Just Custard Copy Website Writer & Brand Voice Strategist Portfolio
See my client’s words at work
All of these projects and clients were an absolute dream to work on, and the results speak for themselves…
Have a flick through to see where we started, and where we are nowPERFECTLY BREWED™ BRAND VOICE BLEND
“You’ve pulled out some absolute gems from my ramblings!”
Rebecca | The Peak Edit (Home organiser & declutterer)BriefOrganise Rebecca’s ramblings into magnetising messaging
When Rebecca came to me to ask about brand voice, we’d already done a strategy hour together, and I knew this lady had something A-MAZ-ING to offer.
One of the hardest-working small business owners I’d ever met, the amount of content wasn’t an issue, t’was more the perfectionism stopping Rebecca from posting. Some of her cases are really sensitive, and she knew she needed to show off what she does, but didn’t want to post anything that wouldn’t do her client’s justice.
This is where I came in.
We got into the nitty-gritty of who Rebecca is and why she does what she does. Teasing out the memories and stories that led to her starting her business in the first place. What she values the most as a person and as an expert in her area.
Before long, we’d brewed a brand voice blend that was so distinct from anyone else in her industry. And with a spick and span SEO strategy and tidy website to follow, Rebecca was set.
What we did
"I've seen other experts offer branding, but no one gets udner the skin of the business like you do"“I’m so glad I went for the full brand voice package because it really has changed things for me! I feel clear on my brand voice and know that no one else in my industry has the same theme. Excited! Thank you x”The results…
If anyone needs a home organiser or declutterer in the Peak District, you better believe Rebecca is on page 1. I have receipts…
Page 1 for local searchNo longer relying on home organiser communities, Rebecca gets to work more on private jobs. The ones that make her heart sing.
Fully bookedShe has everything she needs to remain consistent and true to her brand with all the work we did together.
Ditched distraction for direction
Lines I love from Rebecca's website
Clutter has a habit of sneaking up on youForgotten antiques, a teddy called Guy, and a box of cat eyes!The key to lasting change is to truly Edit what you have and focus on what fits your lifestyle right now.We’re going to do a good job, do it once, and do it well.
Want to ditch distraction for direction like Rebecca did?
PERFECTLY BREWED™ BRAND VOICE BLEND
“Gobsmacked... the website copy read so well and as I was reading it really made me want to buy from me.”
Iona | Iona Buxton Jewellery (Bespoke jeweller & gemologist)BriefMake Iona stand out from other bespoke jewellers
Iona was looking to boost her SEO efforts when we first started talking. But after a virtual cuppa, we figured that actually, it wasn’t a lack of SEO efforts that was blending her into the background, but that the majority of jewellers we were looking at were all saying the same thing, in the same way.
So… how was someone looking to invest in a bespoke jeweller supposed to choose between them and Iona? That’s the question we had to answer.
She also mainly dealt with online consultations, so she needed to get across why an online consultation would be the better option over going into a shop. Not an easy job with high-paying clients.
OK. We had a plan. Brand voice first. The rest would follow.
I loved diving into Iona’s stories. Her experiences working in a jewellery shop while she was at uni, her time at Hatton Garden, and, of course, her own engagement story *swoon*.
What struck me about Iona was her experience and the knowledge of this woman, my lawd. She’ll be designing my engagement ring, let me tell you that.
So, we presented Iona as the expert of experts, without losing her personality, because people investing so much money and emotion into something needed to connect with Iona.
And we did just that.
What we did
"All the brand voice and othe content she gave me was way more in depth then I anticipated. Even my husband liked it!""Loved it! Felt like she really listened and ask interesting questions I would never of thought of when it came to the ideas of my content. Also feel super supported after receiving everything. I never like to ask too much from someone's service but Hols very much goes above and beyond."The results…
After updating her website content, Iona’s enquiries went from crickets to people ready to invest in her services.
0 to 7 website enquiriesEvery word, a thread between Iona’s experience and her client’s desires. Memories encapsulated.
Words that connectKnowing now that she has a brand voice that helps her stand out, she’s recently had Instagram posts go viral.
Content confidenceLines I love from Iona's website
Crafting Today's Heirlooms My virtual ‘consultation’ is more of a ‘conversation’, as I work to weave subtle touches of romance and personality set in a timeless design – all while you sit in the comfort of your home. To me, romance isn’t grand gestures, it’s the way someone remembers how you take your tea. The inside jokes. The quiet things only you would notice about them. These nostalgic flutters are what I try to capture in the jewellery I craft.
Stand out in your industry. If Iona can do it, so can you.
More client stories
PRODUCT DESCRIPTIONS
“Love it! The vibe was going for, but I wouldn't have been able to write myself. Made me want to buy it all!”
Bryony | Clay & Burn (Luxury home fragrance crafter)BriefCraft product descriptions with a touch of literary romance, but zero cringe
I was so excited when Bryony got in touch with me to write her product descriptions! We’d already been chatting over Instagram and her brand was right up my street. Going through Bryony’s onboarding form, she’d said
“I didn’t want to just call each fragrance what it is, like plum and rhubarb; I wanted it to sound more interesting and a little bit fancy.”
She also made it super-duper clear that a lot of copy that she’d read from other fragrance makers made her cringe. Words like ‘sensual’ made her skin crawl.
She’d had a go herself, but knew a product description writer was what she needed. So, we got to work on her Pride & Prejudice-inspired descriptions.
Before I wrote a single product description, I started to craft a Word Larder for Bryony. A collection of words and phrases that tied into the vibe she wanted.
After speaking to Bryony, it was clear that she truly loves her clients, and she uses the word luxury not to mean ‘ridiculously expensive’, but as a nod to the busy people who just need five minutes to themselves.
Each fragrance a mini escape in the everyday.
And from that, we crafted three blurbs for each fragrance.
B-e-a-utiful
What we did
"Honestly, I love all this so much. It feels so much more me.""Hols manages to tap into your brand/business and general ‘vibe’ and writes exactly how you’d want to if you had the skill!"
The results…
A balance of romance infused with the experience that comes with Bryony’s gorgeous fragrances.
Cringe-free contentA creative partnerWrite and go? Oh no, no, no. We worked together to make sure that the words performed as they should.
Yes, her descriptions have the elegance of a Jane Austen novel, but they also tune in to the need for a little luxury in the everyday.
Persuasive product descriptions
Lines I love from Bryony’s descriptions
Lose yourself in the hidden beauty of days gone by.You’re a stone’s throw away from a simpler place, where tangy rhubarb and juicy plums grow. Will you take a peek over the Walled Garden?
Retreat to a place where beauty blooms all year round.The sun warms your cheeks as you drift into stories of summer.You know you’ve outgrown the words you wrote when your business was starting out.
It’s time for your experience to do the talking.