Copywriting and SEO content strategy for SaaS | ClassForKids

The brief: SEO strategy and content for activity club Kids’ activity club management software SEO

ClassForKids is a leading provider of booking and management software for kids’ activity clubs in the UK and Ireland. My contract with them was copywriting and SEO content strategy for SaaS. It involved supporting the SEO and website content strategy for the UK website and the launch of the new Ireland website, helping improve visibility for industry-specific searches linked to children’s activity providers, coaching businesses and sports clubs.

The project focused on improving how the platform appeared for organic searches across multiple industries including football, dance, gymnastics, swimming, performing arts and multi-sport providers.

The scope also involved analysis of existing Google Search Console date to identify potential grey areas around intent for certain searches and also reasons for low traffic for some specific pages.

This was an SEO-led website copy and content strategy project, which involved:

Reviewing page structure
Keyword opportunities, search intent and industry-specific messaging across both markets
Keyword mapping and localisation for Ireland
Page optimisation
SEO and GEO focused FAQs
Content recommendations designed to support both organic visibility and conversion.

Visit my Impact Magic Content System page to find out more about my SEO strategy and content services.

The challenge: SEO strategy and content for kids’ sports and activity software

ClassForKids operates in a competitive space, where search intent can vary significantly between industries, countries and audience types.

The challenge here was:

Multiple industries with different terminology and search behaviour
Broad keywords that often attracted the wrong audience
Industry pages that needed stronger localisation and search intent alignment
Balancing SEO improvements with existing brand tone and website structure
Creating clearer connections between user pain points and software benefits
Supporting both organic search visibility and conversion journeys

A key part of the work involved identifying where search intent did not fully match the target audience.

For example, broader football software searches often brought in traffic related to professional clubs or large organisations, when the real target audience was grassroots coaching businesses, children’s football academies and activity providers.

The content therefore needed to become more specific, more commercially focused and more closely aligned to the language real customers were using.

The approach: Creating an SEO content strategy for UK and Ireland audiences

I worked across the UK and Ireland versions of the website to improve the structure, messaging and optimisation of key industry pages.

The aim was to create clearer industry relevance, strengthen long-tail visibility and make it easier for potential customers to recognise that the platform was designed around the practical realities of running children’s activities and coaching businesses.

The work included:

Keyword mapping across multiple industries and service pages
Search intent analysis for UK and Ireland audiences
Localisation of industry-specific website copy
SEO-focused FAQs designed around real search behaviour
Content recommendations to improve organic visibility
Messaging refinement to better connect features with customer challenges
Recommendations for clearer internal linking and page structure

Rather than treating SEO as a standalone task, the work focused on improving the overall customer journey – helping activity providers quickly understand what the software does, who it is for and how it could support the growth of their business.

Find out more about technical Saas copywriting in my blog.

SEO website copywriting

The project included:

Industry page optimisation across the UK and Ireland sites
Football, dance, gymnastics, swimming and performing arts content
Localised SEO copy for Irish audiences
SEO-focused FAQ creation
Keyword and search intent mapping
Recommendations for page structure and internal linking
Long-tail keyword targeting for coaching businesses and activity providers
Messaging refinement around registration, bookings, payments and club management

Each page was designed to:

Improve visibility for relevant industry searches
Align more closely with real customer intent
Support organic traffic growth across UK and Ireland markets
Make software benefits easier to understand
Increase relevance for smaller clubs and coaching organisations
Support enquiries and demo conversions

The impact of strategic SEO content

Through a more strategic and search-focused approach, ClassForKids was able to strengthen the relevance of its industry pages and better align content with the needs of its target audience.

The work helped to:

Improve alignment between search intent and page messaging
Strengthen visibility opportunities for long-tail industry searches
Create more locally relevant content for Ireland-based audiences
Make software features feel more practical and commercially relevant
Improve the structure and clarity of industry pages
Support a more coherent organic search strategy across multiple sectors

This was not simply a case of adding keywords to existing pages.

