How to write good copy that’s accessible and why it matters

Here’s my guide to writing good copy that’s accessible and why it matters:

Writing copy that’s easy to read and accessible is something I really care about. And it’s not just because I have a passion for great writing. It’s because it really matters.

Have you ever been to a museum or art gallery and found that the copy introducing the exhibition is complete gobbledygook? Me too! It’s full of long sentences, long paragraphs, really clunky jargon-filled words. It’s written for the high-brow, not the general public, even though art galleries and museums are meant to be for public interest. It’s something that really grates on me.

Words are Powerful - Freelance Copywriter London - Lost for WordsI’m dyslexic, but I’m a copywriter and editor and I work with words all day, every day, so you could say I have an above average understanding of the English language. Yet, even I often struggle to understand this type of copywriting. So I’ve decided to create a video to explain why I care about all kinds of writing being accessible and how you can make sure yours is.

It doesn’t matter if you’re a small business or big business, serving the public or niche markets, or using a formal or informal tone-of-voice, your copy can always be accessible, easy to read AND intelligent. It’s easy to do. Just be conscious of the words you use, the length of your sentences, your paragraphs and how many ideas you clump into sentences. I could go on. Instead, watch the video and tell me what you think!

Watch the video on YouTube. 

It’s my first ever video blog so I would love to know your thoughts. Hey, and any filmmakers out there, constructive criticism is welcome 😉 Let me know in the comments below, say hello on Twitter or drop me an email!

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Nici Copywriter

Nici West Freelance Copywriter LondonI’m a freelance copywriter and editor based in London. I love writing about writing, start-ups, networking, literature and running.

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I love helping people improve their website, marketing materials & social media to reach their ideal readers. Contact me to find out how.

Project planning for creative people.

Creative people listen up. I’m a creative person. I love chaos, nonlinear structure, unsymmetrical patterns. It’s a great trait to have when dreaming up project and content ideas but I know I need a structure to deliver the project. Over my working years, I’ve learnt a few techniques that help my embrace my creativity. There are some things I’d love to share with you, you rare creative people.

Project planning for creative peopleCreativity is a useful trait to have. Especially if you’re in an industry where you need to generate attention grabbing content. I’ve worked with colleagues who don’t get my scattiness(!) and nonlinear thinking, especially if they’re not creative people themselves. But it’s a trait that’s been vital for me in idea generating roles. I’ve learnt to embrace my creativity, use it to my advantage and then organise it. My tip: think big then plan small. Dream ahead, then plan ahead.

I wanted to share with you the techniques I’ve learnt to tame my tangled mind. So, here are my tips on:

Project planning for creative people:

Embrace the chaos

Embrace the Chaos Project Planning for Creative PeopleTo use a fitting cliché – when I’m inspired by an idea more seem to follow – like buses – haha. If I don’t write down everything I’m thinking I find I’m interrupted by thoughts while doing other tasks. So I brain dump – yes, I let my brain relieve itself and dump out everything thing it’s holding in.

I set an alarm for fifteen minutes and scribble everything down that I need to do to make it happen. I use post-it notes, scrap bits of paper, note apps and sometimes I use mind mapping software like Simple Mind.

Arrange the chaos

Arrange the Chaos Project Planning for Creative PeopleThen I organise the chaos. First I type my list into a spreadsheet or to-do list apps such as Wunderlist or Trello. Then I group each item into related categories. For example, what’s planning tasks, what I actually need to write, what I need to research? This helps me understand the different stages of the project. I don’t feel overwhelmed by wanting to do everything at once.

You can colour coordinate or create a separate sheet for each category. If you’re a visual thinker Simple Minds is great for creating colour coded cloud maps.

Order the chaos

Order the Chaos - Project planning for creative peopleWhen I have everything on paper and understand the tasks involved to make it happen, I prioritize. I create a timeline on paper first and then I move it into my google calendar when I’m happy with. My timeline gives me what I need to create my A, B and C priority apps. My A list is what I need to do immediately, so that day or the next few days. My B list is things I need to make happen in the next week or so. My C list is things I know I need to do over the next few weeks but it’s not so urgent that it needs to happen now. I also have a D list but this will stay in my arranged chaos groups for when I’m at that later stage of the project.

