Katie standing on steps, leaning against a wall, while talking on the phone

The Copywriting process

What will I write for you?

I write a combination of copy (pieces to get people to respond directly like web pages, job descriptions, emails) and content (informational pieces like case studies, social posts, blogs). Head to my services page for more details.

Is there anything I don’t write?

Employee paperwork like company handbooks, policies, contracts, letters. If you want help adjusting the tone of these to fit with your company culture though, feel free to book a Rephrase session and we’ll work it through together.

How does the writing process work?

Copywriting is a collaborative process, so you need to be involved. We start with a call where you’ll tell me about your business and what’s important to you. Then we agree a brief and you get chance to comment and provide feedback on two drafts, before you get your final version.

Will your copy have your tone of voice?

Using the right words to sound like you is essential if you want clients to trust you, so I spend a lot of time focusing on nailing your tone of voice. Through calls, emails and feedback, we’ll find the right phrases to make sure “written you” matches “real life you”.

How long does the process take?

It’s a rubbish answer but “it depends”. Bigger projects take more time. That said, we’ll agree any deadlines when you book a project. You get 7 calendar days to give me comments/feedback after both your first and second drafts though, so most pieces take a couple of weeks.

What happens if you don’t provide feedback?

If you don’t provide comments within the agreed feedback period (normally 7 days), I’ll take it you’re thrilled with what I’ve written and move on to my next client. You can obviously come back to me weeks/months later, just know, if you do, there’s a good chance, new charges will apply.

What platforms do I write copy for?

I mainly focus on web copy, bios/profiles and LinkedIn, although all my drafts are written in Word, so you can copy and paste as needed into your chosen platform.

What makes copywriting different from what you can write?

Copywriting isn’t about being factual, it’s about compelling people to action and convincing clients to buy from you. Often, HR consultants much prefer writing an accurate policy or great slide deck, than an amazing profile that speaks to your clients.

Can I teach you how to write copy?

Yes. I offer group programmes focused on copywriting for HR consultants. You can find these in the course catalogue. I also offer 1:1 coaching  to help you define your tone of voice, create a clear content strategy, or improve your copy live as we go.

What happens if you want to update your content?

Go for it. If I write content for you now and you want to update it months or years later, go ahead. If you’d like me to do this for you, or help you to do it yourself, that will normally be a new project with new timescales and a new invoice.

Do you own what I write?

Yes. Once you receive the final draft of a piece, any copyright transfers to you and it’s yours to do with as you like.

How I work and who I work with

Do you only work with HR consultants?

No. Most of my clients are independent consultants in some element of HR (generalist, EDI expert, Training, Recruitment etc.), but I also work with businesses targeting their products and services at HR Directors (and their budgets).

When do I pay you?

Most client projects are charged 100% in advance. If there’s a delay between agreeing a project and starting it, payments will typically be split between a non-refundable deposit (minimum 50% of the project cost) and a balance payment just before the writing starts.

How do I know you’re an HR expert?

Ask me what TUPE means in layman’s terms! In all seriousness though, I’ve been an HR practitioner for nearly 20 years and have done various generalist, specialist and freelance HR roles in that time so it’s a profession I understand well.

Do you work with any of my competitors?

Possibly, but that’s because I work with a lot of HR consultants and it depends how broadly you consider the word “competitor”. If you have a concern about a particular business(es), please let me know in case there’s a conflict of interest.

Is it you or a team of people?

A lot of the time, it’s me doing the writing, but I do occasionally outsource to other copywriters. When this happens, I’ll only ever outsource to people who I can trust to deliver the same high quality of content and customer service to my clients as I do.

All things technical - SEO, Google Rankings, AI etc.

How do keywords work?

Keywords and key phrases help you get found on Google*, but it isn’t just about shoving a bunch of the same words up on your website over and over (search engines are smarter than that) so focus first on providing great content and insight. Keywords can come later.

*other search engines are available

Will it help me rank on Google?

I’ll always write with search engine optimisation (SEO) in mind, but I’m never going to promise you’ll be on the front page of a Google search. If you want help with SEO, I know some great people, but my focus is on getting your content right first. Get known for being an expert, then get known by more people.

How often should I update my website copy?

You should be adding blogs and reviewing existing articles on your website regularly to keep the information current. You should also review your core messages at least once every six months (preferably more) to make sure they still reflect you and your business.

How do you know I haven’t used AI to write your content?

I’ll be honest - I do sometimes use AI to help prompt ideas or provide an initial structure. After all, it’s a growing tool and I’d be a fool not to explore it. But, as yet, AI can’t nail your tone of voice, or draw on human emotion like I can, so…

Get in touch

Already got a writing project to discuss?

Great, just find a time that works for you in my diary and we’ll have a virtual catch up.