It was about understanding how different audiences search, what problems they are trying to solve and how website content can bridge the gap between technical software features and real world challenges faced by business owners.

SEO strategy insights from the project

Effective SEO for children’s sports clubs and kids’ activity club software needed more than generic optimisation.

It needed a clear understanding of audience behaviour, the language used by both parents and business owners, and what the reality of using the software looked like.

For ClassForKids, this meant recognising that a dance school owner, football academy coach and gymnastics provider might need a similar type of solution, but the language, needs, and searches of their customers would be very different.

By combining SEO strategy, sector understanding and audience-focused copywriting, the project helped create clearer, more relevant content designed to help customers search and make buying decisions easily.

It also reinforced the importance of treating SEO as part of a wider customer journey — not simply a technical exercise focused on rankings alone.

Take a look at the ClassForKids UK site and industry pages:

https://www.classforkids.com

Explore the recently launched Ireland site:

https://www.classforkids.com/en-ie

How I can help with SEO content strategy for education and edtech

If you’re looking for SEO website copy and content strategy for education, edtech or SaaS brands, I can help create content that improves visibility while still sounding human, relevant and commercially focused.

From website copy and industry pages to SEO blogs, campaign messaging and long-form content strategy, I help businesses turn technical products and complex solutions into clear and accessible customer journeys.

Get in touch today to chat about how I can help.

Aston University: Higher Education Copywriting, Campaign Storytelling and Editorial Content

Clear and engaging education content strategy and writing

I’ve worked with Aston University since 2025, delivering a range of higher education copywriting projects spanning campaign storytelling, editorial content, corporate assets and website pages.

From shaping alumni stories for the Aston Made campaign to writing and editing a commemorative book, corporate brochure and heritage trail, the focus was consistent:

Turning Aston’s mission to create real-world impact into education-focused content that tells their story across multiple formats.

The education campaign content for Aston demonstrates strategic thinking, on-brand messaging, and the use of storytelling to engage their target audience.

Visit my Specialist Education Writing service page to find out more about my work.

The challenge: Creating clear, campaign-led education content

Aston needed support across a range of content formats, each with a different purpose and audience.

This included:

Campaign content designed to inspire prospective students
Corporate assets to engage partners from the worlds of business and industry
Editorial and print materials communicating institutional credibility
Story-led content showcasing alumni success and real-world impact
Structured content for heritage and informational experiences

Although the work has spanned a wide range of projects, the challenge that needed to be met was the creation of consistently high-quality, human content that maintained Aston’s brand, voice, and values across campaigns, website pages, and print.

The approach: An education content strategy focused on campaign storytelling

Rather than treating each project as a standalone task, they were approached through the lens of the university’s mission for real-world impact and the Aston Made campaign, created to celebrate the 60th anniversary of the Royal Charter.

This involved:

Understanding audience intent
For prospective students, stakeholders, alumni and partners
Identifying core messages and stories
that could be adapted across different formats
Structuring content for clarity and engagement
particularly for dense, technical, academic or historical content
Maintaining a consistent tone of voice
across campaign, editorial and institutional content

This strategic approach meant that even seemingly separate and distinct pieces of work all contributed to a wider narrative and were aligned to Aston’s heritage, values and brand identity.

Campaign storytelling for Aston Made: Alumni content to inspire the next generation

As part of the Aston Made campaign, I developed a series of alumni stories designed to showcase real-world impact.

