Selected Copywriting and SEO Portfolio

Examples of my work for UK founder-led brands

Copywriting and Brand Voice for National Cheese Brand

A screengrab of the halloumi product page on YAMAS! website with copy and a pack of halloumi

A screengrab from YAMAS! website showing a feta and sweetcorn salad

THE BRIEF

YAMAS! is a Mediterranean cheese brand from Futura Foods, made by dairy farmers in Greece and Cyprus. A brand-new website was launching — with no established brand voice to write to and a big, broad audience to win over. The cheese itself is a genuinely special product, but the challenge was to write about it in a way that felt inclusive rather than niche: no jargon, no gatekeeping, no assuming the reader already knew their halloumi from their anthotyro. Just cheese, sunshine, and enthusiasm, for everyone.

WHAT I DID

I developed a brand voice from scratch — helpful, sunny, enthusiastic and knowledgeable — and used it to write the web content and product descriptions for the site launch. The goal throughout was to keep the product as the hero: every page needed to feel like it was dripping in Mediterranean sunshine, evoking the holiday you wish you were on, while staying genuinely informative about how the cheese is made and where it comes from. A 10-page brand voice guide was handed over to the team to use in all their communications.

THE SOLUTION

THE OUTCOME

Copy that’s playful, confident, sensory, simple, and written for a home cook. And following that, accolades for a product that, until this project, didn't have a website voice to match them — and a new site and content that gives those award-winning products a proper platform to build brand awareness on, beyond the shelf. Great Taste Awards 2024: YAMAS! Greek Feta awarded 2-star "above and beyond delicious," and YAMAS! Halloumi awarded 1-star — the brand's first year entering. International Cheese and Dairy Awards 2025: YAMAS! Greek Feta PDO named Best Greek Cheese, part of a collection that included four golds across the Mediterranean dairy range.

SEO Copywriting for Sussex Food and Coffee Truck Services

THE BRIEF

Parklife Coffee had built a loyal following in their (and my) local village over three years — but purely through word of mouth and admittedly inconsistent social posts. With no website, the number one problem was simple but a biggy: nobody knew where or when to find them. On top of that, two very different customers — daily coffee regulars and one-off event/catering enquirers — were being served the same undifferentiated copy, and overlapping keywords risked competing against each other in search.

THE SOLUTION

We split the copy by audience, giving coffee regulars and catering enquirers their own clear path and CTA. A page-by-page keyword map assigned each target phrase to one page only. With no reviews live yet, trust was built through specificity — naming the roastery, the tea supplier, and the caravan's own history — instead of generic superlatives. And the big ol’ question, "where and when," was answered above the fold and reinforced through a daily-updated WhatsApp group with a QR code, avoiding the need for a booking platform the business didn't need yet.

Landing page for a coffee business. Copy over an image of people sitting at outdoor tables in a park with a food truck, trees, and a brick building in the background.

A webpage for Parklife Coffee featuring information about their drinks and food options, including local coffee roastings and street food feasts, with sections detailing Friday brunch and other offerings.

Three-month SEO project for solo UK business owner

THE BRIEF

Before working together, this client’s website was generating zero enquiries through search. She had visibility in her industry but nothing translating into leads — the site simply wasn't working for her commercially.

WHAT I DID

The first thing I did was find a key search phrase that people use - this client’s job title was quite technical, and if you knew you knew, but if you didn’t, you really didn’t. Then I assigned search phrases for each page, renamed some of her products and services so they were also less industrial sounding and made crucial technical fixes. This client was a solid blogger, which meant I could crack on with some serious on-page optimisation too, with search phrase allocation, internal linking and meta info updated.

CHALLENGES

Although we landed on a searcher-friendly key phrase, there were still many ways you could describe this client’s job. So, I made sure we tracked as many as possible and watched Google Seacrh Console closely for any that were being typed in by searchers that we hadn’t used. The other thing was this site was built on Joomla - not many people use Joomla, so I learned how to do lots of the technical fixes myself.

THE OUTCOME

Under a month in: client A started receiving enquiries through her website for the first time — a keyword also jumped roughly 90 places straight into the top 10 of Google UK results within the first month.

Month two: A media enquiry came in from a national radio station.

Month three: Client enquiries generated weekly and a booking worth £15k.

Across the three-month period, organic search sessions grew from 18 to 46 to 67 per reporting period, and click-through rate from search more than doubled, from 1.7% to 3.7%.

TRAFFIC AND ENGAGEMENT

Total website sessions nearly doubled over the campaign

Page views up 194% in a single month

Engagement rate rose from 41% to as high as 67%

Average time on site roughly doubled

Two additional keywords broke into the top 10 during the campaign

CLIENT COMMENT

"That's some amazing SEO witchcraft you're doing on my website!"

My Copywriting Background

Food and beverage producers are my favourite: brand voice for independent cafés and restaurants, product storytelling for national manufacturers, and copy that makes people want to taste something before they've even laid eyes it.

That specialism sits within a wider portfolio (as a freelancer and earlier) spanning hospitality, retail, education, and technology. I’ve got experience in many industries, now I’m honing it to the one that’s closest to my heart.

Selected Food & Drink

Bistro Café in West Sussex — social copy for this highly-rated independent food and drink business.

YAMAS! / Futura Foods — website copy for a cheese range and its parent company, the UK's #1 Greek & Cypriot dairy brand.

Samworth Brothers (Honest Crust) — social campaigns for this major UK food-to-go manufacturer's launch.

Sussex & Local Businesses

Kudize Club Ltd — grown with this multi-site childcare provider since 2023 as they expanded Sussex-wide.

The Bike Tailor (Brighton) — website and blog copy for this boutique bike-fitting studio.

Agency & Team Collaborations

Collaborative copywriting for Tide and Bloom UK, Verdant Digital, Mediasoep, and Wordbrew — delivering client briefs as part of their teams across the UK and Europe.

National & International

Blog and brand copy for the UK's largest live entertainment agency and a UK childcare admin software company.

Built brand voice for a London-based international events production company as they scaled.

Website copy for two Los Angeles-based businesses, Swoop and Christmas Brothers, plus sales content for a Fortune 500 tech company via an agency partnership.

I write copy that gets food and drink brands noticed — backed by the strategy to make sure they're found.

Ways to contact me