I craft sharp, SEO-optimised copy for websites, newsletters, and social media—delivering clear, consistent messaging that drives results.

Copywriting examples: editorial content

The aim: As part of the British Council’s Edinburgh Showcase — a programme designed to connect international delegates with outstanding UK theatre — I developed editorial content that spotlighted human stories behind the performances. For this piece, ‘Fear Masks Other Emotions’ I identified a timely and resonant angle, drawing on national conversations around trans rights to highlight a featured show in the programme. I interviewed the artist, shaped the narrative, and edited the piece into a magazine-style format.

The result: The article received strong engagement on social media, helping to raise visibility for the work, deepen international interest in the Showcase, increase video views for the show’s trailer and increase e-mail subscribers.

Web copy: presenting British Council’s work in Sub-Saharan Africa

The aim: To summarise a wide-ranging, multi-year arts programme across several countries in Sub-Saharan Africa in a way that was structured, accurate, and compelling to international audiences — from funders and partners to artists and arts professionals.

My role and approach: My role included gathering inputs from programme teams, image research and selection, aligning with brand tone, and shaping a clear, accessible narrative that showcases impact while remaining concise and audience-friendly.

Result: Content sits on a high-traffic section of the British Council’s global Arts website, bringing visibility for programmes in the region and contributing to a more cohesive brand story.

Targeted newsletter: brand refresh

Aim: As part of a brand-refresh, I rewrote and reformatted newsletters to improve supporter engagement, and visual appeal. The relaunch coincided with the introduction of segmented mailing lists, allowing us to target specific audiences — including sponsors and partners — with tailored updates and relevant content.

Result: This strategy led to a measurable increase in open and click-through rates, strengthening stakeholder engagement and reinforcing the impact of our work.

Promotional copy: Selector Radio

Aim: As part of my role promoting Selector Radio — the British Council’s global radio show championing new UK music — I developed concise, engaging copy for web and social channels to introduce the show to international audiences. The challenge was to capture the show’s energy and editorial voice in just a few lines, while highlighting its unique selling points: genre diversity, regional focus, and fresh talent.

Result: This copy was used across landing pages and partner sites to drive discovery and encourage listenership in over 30 countries.

Paid social media: Recruiting applicants

Aim: Drive high quality applications for grants for designers to showcase at international festivals.

My role: I wrote the ad copy and collaborated with programme teams to collect visually distinctive imagery from previous projects supported by grants that were creative and visually striking. The ad was part of a targeted Meta campaign targeted specifically at designers, architects, and fashion practitioners, using job-title and field of study based targeting.

I also set up UTM tracking in Google Analytics to monitor performance. This allowed us to measure click-throughs and conversions — and Meta ads delivered the highest number of completed applications, clearly demonstrating ROI.

Copy breakdown: Tone is clear, professional, and purpose-led — aligned with the British Council’s brand voice. The language used sector-specific terms (festivals, biennales, practitioners) to increase precision and credibility and to appeal directly to the filtered professional groups — designers, curators, and cultural organisers. The CTA: ’Apply now’ is direct, actionable, and urgency-based.

Results:

  • Meta Ads delivered the highest number of website traffic compared to other channels.

  • Google Analytics tracking confirmed a high conversion rate from Meta clicks to applications.

  • The campaign achieved strong engagement rates across Instagram and Facebook, with above-average CTRs for the cultural sector.

Social media copy: open call

Aim: To drive awareness and global entries for the BBC World Service and British Council’s annual audio drama competition. The copy needed to inspire first-time writers to submit their stories, highlight the opportunity to have their work broadcast by the BBC, and communicate eligibility criteria and deadlines clearly — all in an engaging, social-first tone.

Result: A concise and motivating post using clear calls to action, emotive language, and visual signposting (emojis) to highlight the competition’s benefits. The overall social media campaign resulted with a measurable increase in link clicks and entries in key global markets.

Web copy for SEO

Aim: Developing copy for the British Council arts website which is search-optimised, audience-friendly and that surfaces our international work in a clear and accessible way.

Approach: Integrated audience-led keywords (e.g. "arts funding", "international collaboration", "creative commissions", “cultural exchange”); wrote meta descriptions and title tags optimised for search visibility; wrote alt text for images to support accessibility and SEO; used clear internal linking and page hierarchy to guide user journeys and improve indexing; developed distinct homepage copy to complement — not duplicate — partner and organisational site content, improving SEO and user clarity; used Google Analytics to track website acquisition.

Result: Helped position the arts website as a gateway for global users searching for international arts opportunities and news. Improved organic traffic to Arts landing pages, reduced bounce rate following site relaunch.