This involved:

Conducting interviews and writing case studies
Extracting a clear narrative from long and varied career journeys
Structuring stories around outcomes, achievements and impact
Aligning each piece with Aston’s focus on education with real-world impact

The result was a series of engaging, human-led stories that:

Inspire prospective students
Reinforce brand positioning
Demonstrate tangible graduate success

Featured Aston Made alumni stories

As part of the campaign, I developed content around a number of Aston alumni, each with a distinct story and area of impact:

Lorraine Copes – Founder of Be Inclusive Hospitality, driving meaningful change in leadership, diversity and inclusion across the hospitality industry.
Harley Cunningham – Leading conversations around bereavement in the workplace, shaping more compassionate HR policies and employee support.
Christian Nwachukwu – Founder of 10mg, transforming access to healthcare finance across Africa through AI-led solutions.
Nick Holzherr – Entrepreneur and founder of Whisk (now Samsung Food), building a global platform used by millions to connect food, technology and everyday life.

Full alumni stories will be available soon.

Long-form education content and editorial support for institutional projects

Alongside campaign work, I supported several long-form and editorial projects.

Commemorative book (copyediting and content support)

Copyediting for clarity, consistency and tone
Structuring long-form content for readability
Aligning messaging with institutional voice

Corporate brochure content

Developing clear, confident messaging for stakeholders
Simplifying complex information without losing authority
Structuring content for both print and quick navigation

These projects required a balance of:

Precision and attention to detail
Strong editorial judgement
Consistent brand voice across formats

Heritage and place-based storytelling for university content

I also developed content for a heritage trail designed to showcase Aston’s history and impact.

This involved:

Translating detailed historical and research information into accessible content
Creating a narrative journey across physical locations
Balancing storytelling with factual accuracy

The result was content that made heritage feel engaging and relevant.

See my work – visit the ‘Heritage and Art Trail’ on Aston University’s website.

The result: On-brand, clear education content that tells the story of Aston University and its mission

Across all projects, the work helped Aston to:

Tell their story and showcase their proud heritage
Show how their values and mission have shaped their journey
Use campaign messaging to tie the past to their present success and future goals
Demonstrate evidence of academic and real world success
Showcase their achievements and world-class industry partnerships
Deliver consistent education content across multiple formats

How strategic education content supports long-term growth

While this project wasn’t SEO-led, it reflects the same principles – great content that performs well and does its job always starts with:

Understanding audience intent
Connecting content to brand values and pillars
Creating meaningful messaging and story-led narratives
Maintaining consistency across channels

I write education content and SEO strategy for campaigns, website pages, and corporate assets.

If you’re an education or EdTech organisation looking for content that goes beyond blogs – from campaign storytelling and alumni content to website copy and SEO strategy – I’d love to hear more about what you’re working on.

Contact me today to book a call.

SEO-led content marketing for education software | Access Education

Education content marketing – the approach

Working with Access Education meant taking a technical product – education software and turning it into clear, strategic campaign content that could support visibility, engagement and lead generation.

The campaign focused on the Access Education Suite and Access Evo, Access Education’s connected software ecosystem for schools, trusts and education organisations. The campaign was focused on growing multi-academy trusts, and the challenges thay faced as they scaled.

The challenge was not simply to explain what the software does, but to communicate the clear benefits of joined-up systems, connected data and better oversight matter to education leaders and the teams in their schools and trusts.

This was an SEO-led education content marketing campaign which meant creating the hero theme and then planning and writing all of the website content and campaign assets. This included a long-form flagship guide, content pillars which supported the overarching hero theme, blog sequence and content, campaign messaging, website pages including a resource hub and landing page, and an email nurture sequence – turning a technical proposition into content that felt useful, relevant and commercially focused.

Visit my education copywriting service page to find out more about working with a specialist copywriter.

The challenge of education content marketing

Access Education operates in a busy and competitive edtech space, where schools and multi-academy trusts are often dealing with multiple systems, fragmented data and increasing pressure on finance, operations and governance teams.

The challenge here was:

A complex software suite that needed to be explained clearly
Multiple audiences, including school leaders, trust leaders, finance teams and operations teams
A need to balance strategic messaging with practical, search-friendly content
Campaign assets that needed to support awareness, education, nurture and conversion
A broader content story around connected education, AI-enabled insight and better trust-wide decision-making

The content needed to do more than describe the product. It needed to help Access Education show how connected software can support better decisions, reduce operational pressure and give leaders greater confidence across their organisation.

