needs to balance authority, accessibility, and persuasion without undermining credibility. I work with marketing teams, leadership, and subject specialists to develop communication that reflects how education decisions are made, whether by students, parents, employers, or institutional stakeholders.
''Enriched Our Website Copy''
‘Working with Jamie has been a great pleasure. He is a persuasive writer whose user-centric tone and in-depth understanding of SEO principles enriched our website copy. I greatly appreciated his attention to detail and punctuality in delivering to our agreed timeline. His genuine interest in learning about our institutional values, voice and audience was reflected in the high standard of copywriting he delivered.’
Tom Fearon, Marketing and Communications Manager, The Australian National University
''Creative Attention to Detail''
‘I’d highly recommend Jamie to anyone looking to hire a copywriter. Jamie helped us curate our guide How to Start a Tutoring Business. His creativity and attention to detail is second to none. He knows how to engage readers and deliver messages in a clear, entertaining way.’
Woody Webster, Co-Founder of Bright Young Things and TutorCruncher
''Thoroughly Impressed''
‘For the past year, Jamie has been helping us develop video scripts as part of the My Trading Skills platform. We’ve been thoroughly impressed with his ability to take complex information and make it simple and easy to understand. He has really helped establish the tone of voice for our course materials. His attention to detail and commitment to delivering copy on time is second to none.’
Philip Konchar, My Trading Skills
''A Copywriter in a Cape''
‘Jamie Thomson is able to deliver both quality and quantity. When it came to populating a national careers site with 700+ career profiles offering genuine guidance to young people, he was a lifesaver. He’s a freelancer in a cape. Plotr.co.uk will be sure to shine the bat signal in his direction in future.’
Magda Knight, Online Editor at Plotr Careers
''An Amazing Video Script''
‘I’ve been working with Jamie for the past month. During that time, he has edited my script for an online tutorial video which is an entirely new project. In addition, Jamie has written an amazing script for my explainer video. He has quickly grasped the content that I have needed. He has used clever wording to enhance the information quality and has met the deadlines that he has set. I wouldn’t hesitate to hire him for future work.’
Jan Morgan, Director, Tots in Sport
How My Strategic Education Copywriting Supports Your Organisation
Education copy performs best when it is treated as a system rather than a collection of deliverables. My work focuses on clarifying positioning and building a consistent messaging foundation before applying it across your communications. This approach reduces repetition, improves understanding, and ensures every page, guide, or course supports the same strategic narrative.
Typical applications include:
Website copywriting
Positioning universities, training providers, and EdTech platforms with clarity across homepages, programme pages, and conversion paths.
Programme and prospectus copy
Structuring complex course information so it is persuasive, accessible, and aligned with institutional values.
White papers and insight content
Research-led writing designed to support credibility, partnerships, and sector influence.
Course content and learning materials
Scripts and written content that establish tone, reinforce authority, and support learner engagement.
Thought leadership articles
Insight-driven content that reflects informed perspectives on education, skills, and learning markets.
I’ve delivered education sector copywriting for organisations including the University of Aberdeen, the University of Glasgow, The Australian National University, Oxford Languages, Westminster Adult Education Service, My Trading Skills, Plotr, and Success at School.
Prospectus Copywriting for the London School of Economics
I wrote prospectus page copy for the London School of Economics, helping to present course information in a clear and compelling way to prospective students.
Technology Case Study Writing for Oxford Languages
I provide ongoing writing support to Oxford Languages, turning anonymised client examples into business-focused case studies that support their marketing, sales, and partner communications.
Copywriting for Programme Pages and Prospectus Guides for The Australian National University
ANU required a copywriter to refresh the content on its College of Law programme pages. The new content had to reflect the University’s values and provide a better fit for its new dynamic tone of voice. The pages also had to incorporate on-page SEO to increase their visibility in search rankings.
2 Technical White Papers for the University of Glasgow
I was contacted by the Unveristy of Glasgow to write two white papers on two new technologies that the University had developed. As the technologies in question weren’t commercially available in other forms, I had to read a number of academic journals and research papers to familarise myself with the products.
170 Course Pages Written for Westminster Adult Education Service (WAES)
WAES required a flexible education copywriting partner that could improve the content on the course landing pages. Each course description had to have consistent messaging, a cohesive tone of voice, and use relevant brand language according to style guidelines.
47 Course Modules Written for My Trading Skills Educational Platform
Over the course of one year, I worked with financial trading platform My Trading Skills. I was responsible for writing 47 voiceover scripts for the platform’s educational course content. The client was delighted with the work and the course is now live.
A 1005% Increase in Website Traffic in 9 Months for Success at School...
In May 2015, I embarked on a year-long content marketing campaign with Mitesh Bhimjiyani, founder of the student careers website Success at School. Within 9 months, I helped increased his website traffic from 7,029 sessions per month to 77,698 by using my SEO content framework and a carefully planned content strategy.
