A few examples
of my work
My clients have included big names, small start-ups, public sector organisations and charities – sometimes working direct to them and sometimes through great agencies that handle marketing, branding, digital, design or internal communications.
Roux Kitchens (with Onstate)
Project Brochure
Services Tone of voice development, copywriting and proofreading
Overview This brochure was the launch platform for Roux Kitchens at Grand Designs Live. The tone of voice needed to position the brand at the right level in the market, and also convey that these meticulously planned kitchens are for true foodies. For the brand pages, I borrowed a little from Michel Roux Jr.’s own tone of voice to create a subtle link. And also echoed the editorial style of magazines potential customers would be browsing, such as LivingEtc and Elle Deco.
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We are now six days into the launch and we have had a really positive response. Thanks for your work on the project, it was a great piece of work and a pleasure working with you. Neil McDonald, design manager, Roux Kitchens
Octopus Investments (through Sunfish)
Project Newsletter article
Services Copywriting
Overview Octopus already had a strong tone of voice. In an industry where many organisations produce copy that’s overcomplicated and overly formal, Octopus wants its voice to be pithy and memorable. My job was to emulate it in this article talking about the benefits of investing in small businesses.
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Over my business career, which began in the dark ages - 1984 - I have met a handful of writers whose work has genuinely excited me. Laura is one of those rare creatures. Andy Maslen, director of Sunfish and author of Write to Sell, Persuasive Copywriting, The Copywriting Sourcebook, 100 Great Copywriting Ideas and Write Copy, Make Money
byDiffusion
Project Website
Services Tone of voice development and copywriting
Overview This was the third time I’d worked with one of byDiffusion’s founders on brand voice and copy for a start-up. byDiffusion brings a different approach to business consultancy, so the team wanted to step away from a typical corporate style. Together, we created a voice that’s fresh, focused and assured, and conveys both the energy and experience that are central to their offering.
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We absolutely loved working with Laura again, she is incredibly gifted. Her creative process, attention to detail and passion for words delivered exactly the copy we wanted but could never write. Sat Mann, Director, byDiffusion
Hoopers (through IONA Design)
Project Customer magazine
Services Copywriting and proofreading
Overview Hoopers wanted its customer magazine to have a strong editorial, rather than sales, focus. The brief was to write copy that could easily be seen in a high quality women’s fashion magazine.
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Laura was an invaluable support to the creative team at IONA, understanding the brief and interpreting the buyers’ trends. Her speedy response to both our and the client's requests meant we could turn the designs around quickly – just what you need in today's ever-changing retail market. Catriona Moore, managing director, IONA Design
Zuto (through Banana Kick)
Project Leaflet
Services Copywriting
Overview This leaflet was used to help launch the new Zuto brand (previously called Car Loan 4U) at a trade expo. It also needed to give dealers plenty of motivation to apply to become members of Zuto’s recommended dealer scheme.
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Laura is a fantastic writer and it really doesn’t matter if it is a B2B or B2C brief, she always ensures she answers it with intelligent and well-crafted copy. Her ideas are creative and at the same time commercial and she always hits the brief first time. Jamie Ferguson, client services director, Banana Kick
Ninesharp
Project Website
Services Tone of voice development, copywriting and proofreading
Overview Ninesharp wanted a complete change of direction for their brand voice to something much more fresh and modern. They wanted the copy to convey their hunger, confidence and abilities, while also getting across that they’re likeable people who are great to work with. I used plenty of brisk, clipped sentences to show their self-assurance and efficiency. And to underline their warmth and enthusiasm I used lots of terms from natural speech with examples of scenarios people can easily relate to.
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We approached Laura as a recommendation following a total rebrand. She very quickly grasped exactly what we were looking for and pretty much got it right first time. She's very easy to deal with and delivers as promised every time without the need for chasing. I would readily recommend Laura to any business. Marcus Glover, managing director, ninesharp
Lean Lunch
Project Website
Services Tone of voice development, copywriting and proofreading
Overview I had great fun working with Lean Lunch to develop their brand personality and voice. They wanted to get across that they’re full of life and good fun while also having strong integrity. It was important to bring out the brand’s Yorkshire warmth too, without descending into county clichés.
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Laura met us at the early stages of starting the business and we have loved working with her to develop our brand. She intuitively translated our thoughts into a tone of voice and brand personality that we are extremely proud to call our own. We would not hesitate to recommend her services, she is one super talented lady. Sat Mann, co-founder, Lean Lunch
Denner Cashmere
Project Catalogue
Services Copywriting
Overview Selling cashmere for the spring/summer season isn’t without challenges so we focused on colour, trends and lightweight knits in this catalogue.