Creating an SEO content strategy and assets

I worked with the Access Education team to create education content marketing assets that supported both campaign strategy and organic search visibility.

The aim was to turn a broad, complex proposition into a clear content journey — helping the target audience understand the problem, recognise the value of connected systems and see Access Evo as a credible solution.

The brief included:

SEO-focused long-form content for education leaders
Campaign messaging linked to connected education and trust-wide oversight
Blog and guide content mapped to real challenges in schools and trusts
Email nurture content designed to move prospects through the buyer journey
Clearer language around AI, insight, finance, operations and governance
Content that could support both search performance and lead generation

Rather than creating disconnected pieces of content, the work was built around a wider campaign narrative: helping education leaders see everything more clearly, connect the dots across their organisation and make better decisions with greater confidence.

SEO website copy and content included

The campaign content included:

A flagship hero guide for education leaders
Long-form SEO blog content and supporting articles
Campaign page messaging and suite-level positioning
A 10-email nurture sequence
Top, middle and bottom-of-funnel content
Primary and secondary calls to action across email and campaign assets
Messaging around connected education, operational visibility and AI-enabled insight

Each asset was written to:

Make complex education software easier to understand
Speak directly to the pressures facing schools and multi-academy trusts
Support SEO visibility around education software and edtech content themes
Build trust with senior education decision-makers
Connect campaign messaging to commercial outcomes

The impact of a good SEO content campaign in education

Through a strategic, and considered content approach, Access Education was able to support its campaign with assets designed to be found through search, nurture customers and improve sales with conversion-focused copy.

The work helped to:

Strengthen the campaign narrative around connected education
Turn a complex software proposition into clear, audience-focused messaging
Create useful long-form content for education leaders and trust decision-makers
Support SEO visibility with relevant education and edtech content themes
Build a more coherent journey from awareness content through to sales-focused nurture
Position Access Education as a trusted partner for schools and trusts looking for more connected systems

This was not a case of simply ‘writing more content’. It was about creating content with a clear purpose — content that helped the audience understand the problem, recognise the cost of disconnected systems and see the value of a more joined-up approach.

Education content strategy insights

Effective education content marketing needs more than keyword research and a few blog titles.

It needs sector understanding, strong messaging and the ability to translate complex software benefits into language that feels relevant to the people making decisions.

For Access Education, this meant creating content that could speak to real operational pressures in schools and trusts — from fragmented systems and siloed data to finance, compliance, governance and strategic oversight.

By combining SEO content strategy, education sector knowledge and campaign copywriting, the work helped Access Education communicate a complex proposition in a clearer and more effective way.

It also showed the value of treating SEO content as part of a wider marketing journey — not just something that sits on a blog and hopes for the best.

How I can help with your education content marketing

If you’re looking for SEO content strategy for education, edtech or B2B SaaS brands, I can help turn complex ideas into clear, engaging content that supports visibility, trust and lead generation.

From long-form SEO content and website copy to campaign messaging, nurture emails and strategic content planning, I help brands create content that speaks to the challenges those working in education face every day.

It helps the right people find you, understand you and take the next step.

👉 Get in touch today to find out more or email hello@victoriaburton.uk

Ideagen: B2B SaaS content writing for compliance software

Overview

Working with a B2B SaaS company in the compliance and risk management space meant being able to balance technical accuracy – along with turning some pretty dense subject matter into something clear and engaging – that converted.

Over a 12-month period, I partnered with Ideagen to deliver SEO-focused B2B content writing across blogs, whitepapers and campaign assets – translating a range of complex topics into content that created sales.

The challenge

Ideagen operates across multiple highly regulated industries, including aerospace, manufacturing and pharmaceuticals.

