Education Copywriter: From Higher Education to EdTech - I Write Copy That Informs, Inspires, and Persuades

Whether you’re an EdTech startup, or an education institution, I’ll help grow your business with professional website copywriting and content marketing.

What Makes a Good Education Copywriter?

‘Good education copywriting needs to be persuasive. Often, you find that educators are good at informing. They’re good at presenting information, but sometimes they really struggle with selling the product or service. Where an education copywriter really helps is that they add those persuasive elements into the text. A lot of education companies offer similar services, particularly EdTech companies, so there’s a real need to bring out the benefits and the unique selling points.’

Jamie Thomson, Brand New Copy

How an Education Copywriter Can Help You

The education industry is a crowded place. It’s constantly evolving and new companies are emerging every day. Copywriting provides education companies with the opportunity to stand out from the crowd. A unique value proposition and a recognisable tone of voice can help your company cement itself in the industry. I started my copywriting career while establishing my own education company in the tutoring industry.

You need an education copywriter who knows how to persuade as well as inform. Publishing quality content in-house can be time consuming, and without a solid content strategy, many companies find their efforts don’t bring them the growth they need. As your dedicated writing partner, I’ll put our feet in your customers’ shoes. Unlike other agencies, we focus solely on the words. I’ll put the time into researching your target audience and your competitors, so we can position your products and services effectively.


Tom Fearon

''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. will be sure to shine the bat signal in his direction in future.’

Magda Knight, Online Editor at Plotr Careers

Jan Morgan_2

''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

Here Are the Services I Provide

As an education copywriter, I’m able to write in a range of different styles from academic to entertaining. I’m naturally curious and enjoy learning about my clients’ particular marketplace. My education copywriting services include:



I write well-written, well-researched copy for the education sector. Every piece of work I produce is thoroughly researched and I guarantee that your final copy will be original and unique. To begin with, I’ll ask you a series of questions to help me form a brief and gather all the information I need to begin working on your project. After I present you with the first draft, I offer amendments until you’re happy with the final results.


My copywriting services have been used by a range of clients in the education sector, including the University of Aberdeen, the University of Glasgow, My Trading Skills, Plotr, and Success at School…to name a few.


screenshot of ANU website

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.

screenshot of University of Glasgow homepage

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.

Screenshot of WAES homepage

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. 

screenshot of my trading skills website

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.

SEO case study

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

Whether your business deals in educational training, resources or online learning, copywriting and content marketing is now high on the agenda of education companies the internet over. If you’re looking for an education copywriter, do get in touch, I can help grow your brand with excellent content and sales copy.


Before I take on any new copywriting project, I like to get to know the client first. I’ll arrange an initial meeting (by telephone, email, Skype, or face-to-face) to learn more about your business and what you hope to achieve from working with me.


How Much Does an Education Copywriter Cost?


I believe in being as up-front as possible when it comes to pricing. My day rate is £500 and I provide a price per project, so you’ll know exactly how much the work will cost up front. Some of the factors that I consider when pricing for education copywriting include:


  • How much content is required for the project
  • The number of words required
  • How much research is involved
  • Whether tone of voice guidelines are required
  • Whether on-page SEO should be considered
  • How many revisions are needed
  • The project deadline


To provide some context, here’s an overview of what I charge for different types of education copywriting:


Basic website copywriting package – 5 pages, e.g. Home page, About page, Service pages x3, including briefing session, research, ongoing correspondence, 3 rounds of revisions.


Cost: £2,500.


Education white paper – Around 3,000 words including all research, gathering statistics, case studies, conducting interviews, revising and editing, 3 rounds of revisions.


Cost: £3,000.


4-page education brochure – Around 1,000 words including briefing session, all research, ongoing correspondence, 2 rounds of revisions.


Cost: £1,500.


Thought leadership articles – A 1,000-word blog post, well-researched, appropriately cited sources, 2 rounds of revisions.


Cost: £450.


Prices include all ongoing correspondence with the client, editing, proofreading and amendments.


Education Copywriting Guides...

notebook with the word 'planning' written on a page

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.

three copywritng examples

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.

Sprayed stencil of three boys with light bulbs above their heads

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.

Contact Me Today


If you’re looking for an education copywriter that will take an invested interest in the growth of your business, then please get in touch.