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Having worked with Laura for the last 3 years, I can absolutely recommend her as a professional copywriter. In addition, her personable approach makes her a joy to work with and we’re looking forward to working with Laura in the future. Lina Volfson, managing director, Denner Cashmere
Agile People
Project Website
Services Tone of voice development and copywriting
Overview Jeanette was moving from the UK to New Zealand and needed to present herself to a new market and build her business quickly. She has a fantastically inimitable strength of character, energy and values. So I was able to use this as the basis for her business’s brand personality and voice, and then her web copy, to help her make her mark.
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Laura brings a level of confidence and complete professionalism, which immediately set me at ease. She is thoroughly prepared and utilises user-friendly tools, which enabled me to define my own business identity in a fast, effective way. Not only did Laura guide me and help me to create the right messaging for my business, she also took it upon herself to find me an incredible website designer who created my agilepeople.co.nz website. Laura wrote all the content, coordinated with my website designer and ensured the end result was exactly what I wanted. In fact, the outcome far exceeded my expectations - and I would have no hesitation in recommending Laura as a consummate professional who delivers more than you were promised! Jeanette Kehoe-Perkins, founder, Agile People
Carey Glass (with Deborah O’Grady)
Project Website
Services Copywriting
Overview Carey already had her brand proposition, values and personality in place, but wanted help with her tone of voice and copy. As an academic and an experienced consultant, she wanted to get across the depth of her knowledge and expertise. But it was also really important to Carey that her copy was easy to read and absorb, and conveyed her warmth and enthusiasm.
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Working with Laura is peaceful perfection. She combines an unassuming nature with genuine interest in her clients and a dedication to getting it right. And somehow, as if by magic, she produces copy that creates the perfect transformation, with ease and grace. It’s a consummate skill to leave a great mark without a single footprint. Carey Glass, management consultant and coach
Alder and Stone
Project Website
Services Tone of voice development and copywriting
Overview Alder and Stone’s key selling point is how easy it makes the process of designing and creating a high quality kitchen that’s both really personal and within your budget. I worked with the founder to develop a brand personality and voice that emphasises this. And then wrote copy for the site designed to both inspire and reassure visitors and, of course, encourage them to get in touch.
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Working with Laura is like having an extra team member. She instantly grasped the core of our value proposition, and translated that into a tone of voice that suits us perfectly. The copy she has created speaks to our audience in a direct but aspirational way. Paul Collins, founder, Alder and Stone
Glogg
Project Brochure
Services Copywriting
Overview Glogg wanted to increase awareness and sales among retailers and wholesalers. The aim for this trade brochure was to present Glogg as well-established and efficient – very businesslike but friendly too. It also needed to emphasise the increasing demand for reusable bottles and why Glogg is the brand to stock.
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Laura’s structured approach broke the creative process down into manageable steps, so I could get all the key points across without the waffle. She took the time to understand my product, my business and most importantly, my customers and I gained some valuable insight. The result is demonstrable by increased sales to the target customers and our business profile has been raised as a result. I wouldn’t hesitate to recommend Laura. The value is clear and I just wish we’d done it sooner! Helen Smith, managing director, Glogg
Spacescape
Project Website
Services Tone of voice development and copywriting
Overview Spacescape wanted to differentiate itself by communicating in very clear, waffle-free way while also keeping the warmth and professionalism it prides itself on. First, I homed in on the company’s key characteristics to flesh out its brand personality and develop a suitable tone of voice. Next, I wrote new web copy ensuring every section was in a bite-size format that would be easy for busy prospects to scan through.
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Laura came recommended to us and we’ve been delighted with the work she has done for us, from developing our initial tone of voice to providing the copywriting for our new website. Laura is very personable and easy to work with and quickly grasped what we were about as a business, which helped facilitate a quick turnaround for our new website launch. We are looking forward to continuing to work with Laura as our business continues to grow and wouldn’t hesitate in recommending her to any business looking for someone who can capture exactly what they are about and can speak to their particular target audience.” Claire Burgess, Office Manager, Spacescape Ltd
Folio Albums
Project Website
Services Copywriting
Overview Folio Albums was reorganising its site to make navigation easier for visitors while also ensuring good SEO. From a copywriting standpoint, this meant saying similar things on different pages without being repetitive. It’s a B2B business selling very high quality handmade products that are an emotive purchase for the end customer. The copy needed to reflect this while also conveying the brand’s warmth and eagerness to help.