The challenge here was:

Complex subject matter that needed to be accurate and clear
Multiple audiences, from technical specialists to senior decision-makers
A need for content that informed – and also supported SEO performance and conversion

The content needed to attract the right audience, build trust, and clearly position Ideagen’s software solutions within complex regulatory environments.

The approach

I worked closely with internal teams to develop and deliver a wide range of SEO-driven B2B SaaS content, tailored to different audiences and stages of the buyer journey.

The brief:

SEO-focused blog content targeting high-intent keywords and search visibility
In-depth whitepapers and long-form guides designed for lead generation
Supporting campaign content aligned to product launches and strategic initiatives
Positioning Ideagen’s software solutions clearly within complex regulatory and operational contexts

Content included:

A Guide to Food Allergen Regulations Around the World
A guide to ITAR (International Traffic in Arms) compliance requirements
Best Practices and Strategies for Implementing an Effective Email Management System in AEC Firms
Checklist Managing Non conformance in Aerospace and efense
DQF (Data Quality Framework): A Guide for Stakeholders
Understanding the Critical Role of Non-Conformance in Aerospace Quality Management
What Are Food Allergens and How Are They a Risk to Your Business?
Whitepaper: Reducing Audit Risks with Proactive Non-Conformance Strategies

Each piece was written to:

Simplify complex compliance and regulatory topics
Align with Ideagen’s brand and tone of voice
Support both organic search performance and conversion goals

The results

Through consistent, high-quality content delivery, Ideagen was able to:

Build a scalable library of SEO content for SaaS products in regulated industries
Improve visibility across key search terms related to compliance, risk and quality management
Support lead generation through valuable, insight-led resources
Strengthen their positioning as a trusted authority in compliance and risk management

The long-term partnership ensured content remained strategic, consistent and aligned with both marketing and commercial objectives.

The impact

Creating effective content for regulated industries requires more than just good writing — it requires the ability to combine SEO strategy, technical understanding and commercial awareness.

By delivering B2B SaaS content designed to rank and convert, this work helped Ideagen communicate more effectively, attract the right audiences, and support ongoing marketing performance.

You can explore the Ideagen content page here.

How I can help

If you’re looking for B2B SaaS content writing that drives both visibility and conversion, I can turn complex ideas into engaging content that converts.

👉 Get in touch today to find out more or send me an email: hello@victoriaburton.uk

We Are Futures: education campaign copywriting for social impact campaigns

Working with We Are Futures gave me the opportunity to combine two key strengths: deep sector knowledge in education and the ability to create education campaign copywriting that got real results.

As a former teacher, child protection officer and school leader, I brought first-hand understanding of the education sector to a wide range of campaigns aimed at schools, teachers and young people.

Over the course of this long-term freelance contract , I supported We Are Futures with specialist education copywriting for major household brands including Unilever, NatWest, Warburtons, Southern Water and Rexona, helping create campaigns designed to build engagement, encourage sign-up and drive meaningful social impact.

The challenge

We Are Futures creates purpose-led campaigns that connect brands with children, families, teachers, schools and communities.

Working alongside The National Schools Partnership, the team develops free educational programmes, resources and teaching materials designed to support schools in areas such as:

careers and aspirations
wellbeing and self-esteem
financial literacy
environmental awareness
sport and inclusion

The challenge was to create copy that would appeal to busy teachers and school leaders, communicate the value of each campaign clearly, and encourage sign-up to free education programmes.

That meant striking the right balance between educational relevance, campaign messaging and audience engagement — while adapting tone and content for a range of brands, themes and age groups.

The approach

My background in education was a real advantage here.

Because I understood how schools work, what teachers need, and how educational messaging needs to land in a busy school environment, I was able to create copy that felt relevant, useful and credible.

Across multiple campaigns, I wrote content designed to help increase awareness and sign-up, including:

email campaigns
landing page copy
educational content
teacher-facing resources
packaging and printed campaign materials

Each piece needed to align with the client’s brand tone of voice while still feeling appropriate for an education audience.

