Do you need a clearer story - or better words to tell it?
Whether you're refining your proposition, developing a messaging framework or rewriting your website, I can help you find the right direction and turn it into clear, engaging copy.
Stronger positioning. Clearer messaging. Better copy.
I help organisations define what they want to stand for, communicate what makes them worth choosing, and turn complex ideas into clear, compelling copy.
From developing a brand narrative to writing two complete websites, these recent freelance projects show how I connect strategic thinking with words that work.
Giving CILEX a clearer, bolder brand story
CILEX: Legal qualifications and professional membership.
The challenge: CILEX has an important and distinctive role within the legal profession, but its story was not always easy to explain consistently.
The organisation needed a clearer, bolder narrative that brought together its purpose, qualifications, membership, professional standing and role in shaping the future of law. It also needed messaging that would work for very different audiences, from aspiring lawyers and existing members to employers and legal-sector stakeholders.
My role: Working with senior leaders and colleagues across the organisation, I developed a new brand narrative and messaging framework. This included:
- Clarifying CILEX’s purpose, vision and mission.
- Defining its position and value within the legal profession.
- Developing a clear set of brand pillars.
- Creating core messages for different audiences.
- Defining the brand personality and tone of voice.
- Turning complex organisational ideas into language people could understand and use.
- Supporting stakeholder review and agreement.
What I delivered: The work gave CILEX a stronger and more consistent way to explain who it is, why it matters and what makes it different.
The new narrative and tone of voice created a shared foundation for website copy, campaigns and wider communications, helping teams tell a clearer and more confident story across the organisation.
June-August 2026 (Freelance role)
Writing two new websites from the ground up
CILEX and CILEX Law School: Legal qualifications, education, and professional membership.
The challenge: CILEX and CILEX Law School needed complete copy for two new websites serving a wide range of audiences.
The subject matter was extensive and often complex, covering routes into law, professional qualifications, membership, regulation, employer services, education and the organisations’ wider role within the legal profession.
The copy needed to make this information easier to understand while supporting clear customer journeys, stronger search visibility, and two distinct but connected brand identities.
My role: I planned and wrote the copy for both websites, applying the new CILEX brand narrative while developing a distinct voice for CILEX Law School.
The work included:
- Reviewing existing content and identifying what to retain, rewrite, combine or remove.
- Planning the purpose and key message of each page.
- Turning detailed and technical information into clear, accessible copy.
- Writing for prospective learners, members, employers, education providers and stakeholders.
- Developing headlines, calls to action and onward journeys.
- Applying the agreed brand positioning, messaging and tone of voice.
- Writing page titles and meta descriptions to support search visibility.
- Managing feedback from multiple stakeholders.
- Delivering approved copy ready for the internal marketing team to upload.
What I delivered: The new copy gives both organisations a clearer and more engaging way to communicate with their audiences.
Visitors will be able to understand their options more quickly, find information that is relevant to them and move towards an appropriate next step. The two websites also have distinct voices and purposes while remaining recognisably part of the same brand family.
The websites are due to launch in November 2026.
March - September 2026 (Freelance role)
From strategy to delivery
The website copy was not developed in isolation. It grew directly from the new brand narrative, positioning and audience messages.
This meant the strategic thinking carried through into the words people would actually read — connecting what CILEX wanted to stand for with how it communicated across every part of the new websites.