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I love working with Laura, which is why she’s always the person we turn to with our copywriting needs. She is quick to understand our requirements and really gets to the core of the brief. Not only does she work with speed and efficiency, but her copy always accurately reflects the brand's voice. She has a talent for asking the right questions which means she nails the copy first time. Our most recent project had an additional SEO requirement to create similar copy but with minimal or no repetition. Not only did Laura accomplish this, but each variation was well crafted with style and flair. Julie Randall, director, Folio Albums
Ultimate Languages
Project Leaflets
Services Copywriting
Overview Ultimate Languages is a small consultancy with big ambitions for growth. The team had exhibition space booked and wanted leaflets to attract both new clients and freelance colleagues. They were keen to convey their professionalism and high quality service, while also letting their natural friendliness shine through. I really enjoyed working with them to clarify their positioning and voice before mapping out the messaging and writing the copy.
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Since the first phone call I had with Laura I knew that she would be a great addition to our team. Fully understanding our company vision and ethos, Laura produces exceptional copy time after time, delivered in a tone of voice that truly reflects our team; quirky and professional. I look forward to working with Laura on our upcoming campaigns. Emily Nash, Ultimate Languages
Schofield Sweeney
Project Website
Services Tone of voice development and copywriting
Overview Schofield Sweeney is a well-respected firm of solicitors with three offices in Yorkshire and clients across the country. They wanted to speak to people in natural language, without losing their professional edge, and stay relevant to the wide variety of clients they serve. After developing their brand personality, I established a new brand voice and created copy for their new website developed by my longstanding client, Tall.
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From start to finish Laura was excellent. Professional, creative and completely empathetic to the needs of managing multiple stakeholders. The project was delivered to tight timescales and changing demands, the tone of voice development and brand personality work was engaging and insightful. I’m delighted with everything, thank you! Ann-Marie Keighley, marketing manager, Schofield Sweeney
AET
Project Articles
Services Copywriting
Overview AET Europe is based in The Netherlands and specialises in digital security. Jordan van den Akker, an AET consultant, approached me to edit the articles he was writing for Security Management and the AET blog. As English isn’t his first language, he wanted to ensure he communicated with clarity and professionalism.
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As AET Europe, we were looking for help to ensure our articles were communicated in the right way. The articles are used in our daily communication to clients around the world. For this reason, the standards are high. Laura helps us with multiple articles so far, and all of them has been improved and are better readable. Also, deadlines were always met. Often the reviewed articles, were much earlier sent. We are very happy that Laura helps us and hope that our collaboration will continue the coming years forward. Jordan van den Akker, business consultant, AET Europe
Nedap
Project Various – ongoing
Services Copywriting
Overview Nedap Security Management develops advanced software and hardware for access control. I’ve enjoyed working with its teams in The Netherlands and other locations around the world for several years. Sometimes I write copy from scratch for Nedap and sometimes I edit copy written by others. The emphasis is always on ensuring clarity, relevance and a natural voice – however technical the story.
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In my experience, Laura 'gets it'. She understands what we are asking for, but more importantly how to position that to the target audience for the greater impact. She's a versatile writer having worked in many sectors and for a vast variety of both local, national and global clients. Laura has always lived up to expectations and delivers bright copy. Mardy Lammers, marketing, Nedap
goodbox
Project Website
Services Tone of voice development and copywriting
Overview When the Lean Lunch team launched goodbox, they asked me to work with them again. goodbox was created in response to the challenges local people and businesses were facing around the Covid-19 pandemic, and also mounting global environmental issues. The voice and copy needed to reflect that, with the team looking for a warm, natural feel, but also a considered simplicity.
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Having benefited from Laura's outstanding work on Lean Lunch it was a very easy decision to ask her to help us with goodbox. She quickly developed our tone of voice and personality with a creative methodology and then translated that into engaging copy for our new website. Laura breathes energy into her work leaving you more connected to your brand and I can't recommend her highly enough. Sat Mann, founder, goodbox
Hexagon (through Cast)
Project Brochure
Services Copywriting
Overview I’ve been working with Cast since 2003 – largely for clients in the social housing sector, such as Hexagon. This brochure was to promote a collection of homes available for sale through shared ownership. With lots of competition in the area, it needed to really sell the positioning and lifestyle on offer, as well as the apartments themselves.
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I’m really fortunate to have worked with Laura for over 10 years now, on a number of projects. Her ability to write inspirational copy is quite literally award winning. Laura’s service offering is much more than words. Personable, confident and well experienced, her ability to project manage, provide ideas and consistently deliver ahead of deadlines is unrivalled. A credit to our team, highly recommended. Craig Knowles, senior account manager, Cast
Murray Hurst Interiors
Project Website
Services Tone of voice development and copywriting
Overview Natalie, the owner of Murray Hurst Interiors, was repositioning her business to include a new service for people wanting advice rather than a full interior design service. Natalie asked me to refresh her brand voice and copy to reflect this shift. She wanted to remain professional, but convey a much more personal rather than corporate feel.
