Purposeful copywriting examples from inspirational small and creative businesses

Well hello!

Pour yourself a cup of speciality coffee, get comfy in that chair and have a scroll through the purposeful copywriting examples from my portfolio.

Tucked inside you’ll find some of the loveliest small business owners on the internet. These are the people who make me proud as punch to do what I do…

Some of the lovely folks I’ve worked with include…

  • A candle maker
  • A plant care brand
  • A seventh-generation potter
  • A Welsh farmstead
  • An Argentinian cake and cookie brand
  • A book subscription service
  • A stationery brand
  • A wedding photographer
  • A life and business coach
  • A social enterprise
  • An ethical brand designer
  • A skincare business
  • A bespoke kitchen designer
  • A Welsh florist
  • A local football team
  • A family photographer and educator
  • An education consultant
  • A national charity
  • A luxury speaker brand
  • A fitness professional and entrepreneur

Every business is just an idea in the beginning.

7

Creative Wilderness

Copy Editing Day & Email Sequence Copy

Charlotte came to me after feeling frustrated that all the examples of sales page copy she could find online were focusing on pain points, rather than empowering the reader.

So we worked together to change that. Giving her sales page copy the refresh it needed, whilst creating an email sequence that focused on value rather than the traditional “funnel” approach.

You can read Charlotte’s write up of her experience here.

Brand Design Copywriting Example - Creative Wilderness
read the sales page

“I loved how you thought about my whole business and brand when thinking of the copy”

“So refreshing! I loved how you thought about my whole business and brand when thinking of the copy and threaded my wilderness and roots concept to create memorable phrases. You also thought about the reader journey and made excellent suggestions to improve the impact of the copy on my website. 

My website is my ‘home’ and favourite way to connect with people and recently I felt it wasn’t quite connecting or conveying my value as my business has grown and shifted. The new copy I feel perfectly captures my ethos, my personality and speaks directly to ‘my people’.  I can’t wait to transform my website with the new copy!”

Charlotte, Founder of Creative Wilderness

Elle Linton

About Page Copy & Done-With-You Newsletter Copy

What’s the hardest page on your website to write? It’s always your about page…

Elle was looking for a way to showcase her expertise as a fitness professional, whilst still feeling authentically her. 

We then worked together again on a project to revamp her newsletter, with a fresh but manageable approach for her multiple audiences.

About Page Copywriting Example - Elle Linton
read the about page

Hilda

Brand Messaging Guide & Seasonal Newsletter Copy

Hilda’s a beautiful brand with a special story to tell. Whilst its founder, Rosanna, knew the broader story behind the new brand, she was struggling to condense it and package it into a clear message. 

She needed an external point of view to help find that focus.

Email Copywriting Example - Hilda
read the email copy

“I felt confident that a big part of my brand was being developed by someone who really cared and wanted it to be as good as I did!”

“It was super easy and Pip’s excellent organisation meant I always knew where we were at in the process and what was happening. I felt confident that a big part of my brand was being developed by someone who really cared and wanted it to be as good as I did! That meant I could focus on other things without worrying at all.

Pip worked on my complete Brand Messaging for Hilda. This is invaluable in helping me to convey everything that Hilda is about through the copy I use across everything from my website to social media, emails, everything! It was especially brilliant, right at the end of building my website, that bit when you just wish it was done AND really good, I could turn to Pip’s brand messaging document and place the perfect copy throughout my website without really having to think, just following her direction. It was such a relief.”

Rosanna, founder of Hilda

“Pip is such a joy to work with. Super professional and responsive, always delivering top quality work. We have been working with Pip over a few years now and plan on continuing our partnership.”

Saraniya, Programme Manager at The Diana Award

Yop & Tom

Brand Messaging Guide, Website Copy, Blog Content & Newsletter Copy

I love working with passionate small business owners and Yop & Tom are no exception.

They came to me looking to create a strong message to promote their growing range of paper products. Something that felt different and original, speaking straight to their target audience whilst also reflecting their mission of unlocking people’s potential.

What started as a brand messaging and website copy project, soon grew into a long term collaboration and we now work together on a monthly basis.

Homepage Copywriting Example - Yop & Tom
read the homepage copy

“Pip really tries to get to the core of your brand to build a story”

“Excellent copywriting service. You won’t be disappointed. Pip is super diligent and very professional. 

She’s also a pleasure to work with and really tries to get to the core of your brand to build a story and get a message across effectively.”

Joppe, Yop & Tom

Ivy Pip & Rose

Website Copy

As a florist, Rebecca has a beautiful visual product. So she needed the right words to showcase her work in her online space.

Together, we developed a fun and personal style for Ivy, Pip & Rose, so that her website can start to tell her story for her.

Sales Page Copywriting Example - Ivy Pip Rose
read the sales page copy

Joya Books

Copy Editing & Email Marketing Copy

Angelique was looking for an English version of her current (French) website copy. 

It needed to be written by a conversion copywriter, that the moment her English speaking customers arrive on her site, they feel right at home.

Homepage Copywriting Example - Joya Books
read the homepage copy

“She totally understood what I wanted to say”

“Working with Pip was streamlined, clear, on time, reliable and with no surprises (in a good way :-))

I felt that she totally understood what I wanted to say. I am very satisfied with my website! If you are looking for a reliable, super nice and talented copywriter, Pip is the one for you.”