Because I’m a creative thinking my A list is ever-moving and written on scrap paper or an old book mark – anything to hand when things come into my mind. Once or twice a day I write it up again. I move items to my B or C list, and I make sure that my A list is as neat and chaos free as possible. My A list is what makes me a mover and shaker.

How do you plan your projects if you’re creative? Do you use mind map and to list apps like me? Let me know in the comments below and let’s create a list of best practice tips for creative people!

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Lost for Words Copywriting Newsletter Freelance Copywriter LondonI write about productivity, writing and start-ups. I love sharing particle tips and how-tos with you. Click here to sign up to my newsletter to make sure you don’t miss out on the useful tools to help you improve your business.

Nici Copywriter

Nici West Freelance Copywriter LondonI’m a freelance copywriter and editor based in London. I love writing about writing, start-ups, networking, literature and running.
Let’s work together
I can help improve your website, marketing materials and social media voice. Contact me to find out how.

Short story featured on a podcast

I have a short story featured on a brand new podcast!

As some of you may already know that I’m not just a copywriter. I also write short stories. Sometimes those stories get published. And sometimes those stories get featured on brand new awesome podcasts showcasing music and literature in a kind of industrial, epic mash of curious noise and stories. Such as now, with the Hillside Avenue podcast.

Listen to the awesome podcast right now:

What is Hillside Avenue Podcast?

Hillside Avenue PodcastMixcast is the first episode of the podcast, The Hillside Curation, that stews music and stories together to make 45 minutes of eerie noise and odd stories loosely themed around home and families.

The first episode features:

– ‘Pacing’ by Nicola West (ME!), first featured in Bad Language Anthology 2 ‘Scattered Reds’
– ‘My Evil Twin’ by Alison Wassel, first published in Firewords Quarterly, Issue 2
– ‘Steve’ by Michael Conley, from his excellent poetry collection More Weight (Eyewear Publishing)
– Music from the likes of Radiohead, Plaid, Oneohtrix Point Never, and the fabulous Buck 65.

The Hillside Curation is devised and performed by the Hartley brothers, Rickerly and David Hartley.Would you like to see more of this? Let the Hartley brothers know!

Have a listen and tell me what you think in the comments section or email me. 

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Nici West Freelance Copywriter LondonI write about productivity, great writing and start-ups. I love sharing practical tips and tools with you. Click here to sign up for my newsletter

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I’m a freelance copywriter and editor based in London. I make all kinds of word-related projects because I LOVE WORDS. Sign up for my newsletter

Start-up Stories 2. Judith Peterhoff Jewellery

Start-up Stories is a blog series following the lives of inspiration self-starters who are running their own business or project. 

Judith Peterhoff Jewellery Logo

Judith Peterhoff JewelleryWho are you? Judith Peterhoff – Jewellery Designer-Maker.

What’s your business?  Judith Peterhoff Jewellery

Tell us about Judith Peterhoff Jewellery

I create bespoke handmade jewellery. I have been working in the jewellery trade for 7 years, after graduating with a BA in Jewellery Design in the Netherlands. I have learned a lot from working in Hatton Garden and the trade, but in January 2017 I have decided to launch my own brand. I have my own ready-to-wear jewellery collections of classic jewellery pieces with a dash of colour. I also create bespoke pieces hand-in-hand with the customer. I make inspirational one of a kind jewellery. 

Bespoke family pendantMy long-term aim is to have my own shop. I’d love to have a jewellery shop in London where I can sell and exhibit my own work, as well as the work of others. It would include a workshop space where I can run workshops to make bespoke jewellery, for example for couples to make their own wedding bands. That’s my five-year plan, for the short term I’d love to work on broadening my customers and see my work published in printing and online with big magazines.

So, Judith, what happens behind the scenes?