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Laura was a delight to work with. Her calm, organised, professional yet friendly demeanour made the process of refreshing my brand voice and bringing clarity to my new service offering a real pleasure. Laura is clearly gifted at what she does, I would highly recommend her and will certainly approach her again for any future copywriting needs. Natalie Murray-Hurst, founder, Murray Hurst Interiors
Renovo (through Onstate)
Project Leaflet
Services Copywriting
Overview The subject matter for this leaflet was delicate, so the tone and approach needed to strike the right balance between positive and sensitive.
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I’ve known Laura for many years and she continues to be my go-to person for any copywriting. Laura is incredibly professional, hugely flexible and very results orientated. I’ve always found it interesting how she manages to adapt her style of writing to fit the job in hand. She always keeps you informed of progress and delivers when she said she would; within budget and with great results. It has always been an absolute pleasure working with Laura and I wouldn’t think twice about recommending her. Rich Day, Creative Director, Onstate
Some other examples of things I’ve written
- Brochure for Silentnight Beds
- Video scripts for Bacardi
- Leaflet for Skipton Building Society
- Award entry for Octavia Housing
- Website for Shape yogurt
- By-lined article for BT
- Press release for Puma
- Customer service guide for Northern Powergrid
- Sales letter for The Times 100
- Pet care guides for Habitrail
- Newsletter for Yorkshire Cancer Research
- Annual report for Arena Group
What my clients say
I have worked on projects with Laura for over three years and she has never disappointed. From small pieces of copy through to supporting on brand workshops and everything in between Laura is always on brief, and when coupled with great organisation skills it means working with Laura is always efficient. Laura's fun personality means there is never a dull or boring part of any brief!Chris Soames, managing director, First 10
We had disastrous experiences with two other copywriters, but when we started working with Laura her experience and expertise was evident from the outset. She took the time to know our business and ourselves and understood completely what distinguishes us from our competitors. The quality of her work was exceptional and we could not be happier with what was presented.Zaf Hussain, divisional director, Thomas Radford
Laura gives us an extra edge and always manages to decipher what us designers can't translate into words. She offers us a brilliant service. We have and will recommend her to other agencies and marketing teams alike. She really is a true professional!Scott Riley, creative director, The Nu Agency
My clients, past and present
These are the clients I've written or edited copy for over the years - either working direct to them or through an agency.
- Axis
- Theartthing
- Nouveau Beauty Group
- RMUK
- Alexia Designs
- EG Lettering
- Wedding & Home Bride of the Year competition
- Afinite
- Alverton Press
- BidBank
- BSI
- byDiffusion
- Claytons MOT
- Crisp
- Direct Pest Control
- Drum Cafe
- Effectory
- EEMUA
- Evora
- Fingerprints
- HGF
- Howard Cohen & Co Solicitors
- Intelligent Data
- Instore
- Just For People
- Memsource
- Northern Powergrid
- Office Care
- Schofield Sweeney
- Servelec
- Slingsby
- Sole Fashion
- The Economist
- The Game Changer Collective
- Transguard
- Ultimate Languages
- Uniphar
- Warehouse Systems Ltd
- Wordbank
- Yellow Bus Events
- Princess Royal Trust for Carers
- The Global Fund
- World Vision
- Yorkshire Cancer Research
- Adams
- Adidas
- Alder & Stone
- Allied Carpets
- Armitage Opticians
- Asda Shades
- Beko
- Booths
- Brandon
- Caged Steel
- Cargo
- Carrs Silver
- Casio
- Covent Garden Market
- Curtain Pole Store
- Denner Cashmere
- DFS
- Dunning Golf
- Fire & Scent
- Glogg
- Greg Norman Collection
- Halfords
- Halo