Campaigns and clients

Dove (Unilever)

I created emails and landing pages for a number of campaigns across the Dove Self-Esteem Project, including I’m Body Confident, Dove Self-Esteem Project and Body Confident Athlete.

These campaigns focused on supporting young people’s mental health and wellbeing, with particular emphasis on body image, self-esteem, and encouraging girls’ participation in sport and physical activity.

Warburtons

For the Rise to Success campaign, I created playful and engaging copy for an educational card game, including:

playing cards
instructions
teacher guide
box packaging copy

All content was written in line with Warburtons’ tone of voice guidelines, while still making the resource feel accessible and engaging for schools.

Southern Water

I wrote copy for email campaigns designed to raise awareness around clean water and environmental issues, including Wastewater Quest and Water Protectors.

NatWest

I worked extensively on campaigns for Natwest including CareerSense and MoneySense, which help improve financial literacy and raise young people’s aspirations for future careers.

My work included emails, landing pages and educational campaign content tailored for school audiences.

Sure (Rexona)

For the Sure Breaking Limits programme, created in partnership with FIFA, I wrote email campaigns and landing page copy focused on increasing girls’ engagement in football and sport in schools.

The impact

This work brought together brand purpose, educational outcomes and audience-focused copywriting.

By combining education-sector insight with clear, engaging campaign copy, I helped support programmes designed to reach schools more effectively and encourage teachers and school leaders to take part.

It also reinforced one of the areas where I add the most value as a writer: creating education content that understands both the audience and the wider strategic goal.

Why this work mattered

Writing for the education sector is about far more than simplifying information.

It means understanding the realities of school life, what makes teachers engage, and how to create content that feels genuinely useful rather than just promotional.

That’s exactly what I brought to this work with We Are Futures — combining sector experience, audience understanding and strong copywriting to support campaigns that were designed to make a positive difference.

How I can help

If you need an education copywriter who understands schools, teachers and the realities of the sector, I can help create content that connects with the right audience and supports meaningful results.

Get in touch today to find out more, or email me at hello@victoriaburton.uk.

Gold79 case study: freelance copywriting for a busy creative agency

Gold79 | B Corp is a respected content, social and creative agency working across consumer, corporate and international markets.

As a freelance copywriter for agencies, I was asked to join the team during a particularly busy period, providing experienced freelance copywriting support while a full-time team member was on a three-month sabbatical.

Working remotely and in the office, I stepped straight into the agency environment to support a range of client accounts, writing across different formats, audiences and tones of voice.

Freelance agency copywriter: The brief

Gold79 needed an experienced writer who could slot into the team quickly and confidently at a time of high demand and internal change.

This was not a role that allowed for a long settling-in period. The team needed someone who could pick up briefs fast, understand different brands, and produce strong copy across both B2B and B2C accounts.

The work involved balancing multiple clients, adapting to different tones of voice, and delivering content that was both creative and commercially effective.

The approach

Over the course of the sabbatical cover, I worked as an extension of the in-house copywriting team, supporting a variety of client accounts and content needs.

This included writing:

SEO content
long-form blogs and guides
website copy
seasonal campaign copy
press releases
magazine articles
product and brand-led content

The role required me to move quickly between very different brands and audiences, while maintaining consistency, clarity and the right tone for each brief.

Clients and work delivered

During my time with Gold79, I worked on content for clients including:

Cloud Nine
Chester Zoo
Holland’s Pies

One of the most high-profile accounts I supported was Cloud Nine, where I wrote long-form blog content, SEO-led guides and website copy for seasonal campaigns.

This work involved creating engaging, search-focused content aligned with the brand’s voice, audience and product positioning.

The outcome

I worked with Gold79 throughout the three-month sabbatical period, helping the team maintain momentum during a demanding stretch.

The work spanned multiple formats and sectors, and required a flexible, dependable approach from day one.