Judith PeterhoffOh, behind the scenes? Should I really tell you my secrets? Of course! I usually have a ‘To Do List’ that I work through to keep me on track. I try to reassess the to do list on a weekly basis. I build my audience through social media, such as Facebook, Instagram and Twitter. I’ve dabbled a little bit in Pinterest as well, but I’m not sure if that’s been very successful yet. I go to networking events and free workshops. I recommend General Assembly, as they offer good workshops and I met a few interesting people.
In the jewellery business, word of mouth is very important and probably the best way to get new customers. It’s easy and hard at the same time since jewellery is usually needed for a big occasion, like a wedding, birthday or the birth of a new child. So, I just really need to get all my friends to get married now… I’m working on it!

What’s your story?

Judith Peterhoff JewelleryI’ve always made jewellery. When I was a little girl I made necklaces, bracelets and earrings from beads and knotted friendship bracelets. When I found out that I can actually make this passion my job, I just went for it. In the Netherlands you learn a very contemporary style of jewellery-making, every piece tells a story and is inspired by something personal. I often take my inspiration from my friends and family; my mother’s maiden name has inspired me to make some of my recent pieces. When I worked in Hatton Garden I realised I want to make one of a kind jewellery that is bespoke and unique to each customer. That’s when I launched Judith Peterhoff Jewellery.

Any advice for keen start-ups out there?

Owl Alternative Engagement RingSince I’ve always worked in the jewellery industry I had a good understanding of a lot of different areas of the trade. But starting my own business I quickly realised that I need to know EVERYTHING and become an expert at it. At least, that’s what I thought I needed to do. I thought that on top of being a designer and a maker, I needed to be great at photography, writing, marketing, SEO, etc. It was very overwhelming, I didn’t know where to start!

I got some great advice: It’s ok not to do it all by yourself. There’s no shame in asking for help. Of course, it bruised my ego a bit, that’s the dream, isn’t it? 100% self-made. But, who truly is? Everyone get’s a little help every now and then. And if this will bring your business further and quicker. DO IT!

The key is also planning and goal setting. Write down what you want to achieve and when, then write down how you can achieve this and if you can do it yourself, or if you need to ask someone for help. Then take action and just do it.

Where can we find you? 

Judith Peterhoff Jewellery LogoIf you love the sound of me creating unique jewellery for you or have any other questions, email me at

For my ready-to-wear collections, my most recent bespoke jewellery and my blog visit:

And for behind the scenes pics and what I’m up to in the jewellery world, follow me on social media:

Facebook: @JudithPeterhoffJewellery

Instagram: @JudithPeterhoffJewellery

Twitter: @JudithPeterhoff


Need help with your writing?Start-up Stories is a blog series following the lives of inspiration self-starters who are running their own business or project. Its aim is to offer advice, motivation and inspirational stories to start-ups, small businesses or those thinking about starting their journey. What’s your story? Contact me if you’d like to be involved. 

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Networking for Introverts – Part Two


Networking for Introverts Part TwoNetworking can be intimidating, especially if you’re an introvert like me. Whether you love meeting new people or not, if you don’t prepare it can drain your energy and leave you lacklustre. But if you make it through the doors of that networking event, you have achieved, whether you feel like it or not.

Last week I shared my top five tips on networking for introverts. They are only a few of the techniques I’ve picked up over the past few months that have helped me continue to get out there. The blog topic proved popular, so I’ve decided to give you a part two!

In case you didn’t catch it, here’s part one of networking for introverts. And so, back by popular demand, here are five more of my top tips:

Networking for introverts

6. Use coffee as an excuse

Networking for introverts freelance copywriterEveryone needs tea or coffee and it’s a great excuse to start a conversation. ‘Did you want one too?’ ‘I see you’re a herbal tea person’ ‘There’s a good array or pastries here’. Banal, everyday sentences I know but they always work for me as an ice breaker. It doesn’t matter what your first words are to someone, break open that dialogue.

7. Ask for an introduction

If there’s someone you want to meet but you’re too shy to approach them, ask someone else to introduce you. Most networking events have a host or a team of people who are they to help you make connections. There’s no harm in asking – that’s what they’re there for!

8. Listen

Networking for Introverts - Freelance copywriterToo nervous to speak? Then just listen. And be an active listener. Don’t start thinking of the next question to ask or something interesting you can say. Get to know the person you’re speaking to, why they’re there, what motivates them, what their ambitions are. Remember details that can be a great second ice breaker after the event.