- Hammicks Bookshops
- Highgate Beds
- Hoopers
- Instore
- Janie Wilson Ltd
- John Greed
- Morphy Richards
- Morrisons
- Netto
- NJOY
- Ollie & Leila
- Puma
- Pure Collection
- Rest Assured
- Roux Kitchens
- Second Nature Kitchens
- Silentnight Beds
- TaylorMade Golf
- Thompson Solar
- Unilever
- Wren Kitchens
- Innovate Educate
- Pearson Education
- Scholastic Education
- The Times 100
- University of Nottingham
- Absolute Engineering
- Core Precision
- Emirates Engineering
- Cooper Adams
- Manning Stainton
- Ownerhome
- Robinson’s International
- First Direct
- Leeds Building Society
- Monevate
- Nest
- Octopus Investments
- Oracle Finance
- Skipton Building Society
- TBO Investments
- Yorkshire Building Society
- Zuto
- Asahi
- Aseptic Solutions
- Bacardi Breezer
- Bacardi Brown Forman
- Bacardi Flavoured Spirits
- Danacol
- Drench by Britvic
- Fiske
- Glanbia Nutritionals
- Goodbox
- Heinz
- Joseph Heler Cheese
- Lean Lunch
- Mondelēz International
- Nisa
- NKD Pizza
- Panacea
- Pollards
- Red Alert
- Richmond Sausages
- Shape yogurt
- Sourz
- The Macallan
- The Yorkshire Pantry
- Treehouse Foods
- Total Greek Yoghurt
- Velvet Crunch
- Warburtons
- Wild Star Food Company
- Yazoo
- Acteon
- Archform
- Bayfields Opticians
- Chiesi UK
- Genix Healthcare
- Glanbia Solutions
- GSK
- Leeds Teaching Hospitals
- LEO Pharma
- NextStep
- NHS
- Nlite
- Pfizer
- Sparkle Dental Labs
- The London Clinic
- Accent Housing
- ACIS
- Ajanta Housing
- Arena Housing Group
- Boleyn & Forest
- Bradford Community Housing
- Broadland Housing Association
- Calico Homes
- C&C
- East Homes
- Estuary Housing Association
- Family Mosaic
- Garden City Homes
- Guinness Homes
- Hastoe Housing Association
- Headrow
- Hexagon Housing Association
- Hounslow Homes
- Housing for Women
- Islington & Shoreditch Housing Association
- Irvine Housing Association
- Leasowe Community Homes
- Leeds & Yorkshire Housing Association
- Leeds Housing Concern
- Leeds Voice
- Luton Community Housing
- Northern Counties Housing Association
- Octavia Housing
- Optivo
- Plumlife
- Sapphire Independent Housing
- Silva Housing
- Southern Housing Group
- Sovereign Living
- St Vincent’s Housing Association
- Squared
- Tees Valley Housing Association
- Thames Valley Housing
- Tung Sing Housing Association
- United Housing Association
- Venture Housing
- West Kent Housing Association
- West Yorkshire Housing Association
- Zen Housing
- Habitrail
- Hagen
- Pets in Mind
- Royal Canin
- David Lowerson Photography
- FOLIO Albums
- Hayley Ruth Photography
- Images Colour Library
- Iona Cards
- Photolibrary
- Randall Photography
- Ask Developments
- Avant Homes
- Bruntwood
- Clarence Dock
- Clayton Homes
- Crosby Homes
- Don Little Properties
- Higgins Homes
- Hunter Matrix
- ING Real Estate
- Isis
- Keepmoat
- KW Linfoot Plc
- Leeds Joinery
- Miller Construction
- Murray Hurst Interiors
- Moores
- Nixon Homes
- Oakapple Group
- Paul Thompson Developments
- RMP Properties
- Rushbond
- SDA Partnership
- Spacescape
- Waterside Wakefield
- Westpoint Homes
- Woodchester Valley Retirement Village
- Your Housing Group
- Green Alliance
- North Yorkshire County Council
- Candelisa People
- Close Communications
- Jobstoday
- Ninesharp
- Praesumo
- Renovo
- STAR
- Thesmartlist.co.uk
- Thomas Radford
- Adidas
- Bradford Sports Awards
- British Taekwondo
- Dunning Golf
- Federation Equestre Internationale
- Genesis Teamwear
- Greg Norman Collection
- NPL Tennis Finals
- Puma
- TaylorMade Golf
- Youth Sports Trust
- AET
- Atlantic Global
- Bell ID
- Breathe.com
- BT
- ERMES
- GlobalPlatform
- Idynamics
- Interdigital
- NEC
- Nedap
- Swivel Secure
- TalkTalk
- TechSolve
- TTP
- Wavecom
- Weir Techna
- Yalamanchili
- Yospace
- Academy of Digital Business Leaders
- Beyond the Mask
- Jigsaw@work
- Nigel Booth
- Perhaps Coaching
- Abode Hotels
- Emirates Holidays
- Genting Casinos
- Hazlewood Castle
- Manhattan Jet Management
- Novus Leisure
- Paramount Hotels
- Principal Hotels
- Resorts World Birmingham
- Totaleating.co.uk
- Dubit
- PUMA Music