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Case study – creating flexible packaged services for Fishers Solicitors

Flexible packaged service case study

My work with Fishers Solicitors’ started thanks to a conversation about my packaged services at a networking event. If you’re at all familiar with my work, you’ll know that’s a common occurrence. I’m usually involved in the conversation in question, but this time I wasn’t. That’s the beauty of networking with people who remember what you do. One of the partners at Fishers was talking about marketing and the fact that their marketing manager often needed members of the team to write blogs. The trouble is that busy solicitors generally have more pressing demands on their time. It was proving to be a struggle. I was swiftly introduced for a chat with Chloe, who co-ordinates their marketing.

The challenge

When I spoke with Chloe it soon became clear that they needed more than blogs. Like a lot of professional service businesses, they had access to a bank of articles that they could share but they also needed content that was unique to them. The practice covers a range of different services so they have plenty to talk about. Chloe told me that she gets lots of content ideas from the different teams but that execution is an issue. They struggle with formatting and getting their message across in the right way. She wanted to create a discussion-based blog that is topical and pushes their strategy. They’re also regular contributors to a magazine where they answer a legal question each month and want to add new content to their website too.

The solution

My packaged services are built around creating a set number of blogs each month. However, they can also include other types of content too. While Chloe wants to build an effective blog to build Fishers’ reputation and position them as thought leaders there’s more to it than that. Since we started working together, I’ve written blogs, a new page for their website, a magazine Q&A and a news item that can also go out as a press release. Chloe and I speak once a month and she introduces me to other members of the team so we can have a chat. That means they can just tell me what I need to know in a few minutes, rather than trying to write content in a way that’s completely new to them.

Does your business need flexible content at a predictable cost? I can help with that. Just email me or book a chat here.

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Case study – rewriting website copy for Photography by Jess Iliffe

A baby who's completely oblivious to the importance of good website copy.
Photo credit: Photography by Jessica Iliffe

Jess Iliffe has the best job in the world (obviously I do too, but hers is still fantastic). She gets to hang out with cute babies and their parents all day and take the most beautiful pictures. I met Jess networking (no surprises there) and her passion for her business shines through in everything she does. There’s nothing quite like seeing someone’s eyes light up when they talk about their work. Jess’ enthusiasm could power a whole town. We’d known each other for a while and I’d already written a couple of Facebook posts for her when she was too busy to think. Then, one day, she said “I need to update the copy on my website.”

The challenge

When I looked at Jess’ website, there wasn’t much wrong with it. As a photographer who specialises in photographing babies from birth to one year she has a very visual business and there are loads of gorgeous photos on her site. In other words, exactly what her potential customers need to see. We wanted to let the images take centre stage but still give potential clients the information they need. This included explaining how Jess works and what the costs of her service might be. Jess had also found that people were getting confused about pricing and wanted to make the whole thing clearer.

The solution

I started off by reviewing Jess’ existing website and making some recommendations about ways we could improve the copy. Then we had a chat over lunch so I could get a clear picture of the kind of clients she works with and the overall feel she wanted her new site to create.

Then I went away and wrote new copy. This included creating a friendly call to action that will encourage people to get in touch. I also added new descriptions to her services page and updated the pricing descriptions to make the whole thing clearer.

After a busy Christmas and New Year Jess hasn’t got round to updating her site just yet, but I’ll keep you posted. If you’re expecting a baby and would love to capture some truly beautiful images of their first days, I highly recommend you give Jess’ site a visit.

Does your website need a bit of a refresh? I can help with that. Just send me a message or book a chat here.

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Case study: Just Jules jewellery

Jules from Just Jules jewellery at work in her studio.
Image by Just Jules jewellery

Freelance life has its ups and downs, but sometimes you get lucky. One of my lucky moments involved meeting the lovely Jules Baines from Just Jules jewellery. I met Jules networking (I know, this is a recurring theme for me). We became friends and I bought a lot of gifts from her (because she’s a genius who can always be relied on to come up with the perfect present). It meant that when she needed some help with her marketing and content creation, I already knew all about her brand and how she looks after her customers. Now we work together regularly and it’s always new and exciting.

What Jules needed

When we first spoke, Jules already had a flourishing website and she shared occasional blog posts alongside news and updates. She wanted to make more of the blog and start posting more regularly. Then, as we chatted, she started talking about the other website updates that were going to happen. She didn’t feel that the copy in certain areas really reflected her brand, so we talked about ways I could change it. Then, before you know it, we’d landed on the subject of product descriptions and how much new stock gets added to her website every year.