40 Career Profiles Written for Careers Website Plotr
I was asked by Plotr to create a series of career profiles to help young people in the UK make informed choices about their future career paths. Working from a copy deck, I wrote 40 detailed career profiles, which contributed to the 700+ profiles now on the Plotr website.
A 325% Year on Year Traffic Increase (+ 450% Increase in Revenue) for our Education Client
In a seasonal niche, I helped grow my client’s year-on-year organic traffic by 325% after 6 months, and increase their year-on-year revenue by 450%.
189 prospectus pages written for the University of Aberdeen + 6 printed booklets
I was asked by the University of Aberdeen to write and proofread the online prospectus copy for their Life Sciences and Medicine and Arts department. Some of the website copy was then used as the basis for 6 printed booklets for taught postgraduate courses.
How I Work
Every engagement begins with context. Before writing begins, I take time to understand how your organisation operates, how decisions are made by your audience, and what the communication needs to achieve at a strategic level. This may involve reviewing existing materials, speaking with stakeholders, or aligning with internal positioning work.
From there, I develop structured messaging that reflects your values, audience expectations, and commercial or institutional goals. That foundation guides all subsequent writing, ensuring consistency across deliverables.
I work independently but collaboratively, often alongside senior marketing or leadership teams. The focus remains on communication that supports credibility, recruitment, adoption, and long-term positioning.
Investing in Strategic Education Copywriting
Education copywriting at this level is an investment in positioning, clarity, and credibility. Projects are scoped around outcomes rather than word counts, with fixed fees agreed in advance so expectations are clear from the outset. Pricing reflects the depth of strategic involvement and the judgement required to communicate educational value effectively. Typical investment levels include:
Website messaging and copywriting – from £4,000, including strategic positioning and application across core pages.
Education white papers – from £3,500, including research-led content designed to establish authority and support partnerships.
Brochures and prospectus content – from £1,500, including structured messaging aligned with recruitment and institutional goals.
Thought leadership articles – from £750, including insight-driven writing aligned with education and learning markets.
All projects include consultation, research, drafting, refinement, and collaboration as standard.
Education Copywriting Guides...
Why You Need a Content Strategy to Grow Your Education Business
When we consider that the global education market is valued at $4.4 trillion, the e-learning industry at $200bn, and the global private tutoring market at $102.8 Billion, it’s no surprise that the education industry is a noisy place.
11 Great Examples of Education Copywriting
Copywriting provides schools, publishers, and EdTech companies with the opportunity to differentiate themselves and stand out in their marketplace. Yet it’s surprisingly difficult to find good education copywriting examples.
Copywriting Tips for Education Companies
Educators are known for being good communicators. You’re able to use language in an adaptable way to suit our audience. You’re able to inspire, inform and provide guidance, but what educators often lack is the ability to sell your products and services effectively.
Frequently Asked Questions
What is an education copywriter?
An education copywriter specialises in communicating educational products, services, and institutions in a way that is accurate, credible, and persuasive. This includes universities, training providers, and EdTech platforms. The work focuses on translating complex academic or instructional detail into messaging that prospective students, partners, employers, or decision-makers can assess with confidence.
What does an education copywriter do?
An education copywriter develops positioning, messaging, and written communications for education organisations. My work typically involves clarifying how an institution or platform should be understood, then applying that messaging consistently across websites, prospectuses, programme pages, course materials, and thought leadership. The emphasis is on strategic alignment rather than isolated pieces of content.
How is an education copywriter different from a general copywriter?
Education copywriting requires familiarity with how educational decisions are made and evaluated. Messaging often needs to balance authority, accessibility, and persuasion without undermining academic or institutional credibility. I work specifically with education-led organisations where trust, values, and long-term positioning matter as much as conversion.
Do you work with universities and EdTech companies?
Yes. I work with higher education institutions, education providers, and EdTech platforms. Past projects include prospectus and programme copy for universities, course and platform content for EdTech businesses, and strategic messaging for education-focused organisations operating in competitive or regulated markets.
How much does education copywriting cost?
Pricing depends on scope, complexity, and the level of strategic involvement required. Projects are priced as fixed investments rather than hourly rates. As a guide, website messaging projects typically start from £4,000, white papers from £3,500, and thought leadership articles from £750. All projects include consultation, research, drafting, and refinement.
Who are the best education copywriters?
Strong education copywriters combine sector awareness, strategic judgement, and the ability to work with complex subject matter. Experience working with universities, education platforms, or training providers is a strong indicator, as is the ability to operate as a strategic partner rather than a production resource.
Strategic Education Copywriting That Supports Growth and Credibility
I work with education organisations that need their messaging to stand up to scrutiny, scale across channels, and support long-term positioning.