9. Give yourself time to recover

Networking is exhausting and you deserve some time off! In part one I gave you the tip to prepare and rest up the night before. We’ll, now I’m advising you to give yourself recovery time. Behave as though you’ve been to a big wedding or festival and give yourself time to off after the event. Put your feet up, make a cup of tea and let your brain switch off for a while.

10. Say hello again from your business

Networking for Introverts - Copywriter and EditorFollow up two times after the event and be sure to make those connections. Remember who you spoke to and what you spoke about and ask people how their business is going. I’ve made a lot of connections after the event, even though we only had a passing conversation at first. Make sure you say hello from your social media business accounts. You can remind them of the services you offer without out-right selling yourself.

No matter how shy you consider yourself to be, there’s always something to gain from networking. A vital part of running your own business is having a steady flow or new colleagues and contacts. So whether you connect with people during or after the event, get networking!

How do you get through networking events? Let me know your survival tips in the comments below.

Read Networking for Introverts Part One.

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Lost for Words Copywriting Newsletter Freelance Copywriter LondonI write about productivity, writing and start-ups. I love sharing particle tips and how-tos with you. Click here to sign up to my newsletter to make sure you don’t miss out on the useful tools to help you improve your business.

Nici Copywriter

Nici West Freelance Copywriter LondonI’m a freelance copywriter and editor based in London. I love writing about writing, start-ups, networking, literature and running.
Let’s work together
I can help improve your website, marketing materials and social media voice. Contact me to find out how.

Networking for introverts – Part One

Networking for introverts

I’m shy. Don’t look at me.

I’m shy but I love talking and I love meeting new people. I’ve been thinking about networking for introverts. Recently, I started my own copywriting and editing business. Self-promotion is a vital part of this. So, like a good start-up student, I’ve been going to as Nici West Freelance Copywriting Londonmany networking events and workshops I can find.

I know I’m not alone when I say I find it stressful to meet new people. I’m a social being but I’m also an introvert and it takes a lot of energy to get out and socialise. If you’re anything like me, you’ll need to develop a networking coping mechanism. I’ve found myself using certain systems and techniques to help me network as an introvert, and knowing that I’m not alone, I wanted to share these with you.

Tops tips to networking for introverts:

1. Be kind to yourself

Prepare yourself and rest-up the night before an event. Imagine you’re going to a wedding or a big festival the next day. Eat something healthy, get enough sleep, turn your phone off, watch a film in your pyjamas. Save and build your energy.

2. Smile

Guide to networking for introvertsFrom the moment you get in that room, smile, even if you’re too shy to catch people’s eyes. Smile and say good morning to anyone near by, when you select a seat or make your coffee. It’s hard to start conversations. But if you look approachable, it will surprise you how many people talk to you.

3. Set a target

Go to the event with a clear target in mind. Goal setting makes you feel good and creates a feeling of achievement. It breaks that huge mission into bite-size tasks. Targets are great to reflect on after the event, even if you leave feeling drained and self-critical. Make your target small and achievable: talk to 3 people, smile at 5 people, swap 1 business card. Whatever you decide, make sure it’s something you find challenging but not intimidating.

4. Share your shyness 

Networking for introverts top tips.pngWe’re all shy and insecure in many ways, whether introverted or extroverted. I can’t count the number of times I’ve shared how nervous I am with someone and they’ve said they felt the same. Share and unite – we all feel the same.

5. Make friends after

Some of the best conversations I have with people come after the networking event. I send everyone I met a Tweet or a quick email. That’s where the real connections start. Be sure to follow up the same day or day after the event. Any later than that and people start to forget you. No matter if you look like Chris Pratt or Jennifer Lawrence 😉

So there you have it, my ultimate guide to networking for the introvert. Don’t let shyness hold you back, play to your strengths and be fair with your energy. Now, I challenge you to sign up to one networking event that scares you. Be brave!


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Lost for Words Copywriting Newsletter Freelance Copywriter LondonI write about productivity, writing and start-ups. I love sharing particle tips and how-tos with you. Click here to sign up to my newsletter to make sure you don’t miss out on the useful tools to help you improve your business.