Since then, we’ve worked on blog posts, updated website copy and product descriptions. The work is always fun because Jules is incredibly creative and the brand takes in jewellery, candles, wax melts and home décor.

How we work

Since I first started writing for Jules, we’ve had a global pandemic and Just Jules jewellery has become a permanent fixture in a bricks and mortar shop. (The Lifestyle Barn at Bawdon Lodge Farm, in case you’re wondering. If you’re in or around Leicestershire I highly recommend a visit.) The website is still thriving, helping Jules to stay in touch with her customers.

We get together about once a month and work out what we’re going to do next, then I go away and do the work. This often involves Jules sending me loads of gorgeous pictures, which is a lovely thing to have in your inbox. I’m about to start work on a Christmas blog and can’t wait to see what’s coming next!

You can have your own Just Jules shopping experience at the Lifestyle Barn or visit her website.

I can create the content you need, when you need it. Let’s have a chat and you can find out how it works.

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Case study – creating new content ideas for Birkett Consulting

Case study about coming up with new blog topics.

I first met Ros Birkett via a networking group (which is pretty much how I meet everyone these days). She’s utterly lovely and a brilliant person to have a coffee and a natter with. When it comes to branding and marketing, what Ros doesn’t know frankly isn’t worth knowing. She’s the owner of Birkett Consulting, working with a range of clients to deliver adverting and marketing that gets results. In a nutshell, she knows her marketing onions, which is why it came as a bit of a surprise to get an email asking if I could help her to come up with some topics for her blog.

The challenge

When Ros got in touch, Birkett Consulting was in the midst of a website makeover. All of this was happening alongside the day-to-day work involved in running a busy agency and serving clients. There was also the small matter of getting to grips with an in-depth SEO analysis report for a client that ran to over 100 pages. Ros was faced with two main challenges. Firstly, that she was struggling to find blocks of time that would allow her to focus on website tasks. Secondly, all the topics she was reading about seemed a bit predictable. She wanted some fresh ideas that would help her to get the messaging right as we emerged from lockdown.

The solution

To start the process, Ros and I arranged a Zoom call to talk through Birkett Consulting’s marketing basics. She described her customers and the services that she wanted to focus on in the blog. Ros’ awareness of her customer base meant that I could focus on the topics that would have most impact. We also talked about bringing a bit of humour back into marketing to lighten things up after lockdown.

After our chat, I went away and came up with four possible topics using a combination of tools, including my own random marketing thoughts. I’m looking forward to seeing the results when the new website launches.

Could a fresh pair of eyes on your business help you to speak more effectively to your audience? Get in touch and let’s have a chat.

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Case study: a Christmas blog for a non-Christmassy business

A Christmas blog for a locksmith - case study
Photo by Katrien Grevendonck from Pexels

How do you market your business at Christmas when your service isn’t seasonal? A Christmas blog sounds like a great idea but what on earth do you talk about? If the problem you solve could come up at any time of year, you might find yourself struggling to make it festive.

The good news is you just need a bit of lateral thinking. You might also need a writer who doesn’t work in your business every day.

The client

The client came to me through an SEO expert they’d been working with to improve their search rankings. They’re expert locksmiths based in Scotland and serving a clear geographical area, so their SEO campaign was helping them to build their local reputation. They wanted to let local people know about their employee credentials and show why their service was better than the competition.

They were already starting to see results and then came the question of the Christmas blog.

The challenge

The great thing about being a locksmith is that people could need your services all year round. This is good for business but not so great for your Christmas marketing. Do you ignore Christmas altogether or try to include it? The client had only just started blogging and didn’t want to lose momentum. They also realised that a Christmas blog would be more likely to attract readers. The question is, how do you make it interesting and relevant to your audience?

The Christmas blog solution

Luckily for the locksmiths, they were working with me, a writer with a strong lateral thinking streak. It turns out that people lock themselves out of their houses much more often at Christmas, simply because they’re distracted or out of their normal routine. There’s also the increased risk of burglary when your house is full of presents. We talked about simple solutions and included details of what a locksmith could help with. It was helpful and sent a clear message.

So, there you have it – a Christmas blog for a non-Christmassy business. If I can help you to create one of your own, email me or book your no-obligation discovery call here.

