Laura Wagg

I create the right content to sell, advertise and optimise.

Client-Focused Copy that Works

Hello, I'm Laura. I'm a copywriter with four years' experience in content creation and marketing. I have a keen ear for facts and a keen eye for details - good grammar is paramount. I work with a variety of clients on diverse projects, giving their copy that professional touch to make sure it stands out. 

I make it my mission to fully understand every client and their business. As such, my copy is clear, concise and accurate, always doing its job and meeting the brief.

Take a look through my portfolio to see some of the projects I've worked on.

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https://www.mdaesthetic.co.uk/

I wrote content for this non-surgical enhancement clinic in Harley Street, crafting copy for their website. They are a new brand, and needed something that was classy yet compelling, helping them to establish their business in this popular area of London. Writing the content for the website was a challenge, as it had to strike just the right tone of voice, balancing professionalism with creating desirability. I worked closely with the business owners to understand their products and procedures because it was absolutely essential that the copy was all medically accurate. As an aesthetic brand, the appearance was also very important, and the client wanted the design to be as symmetrical as possible. I worked with the designer and used my WordPress skills to make sure my content looked great on the page, ensuring text blocks were the correct length to fit in with the design; this helps the overall website to have an immediate visual impact. I also helped create straplines for use in other areas of their marketing - they particularly liked 'You're unique, we keep it that way'. The website has just gone live and we are closely monitoring results.

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kingfisherhousebc.co.uk

Kingfisher House is a professional business centre that also happens to be incredibly friendly. The client wanted this reflected in their content, challenging me to create copy that would be appealing to a corporate market, without sounding stuffy. Alongside my team, I put together a website that reflects their professionalism. Keywords were a major consideration; we wanted to get the website ranking for key phrases like 'serviced offices in Bromley'. Within its first week, the site was already ranking and the clients were pleased to show it off at their launch party.

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blacktaxitourlondon.com

This was a large, complex eCommerce project, creating travel content focused on London to sell tours for a taxi company. The client primarily target the American market and wanted to give their customers a way to book tours before arriving in the UK, quickly and easily. It was my job to create informative copy and a smooth client journey, directing people towards the booking engine and encouraging them to place an order online. Within the first week of launching, the site was ranking on page one of Google. The site looks much more professional than its competitors and bookings are already coming in.

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petbusinessworld.co.uk/pet-product-news

I write copy for the agency who manage Pet Business World's website, regularly providing fresh content by updating and adding landing pages. My writing is designed to give a clear call to action: subscribe to the Pet Business World magazine. This is an important publication and news source for the pet industry, so landing pages are designed to target pet businesses and people working within the pet industry. I use relevant keywords based on search volumes, and write clear, concise copy that directs people to take action once they are on the page.

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amjcontracts.co.uk

I worked with AMJ Contracts to create all the content for their property services and construction website. They wanted a brochure website to show potential clients and put on business cards, as most of their business comes from word of mouth. This made sense from an SEO perspective - spray rendering is a fairly new service, and search volumes aren't high. I worked closely with the Head of SEO to ensure we did what was right for the client. The complexity of the service dictated how I wrote the copy - I needed to create copy that would sell the service and make it sound appealing, but also that would explain it to the reader. To do this, I came up with the concept of using a Q and A section on the spray rendering page. I then created a step by step guide to the service, so customers know what to expect when they get in touch.

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ninjapestcontrol.co.uk

I wrote content for the entire website, meeting tight deadlines to deliver copy on time and in line with the brief. This was a new client who wanted quality copy that fully represented their business, with a quick turnaround. The project involved research, planning, working to a strict brief, working within a design template, proofing and editing. I produced copy that would draw in clients, provide them with all the information they need and ultimately persuade them to pick up the phone. The website is optimised to bring in clients from specific locations and to target keywords for SEO purposes. The client is happy with how things are going and is starting to see an uplift in business.

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paradigminteriors.co.uk

Working closely with the client, I produced all the content for his new office fit out and refurbishment website. I held initial meetings with the client to decide on the structure of his site and gain a full understanding of his business, ensuring I knew his audience and the tone of voice he wanted to use. As the market was good and office fit outs were in demand, he wanted to capitalise on this this by using his new website to attract more customers. I wrote clear, informative copy that makes customers aware of what is on offer and interspersed it with calls to action, encouraging customers to pick up the phone. The website is performing well on search engine results pages for local phrases and the client was pleased to report that he has more work than ever before.

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Barrister Magazine

I wrote a 1,400-word editorial piece to be placed in Barrister Magazine for a new client. I was given a very short deadline and completed all research, writing and editing work within a tight timeframe. The article focused on relationships and how they can help in the world of law, so I had to present the information in a way that would appeal to highly educated, successful professionals in a specific field. The client was a business development coach and wanted to expand his influence within the field of law. He was extremely pleased to get his company into the Barrister Magazine and the article was used to support his PR campaigns as well.

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Northampton Symphony Orchestra Concert Programme

In my role as Marketing Officer for the Northampton Symphony Orchestra, I prepared copy for the programmes at each concert. My aim was to makes pieces more accessible and give some general information that would appeal to all audience members. It can be very easy to make programme notes dull and dry, reiterating things that the audience will hear for themselves anyway. I always endeavoured to write notes that were simple, wouldn't detract from the music and could give a little bit of background information. Each audience member would then know what to listen out for but would also have room to create their own interpretations. I also included some information to help promote the orchestra's Friends' Scheme. I had comments from many audience members, especially the younger ones who we hoped to reach out to, saying that they enjoyed the orchestra's programmes. The orchestra's Friends' list grew after each concert.

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3di.co.uk

Following meetings with the client to fully understand his business, I produced content for the portfolio, sectors, approach and partners sections of the website. The project was part of a rebrand, during which time the client decided to work with us on his new website. We had been their web marketing agency for a number of years previously and he was happy with the results we achieved. My brief was to write content that fitted into a more forward thinking, modern product design environment. I was able to look at examples and take my inspiration from these, whilst always working closely with the wider team to keep the project true to the client. The new website was delivered on time and on brief, with the content representing the business in just the right way. They are now attracting newer, bigger clients and business is booming.

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nationaldomelightcompany.co.uk/news

I write regular news updates for the National Domelight Company, promoting their ranges and making sure content is up to date, both for SEO and for the benefit of their customers. I carry out work for NDC as part of their continuous improvement marketing plan, ensuring their copy makes and impact and delivers the right results. This also gives them relevant material to share with their followers on social media; I often lend a hand in managing their channels and have helped increase their interaction on Instagram by using high quality imagery and hashtags.

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Small is Beautiful Festival

I worked to promote the festival using newsletters, website copy, targeted email campaigns and social media. I wrote and edited content for this newsletter, which was sent out to the festival's mailing list and brought in a good portion of the ticket sales. I got to be really creative with my copy, making sure all communications used a fun, upbeat, more informal tone of voice. The festival was a great success and they sold out of tickets.

I also have social media experience and worked as a Copywriter and Social Media Specialist for 18 months.

I have experience working in B2B formats but many of these marketing materials cannot be shared externally. 

I am an experienced editor and have worked on reports for the NHS, amongst others. 

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