It was also a great example of the value I bring when supporting agencies: being able to integrate quickly, work collaboratively, and deliver high-quality copy without adding pressure to an already busy team.

Feedback

The Head of Content described my time with Gold79 like this:

‘Vikki swooped in to support us during an extra busy period, and she was brilliant from the very first brief. She crafted standout website product copy, engaging blog content, and sharp press releases for three very different clients, each with a unique voice and audience. Whenever she joined us in the office, she felt like part of the team and was an absolute breeze to work with.’

Examples of published work

https://www.bristolworld.com/your-world/backstreet-boys-top-list-of-songs-bristol-loves-to-sing-in-shower-5033855

https://www.cloudninehair.com/blogs/hair/bleached-hair-guide

https://www.cloudninehair.com/blogs/hair/haircare-styling-guide-for-wavy-hair

https://www.cloudninehair.com/blogs/hair/hairstyles-for-wavy-hair

https://www.cloudninehair.com/blogs/hair/guide-to-30-timeless-styles-for-every-age-and-stage

https://www.cloudninehair.com/blogs/hair/genm-cloudnine-mtick-styling-tools

Why this work mattered

This project showed how quickly I can step into an agency setting and start adding value.

From SEO content and long-form blogs to campaign copy and PR, I was able to support Gold79 across multiple clients and content types, adapting tone and approach to suit each brief.

It also reflects something that matters to many agencies: having a freelance copywriter they can trust to come in, get up to speed quickly and deliver strong work with minimal hand-holding.

How I can help

If you need a freelance copywriter who can slot into a busy agency team, adapt to different brands and deliver polished copy across multiple formats, I’d love to chat.

Get in touch today to find out more, or email me at hello@victoriaburton.uk.

Case Study: University of Lynchburg

The University of Lynchburg, VA, is a leading private university in the USA. Established in 1903, it’s had a long-standing connection to a Christian faith and ethos, and is firmly committed to the liberal arts.

The Brief

In 2024, the university underwent a complete rebrand. The university brand had an overhaul, and the website needed rewriting in line with the new messaging and fresh tone of voice.

Over the years, the user experience had become confusing and unwieldy, as pages for new departments, clubs, and initiatives were added to the site. The university communications department had a huge task ahead of them to edit and refine existing copy, along with writing new copy, for the new website.

Deadlines were tight – and the lead copywriter left unexpectedly. The team needed an experienced copywriter, who understood website UX, to step in at short notice and slot easily into the team. It was a stressful time being short-staffed so close to the launch date, and so it was really important they knew they could hand over a brief and feel confident the job would be done to a high standard – on time!

The Outcome

Working with the Director of Communications, I was allocated schools and academic departments as a remit. I created a new structure and layout for each department, which allowed visitors to access information clearly and easily.

The focus was consistently on presenting key information in a simple and accessible manner, which remained consistent across schools and departments.

The Website

www.lynchburg.edu

Charity Website Copywriting | Sailors’ Children’s Society Case Study

The Sailors’ Children’s Society is a national charity with more than 200 years of history, dedicated to supporting children and families from a seafaring background.

With a new CEO in place and a renewed focus on brand and digital presence, there was a need for specialist knowledge of charity website copywriting to create a site that better reflected both the impact of its work and the relevance of its support today.

In my capacity as a copywriter, specialising in website copy, I worked in conjunction with Chris Bolton at Ampersand Digital, helping shape the website copy and messaging for a vibrant, contemporary new site that balanced the charity’s proud heritage with a clearer, more user-focused digital experience.

The brief: Charity website copywriting for awareness and donations

The charity had two key objectives.

The first was to raise awareness of the support available to eligible children and families, making it easier for people to understand:

who the charity helps
the eligibility criteria
the application process
the range of support available

The second objective was to increase donations and fundraising opportunities by making the charity’s impact and purpose clearer to potential supporters.

Alongside this, it was important to reflect the organisation’s rich heritage, including its long history and royal patronage, as part of a broader engagement and education strategy.