Nici Copywriter

Nici West Freelance Copywriter LondonI’m a freelance copywriter and editor based in London. I love writing about writing, start-ups, networking, literature and running.
Let’s work together
I can help improve your website, marketing materials and social media voice. Contact me to find out how.

5 Business Podcasts for Start-Ups

If you’re starting a business or looking to grow your small business, podcasts can be a great way to research. Business podcasts for start-ups are an amazing tool for the busy entrepreneur because you can listen to them on the go, during a tea break or while you catch up on admin.

I started my full-time freelance journey two months ago and have found myself guzzling as many business podcasts as I can. They’re great for top tips, to refresh your knowledge and to learn from the journeys of already successful entrepreneurs. I’ve compiled a list of my favourite business podcasts below especially for you.

5 business podcasts for start-ups:

Soulful PR
Soulful PR Podcast business podcast About: Insider tips and strategies to help you get PR for your business. Hosted by journalist award winning Guardian journalist, Janet Murray, with some highly successful and inspirational guests, and brimful of practical tips.
Best Episode: How to build relationships with influencers
Average length: 30 minutes

Stage One Startup
Stage One Startup business podcastAbout: A weekly interview with some of the most influential and innovative entrepreneurs around the globe. Full of handy tools and advice to help start-up’s implement their business plan.
Best Episode: The essential guide to mastering your side-hustle with Danny Buck
Average length: 50 minutes

Startups For The Rest of Us
Startups for the rest of us business podcastAbout: Help for developers, designers and entrepreneurs to be awesome at launching software products. Conversational style with some useful hands-on tips.
Best Episode: Harnessing the power of your marketing data
Average length: 30 minutes

Freelance Lifestyle
The Freelancer Lifestyle freelancer podcastAbout: A bite-size podcast about freelancing and working from home. I love listening to these super quick podcasts when I’m taking a tea-beak or need to step away from my computer for a moment. Lots of useful tips about freelancing in general.
Best Episode: What drives you as a freelancer? A 5-part podcast series
Average length: Only 3 minutes!

Copyblogger FM
Copyblogger FM business podcastAbout: A short-form broadcast hosted by a cast of rotating experts who analyse the week in content marketing, copywriting, email marketing, conversion optimization, mindset, and more.
Best Episode: Getting over the fear of selling
Average length: 20 minutes.

Dig in, turn up and tune into some amazing advice. There you have it, my top 5 business podcasts for start-ups that I’ve discovered over the past few months. Why not listen to one episode of each and figure out which fits podcast your needs best? What’s your favourite? Do you know of any other business podcasts? Tell me in the comments below. Good luck growing your business!

Let’s work together

I can help improve your website, marketing materials and social media voice. Contact me to find out how.

Start-up Stories 1. Paperchain Podcast

Start-up Stories is a blog series following the lives of inspiration self-starters who are running their own business or project. 

Daniel Carpenter Paperchain Podcast performance

Who are you? Daniel Carpenter – Podcast Producer. 

What’s your business?  The Paperchain PodcastSeries two starts on 23rd August 2017!

Tell us about Paperchain Podcast

I started The Paperchain Podcast about eighteen months ago. It’s a podcast in which I interview authors, poets, songwriters, and playwrights about their work. The focus of the conversations is usually about inspiration: where do their ideas come from? Each guest also performs a brand new piece of work they’ve written for the podcast based on a prompt set by the previous episode’s guest.

If I’m honest, the podcast is for me. Or rather for people who, like me, love discovering new writers and listening to brand new work. Really, it was a surprise that the podcast became so popular and that people tune in each month to listen.

Daniel Carpenter Paperchain PodcastI’ve been lucky enough on this second series to be able to partner with STORGY magazine. Also, I’m working alongside some brilliant small publishers, such as Dead Ink, to source emerging authors for the show. I hope in the long term this can continue, and that as the show develops and garners a larger audience, I can find other avenues of funding and sponsorship.

So, Dan, what happens behind the scenes?