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Case study: a content repurposing collaboration

Photo by Gabriela Palai from Pexels

One of the best things about working in a creative industry is the fact that it gives me opportunities to work as part of a team. The other one is working one to one with clients, but they’re vastly different experiences. A collaboration for me often comes about when one of my website designing friends creates a new website (or redesigns an old one) for one of their clients. They don’t do the wordy bits so if the client doesn’t already have someone in mind, they send them in my direction. I love it because I know there’s already a clear vision for the site so I can jump straight in. It’s brilliant when another creative brain has already got things started because it sparks so many ideas in me.

All of which brings me to another kind of project. When I first ventured out of the (frankly boring) world of corporate networking and into drinking coffee with creatives I hadn’t considered working with people who make films for businesses. I kind of assumed that they’d already have people who are good at that sort of thing. What I didn’t expect was a collaboration that took video and turned it into something else.

The project

If you’ve been in business for any length of time, you’re probably already familiar with local initiatives that encourage business growth. I’ve seen everything from funding schemes to education projects. Beyond the obvious benefits to local businesses and regional growth, projects like this have one other massive advantage. It gives the people offering the scheme the opportunity to shout about how great they are. A Leicestershire based agency had been offering grants and loans to local businesses. The funding enabled them to secure premises or buy new equipment that allowed them to grow. There were lots of positive stories. Clearly, everyone involved wanted to get the word out.

The marketing

The marketing plan had several different strands, taking in both online and offline marketing. A video agency had already interviewed businesses who’d benefitted from funding and creating short films to share online. They just needed to turn the stories into a form that would also work in print. That’s where I came in. I took the transcriptions of the interviews and turned them into good news stories that could be shared online, via social media and even in printed mail outs to other local businesses.

The whole initiative was so successful that it’s happening again. I’m keeping my fingers crossed that I get to put together another collaboration and share some of the stories again this time round!

If I can help you to share your story in a new way, book your call here and let’s have a chat.

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Case study – Graeme and Charlotte’s blog

Blog case study - holiday park

If you’ve ever wondered what writing a blog can do for your business, here’s a great example.

The Challenge

Graeme and Charlotte run a holiday park in a gorgeous location (I wish I could tell you where, but I’m not allowed). This wasn’t somewhere you could just book for a week like you can with some of the bigger chains. This was a family business where everyone who visited owned their own caravan and came for weekends as well as for longer holidays. The owners might lend their vans out to friends and family but it was mostly just for them. The business was ticking over but there was no growth, so they got some help with their marketing to try and change things.

Their blog had got a bit samey. There was lots of news about what was happening on the site but they really wanted to talk about the area, to show people what was special about their location and encourage them to visit. I came up with some new ideas and started writing their blog for them.

The results

Over the next 9 months they increased their enquiries by 150% and got more revenue from their existing customers.

Why did it work so well? Because we love a good story. When they read the blog, new customers could picture themselves in their own bolthole, looking out over some incredible views. Current owners felt looked after because we included things that would help them to enjoy their time there. Some paid to upgrade their accommodation. They even started spending more time in the bar or at the shop because they felt like part of a community.

Could writing a business blog do that for you? Get in touch and let’s find out. I write the words that speak your customers’ language.

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Case study – We Are Bostin’s lockdown adaptation

We Are Bostin lockdown case study

We’ve all heard about businesses pivoting during the pandemic. Here’s one that did it in style. Lake Contracts provide high quality shop fitting services so when lockdown came their business went quiet. After all, who’s going to pay for shop fitting when all the pubs and most of the shops are shut?

They adapted with style, setting up a new business using their existing skills. We Are Bostin was created to provide new windows, doors and shop fronts to both residential and commercial customers. I don’t know about you, but our time at home has left me with a long list of home improvements. A new front door and some brand new windows are definitely on there somewhere!

The Challenge

Their web designer set to work and recommended that they add a blog to show their expertise. I’d got to know Andreea Lake, one of the management team, thanks to my networking habit and she got in touch. There was one big challenge – we only had three days to act before the web developer went on holiday for a month. Thankfully Andreea had loads of great ideas for the kind of posts they needed and their branding and customer knowledge was strong.

All of this meant that I was able to get to work quickly, turning the finished post around in just over 24 hours. (That’s officially a record for me – I’m pretty quick but it usually takes a smidgen longer than that.)

The result? One happy client with a gorgeous new blog. All that remains is to find out how many hits they get now the site is live. If you’d like to read the first two blogs and find out more about We Are Bostin’s services, here’s the link.

If you need high quality content on a schedule that works for you, or that helps you adapt now lockdown is starting to ease, get in touch. I write the words that speak your customers’ language.