Angelique, founder of Joya Books

Sarah Vivienne Photography

Email Newsletter Copy

Sarah came to me looking for help with her email newsletter to add real value to her ideal couples’ lives in the lead up to their wedding day.

We’ve now been working together since 2020, conjuring up new projects and exciting ways to help couples prep for the big day.

Email Copywriting Example - Sarah Vivienne Photography
read the email copy

“It's been so nice having someone in my corner to support me”

“I loved all the insightful questions you asked at the start of our projects, they’re questions I continue to ask myself when I’m writing now. I also love that you took the time to trawl through my blog content for supporting links and ideas. 

You added so much value too – challenging my thinking and adding insightful ideas of your own. You helped me achieve far more than I could have done on my own. And really helped propel me forward with using my voice more. It’s been so nice having someone in my corner to support me with that. And I love that you’ve helped improve the experience that my couples have too.

You’re not giving up control. Pip has this way of getting right inside your head and working like an extension of you. She always delivers on time (so rare!) and is just such a lovely person to work with.”

Sarah, founder of Sarah Vivienne Photography

Charlotte Payne Barrister

Website Copy

Charlotte came to me looking for a personality-filled yet professional way to create a new website in the legal space.

She needed copy that spoke to her unique approach to the law, whilst still meeting the strict criteria of her profession. Together, we were able to craft a website that balances both. We developed key messaging, revamped her professional profile and created copy that leans into Charlotte’s unique skills.

 

Homepage Copywriting Example - Charlotte Payne
read the homepage copy

“In a world which is 'suited and booted', Pip allowed my personality to shine through”

“Pip helped me show myself in a world which is ‘suited and booted’ and very professional, she allowed me to let my personality shine through.

Working with Pip was a real pleasure. I never felt rushed, I always felt like I knew what stage the project was at and communication was excellent throughout. I felt really supported emotionally in decisions about what to include, or not, on my website. Thank you.”

Charlotte Payne, barrister

Kayla Jean Design

Brand Messaging & Website Copy

Kayla contacted me as part of a wider revamp for her business. She was looking for a way to showcase the unique value she creates for her graphic design clients.

She wanted to move away from a website that simply listed her skill set and toward a site that created a purposeful experience for her visitors, showing how her work can impact their business as a whole.

Together, we took a deep dive into the purpose and mission behind her business, crafting new brand messaging and purposeful website copy that she’ll be able to use for years to come.

About Page Copywriting Example - Kayla Jean Design
read the about page copy

“It was really great to know that someone else was taking action on a part of my business that I had neglected for years”

“I feel much more confident sharing my website and feel my customers have a better idea of my capabilities as a designer and who I am as a person. So far I have received great comments from others (especially the about page).

I felt Pip really listened to my thoughts and feedback. She did a great job capturing the tone of my work and my personality as well as helping me narrow down to my target market.

I am excited to use the messaging guide in the future! It was really great to know that someone else was taking action on a part of my business that I had neglected for years. “

Kayla, founder of Kayla Jean Design

Josephine Brooks

Copy Editing day

Josephine works with coaches and course creators to give them the tools to escape the social media hamster wheel, and embrace sustainable marketing instead.

Through her evergreen marketing approach, she empowers them to shift to a freedom-friendly business model. With automated sales funnels, strategic workflows and sustainable marketing plans.

Josephine had been writing the copy for her clients herself. But was finding that it took up too much of her valuable time. She was ready to lean into the areas of her work where she felt she could have the most impact (and the most fun!). Together we got these copywriting tasks off her plate.

Josephine Brooks

"I then wait excitedly to receive the copy the next day. It's like a treat landing in my inbox"

“Pip is organised and efficient. I love the process of putting together a brief and having a quick kick off call at the beginning of the day. I then wait excitedly to recieve the copy the next day. It’s like a treat landing in my inbox, I love reading through it all when it arrives.”

Josephine, founder of Josephine Brooks

Claudia Macdonald

Brand Messaging and Website Copy 

Claudia came to me when she was launching her new business venture. Coaching women to find the courage to set up life overseas.

Through her coaching work she helps women step away from negative stereotypes to create a life that feels true to them, wherever that might be.

Claudia has a background in education and has lived all over the world. She was keen to bring these two experiences together, sharing her passion for people and her love for life overseas with others who want to live life a little differently.

She wanted to launch her business venture with clear brand messaging, purposeful copy and a value-focused approach for her clients. She wanted to stand out in a crowded coaching market with strong purposeful messaging, strategic word placement and honest human connections.

She was ready for some outside help to refine her message and develop a brand that matched her mission and gave her room to grow.

Josephine Brooks

"Our work together was professional, interesting, and truly worth the investment to have my story written in the way I wanted"

“The experience was a positive one extremely professional with a good partnership, which allowed the project to run smoothly. Pip was very knowledgeable and helped me break down my brand messaging via an online survey to best reach and connect with my niche clients now and in the future.”

“My website copy reads just like myself from page to page. Everything that I communicated and suggested was clear and fine tuned by Pip with a brilliant end result for my new Coaching business.”

Claudia, founder of CM Intercoaching

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