It depends on the time of year. Storgy.comEarly in the series, I look for artists who might like to appear on the show and organise recording dates. Each episode is a follow-on from the previous one, so I have to know which order the episodes will air in before I go into recording. I don’t have a studio. The recorder I have is good enough that I can meet artists in a variety of places and still get a great sound. I interviewed a songwriter next to the Thames and it was one of the best sounding episodes. Once the first few episodes launch, I can relax into the promotion. I mainly promote the show through Twitter. Although, I also use Twitter to chat and talk about literature and art in general, which I think helps build my audience.

Dan CarpenterThis year, my marketing strategy has been to reach out to literature blogs and online magazines to pitch features about podcasting. It was through this that I found STORGY, who replied to my pitch enthusiastically. They asked me to not only write a feature for them but also to partner with them on the podcast. That came as a bit of a surprise, though I was hoping to find someone like them to work alongside. It’s been great so far! It’s already producing great results, even though its only been a few weeks.

What’s your story?

I started listening to podcasts about five or so years ago. I fell in love with the idea of producing something for everyone to have free access to. My background is in live literature production, but not audio production, so I spent a while considering whether I really wanted to try this. I was a bit concerned that the sheer number of shows out there would dwarf whatever I was doing. But in the end, I came up with a concept that I loved and ran with it. I bought some basic recording equipment and taught myself how to edit audio using Garageband. Then I roped a friend of mine, poet Dominic Stevenson, to talk about poetry and perform a new poem – that became the first episode!

Any advice for keen start-ups out there?

Go for it! I wish someone had told me that the moment I had the idea for the podcast. If an idea comes to you and you can’t stop mulling it over, go for it! Why not try it out and see how it goes? That’s the best advice I can give.

Where can we find you? 

Paperchain PodcastVisit my website and listen to the podcast at You can listen to the podcast on Youtube and through the usual podcast services. Follow me on Twitter: @paperchainpod.

Need help with your writing?Start-up Stories is a blog series following the lives of inspiration self-starters who are running their own business or project. Its aim is to offer advice, motivation and inspirational stories to start-ups, small businesses or those thinking about starting their journey. What’s your story? Contact me if you’d like to be involved. 

What is the bl**p is copywriting and why do I need it?

What is a copywriter?Questions I get asked all the time, especially by well-meaning family members, include: ‘What’s copywriting? Is it different from just writing? Does it mean you copy stuff? I could do that!’

Surprisingly, copywriting doesn’t involve copying things. Oh, the joys of the English language and our misleading phrases. A copywriter is someone who writes copy, particularly for advertisement or publicity releases. Copywriting is any words you see outside of a novel, book or article; whether it’s on websites, brochures, leaflets, posters, adverts, blogs, social media content and press releases.

Most people know the importance of having an online presence as a business. But you may not have analysed what you need to create that great website.  You want it to look and sound professional, but how you do that? By having clear and impactful words alongside great images.

Writing vs Photos – This means war!

What is copywriting and why do I need it?When it comes to photography, we all seem to know what we’re doing. We may not be able to take a great photo, but most people can tell the difference between an amateur or professional photography. You can tell when a photo’s blurry or badly framed. Although you might not be able to analyse why one photo is better than the other you will still know which one looks best.

Writing is different. Words are much more subjective, and when used well they become invisible. Good writing is often the last thing on people’s minds when trying to promote their business or project, and most cannot see the difference between good and bad writing.

What is good copywriting?

Good copywritingGood copywriting, like good photography, should be immediate and emotive. Yes, even writing that is selling a product or service. It should inform the reader, make them trust you and want to keep talking to you. Imagine meeting someone new at a party.  You want to make a good impression. You might share information that you think they’ll find interesting. You might shape your language to find a common interest or show your identity.

Here are a few pointers to think about when creating good copywriting for your website:

  • Why are they there? Your website isn’t a suspense story, share vital information at the top of the page.
  • The tone of voice: Do you want to appear formal or informal? Friendly and talkative or an expert in your field? Think about your audience and the impression you want to make.
  • Your personality: Do you want to appear as an individual or a group? You may want your website to be more personal, as though you’re talking directly to your reader, perhaps with humour or slang you would use in real life. Or do you want to appear as a business speaking in the third person and using industry jargon?
  • Readability: Do you know the average age and language level of your audience? The length of sentence, word length, the number of syllables and paragraph length, can affect how easy your website is to read.