Charity copywriting – and the challenge of getting it right

This project needed to achieve a careful balance.

The site had to feel more modern, accessible and action-oriented, while still respecting the history and identity of a long-established national charity.

It also needed to speak effectively to multiple audiences, including:

families seeking support
potential donors
fundraisers and supporters
wider audiences interested in the charity’s work and history

That meant creating website copy that was clear, compassionate and easy to navigate, while also helping users take action.

The approach: Effective website content and messaging

Working closely with Ampersand Digital, I helped develop copy that supported both the charity’s messaging goals and the user experience of the new website.

Key areas of focus included:

clearer website messaging around support, eligibility and applications
consistent and accessible CTA language
copy that supported donations and fundraising journeys
content that reflected both the charity’s contemporary relevance and historic legacy
real-life stories to build trust and emotional connection

A particularly important part of the project was the introduction of testimonials and case studies.

I interviewed families who had benefited from the charity’s support and developed first-person stories that brought a human voice to the website, helping show the real-world impact of the organisation’s work.

The outcome

The result was a vibrant and contemporary new website that better reflected both the charity’s history and its ongoing role in supporting seafaring families.

The new approach helped to:

create a clearer journey for families looking for help
make donation pathways more visible and user-friendly
strengthen the emotional impact of the site through real stories
bring greater consistency to the charity’s calls to action
support a stronger digital presence for the organisation moving forward

The project laid the foundations for a more consistent digital content strategy, helping ensure the site could continue to support the charity’s goals around awareness, engagement and fundraising.

Why this work mattered

For charities, website copy has to do more than explain what the organisation does.

It needs to build trust quickly, make support easy to understand, and help different audiences take the next step with confidence — whether that means applying for help, making a donation or getting involved.

This project brought together strategic messaging, website UX thinking and human storytelling to help the Sailors’ Children’s Society communicate its value more clearly and compassionately online.

Website

You can view the website for the Sailors’ Children’s Society here.

How I can help

If you need charity website copywriting that balances great copy with compassion and action, I can help create content that supports both your audience and your organisation’s wider goals.

Get in touch today to find out more, or email me at hello@victoriaburton.uk.

Case Study: Business-to-Business Blog Writing

Working with content agencies and writing content for new clients requires a clear approach to research, strategy, and creation. The process of writing an effective business blog is as follows:

Define the purpose of the blog. What is the main goal or objective of the blog – it could be to promote a product, raise awareness, drive sales etc.

Plan out the content. The first step is to research topics, industry-specific knowledge and SEO keywords. There also needs to be a clear CTA making it easy for the reader to engage with the blog and take action.

The blog should be high-quality, with engaging writing and content that is of value to potential customers. The blog should benefit the reader in some way, by answering a question, providing useful information, or addressing a problem. Alongside engaging content, the blog should be optimised for searches, focusing on keywords, meta descriptions and the use of headings.

Blog Samples

Four Oaks Trade Show 2023: Discover the Best in Commercial Horticulture | CJS Display

The Importance of High-Quality Blog Writing for Small Businesses | Conturae

Content Writing Mistakes to Avoid: Tips from the Pros | Conturae

Case Study: CJS Display website and content strategy

CJS Display is a family-run business that designs and manufactures timber display products for the garden centre and horticultural industry. The owners of the business are a husband and wife team who wanted to breathe fresh life into their online presence with a new website and content marketing strategy.

The Brief

The owners wanted a website that made it very clear to see the services and products on offer. There was a particular aspect of the business that they wanted to promote heavily – a bespoke design service, where the timber display boxes, shelves and tables were designed and created to the customers’ specific needs.

The content strategy was created to reach the businesses and wider industry sector. This was planned, researched and written with a clear SEO strategy combined with engaging writing and expert knowledge.

The Outcome

The fresh design of the website and clear SEO strategy has already had a positive impact on driving traffic and creating new leads for CJS Display.

The Website

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