Why do I need copywriting?

good copywritingFirst impressions matter. Think about meeting someone for the first time. You want them to feel happy to have met you and wanting to talk to you again – or if you’re anything like me you will. The words you use to communicate are important to how your customer or audience will feel about you and remember you. Through our choice of language, we reveal our knowledge, upbringing, prejudices, intentions, aggressions, world view – I could go on.

A carefully crafted introductory paragraph for your website can affect how your readers respond to you. Whether you’re running a business, at the beginning of your start-up journey or managing a project, think carefully about the words you use to represent your identity. The right words can have a powerful effect.

Looking for help with your writing?

Need help with your writing?If you want help with writing for your website or marketing materials, here I am! Contact me for a copywriting quote.

Say hello on Twitter and tell me what you think of my blog: @NiciCopywriter

Website copywriting for a jewellery designer

Judith Peterhoff Jewellery Logo

BoulBoulle Stacking BanglesI recently completed a copywriting project for a new business: Judith Peterhoff Jewellery. Judith asked me to produce SEO website copywriting and product descriptions. Her website is aimed at the luxury handmade jewellery market and showcases her new collections and bespoke services.

The SEO website copywriting brief

Ready to wear jewelleryI met with Judith in London to discuss her copywriting needs. She asked for copywriting for each page of the website, including Home, About Me and Bespoke Services. She also wanted me to edit the product description of each jewellery item. Each page needed to be optimised with jewellery-related key words to improve her search engine ratings (SEO copywriting).

Judith wanted the writing to have a personal, conversational and direct style. She wanted the colour and personality of her pieces to shine through in the tone of her website. I asked Judith questions about her customers, aims, USP and desired writing style. We established that her customers tend to be women in their late 20’s – 40’s with a love of unique statement jewellery. Men of the same age purchase her items as special gifts.

The website copywriting process

I wrote the pages in a first-person, conversational tone, using ‘me’ and ‘I’ instead of the company name. I referred to the customers as ‘you’ rather than ‘the customer’ to create a direct and informal style. The copy not only showcases the details of her jewellery, such as the materials and gems but also what inspires her pieces. We were keen to include personal details to show how unique her items are.

Bespoke family pendantHer BoulBoulle collection, for example, which features delicate beads of precious metals, is inspired by her mothers maiden name which means ‘big ball small balls’. These sorts of detail give the website a conversational tone-of-voice and highlight what is different about Judith’s pieces. One of my favourite pieces is her bespoke handmade family pendant which she made for the arrival of a baby. It’s made with twists of delicate wire in three different tones to represent each family member – a sweet and subtle way to personalise an item.

The copywriting for her bespoke services landing page detailed her USP: step-by-step updates to the customer, including photos and videos of the jewellery making process. She wanted to showcase her ability to meet any commission. So, we also produce a blog post detailing how she personalised bespoke pieces and the customer’s story behind them.

Owl Alternative Engagement RingI worked jewellery related keywords into each page and product description to ensure prime search engine optimisation. The keywords were chosen based on trendy jewellery items, such as ‘stacking bangles’ and ‘charm bracelets’ and popular materials such as ‘rose gold’ and ‘black zirconia’.

I sent the website copywriting to Judith in Word.doc files. We made a few tweaks based on Judith’s preferences. Once Judith was happy with the details, tone-of-voice and key words, she uploaded the text to her WordPress site. I checked the website pages to ensure keywords and hyperlinks were in the prime positions.

Browse Judith’s colourful jewellery collections and read the copy. You might even enjoy this blog about an owl-inspired bespoke alternative engagement ring.

Judith Peterhoff Jewellery

Judith Peterhoff JewelleryJudith Peterhoff is a one-woman jewellery designer-maker based in North London. She hand-makes ready-to-wear and bespoke jewellery items, including rings, bracelets, necklaces and earrings. Her designs are colourful and elegant made with precious metals and gems.

Let’s work together

If you’re a start-up business or looking to refresh your website I can help. Contact me for a website copywriting quote or drop me an email. 

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