I've spent 20 years in B2B and regulated-industry copywriting, built on one habit: get it right the first time, so clients stop looking for someone else.
Most content reads like it was written to fill a word count. Here's the same brief, written badly on purpose, next to how it actually left my desk.
We're passionate about empowering businesses to unlock their full potential through innovative, cutting-edge solutions.
Most software promises to save you time. Ours is the only one we've seen actually do it, twice, on the same afternoon.
Discover our amazing range of high-quality products designed to elevate your everyday lifestyle.
Three pockets you'll actually use, one you'll forget about, and a strap that survives more than one commute.
Excited to share that I'm thrilled to announce this incredible milestone in my professional journey.
I got this wrong for two years before I figured it out.
My freelance career started away from gambling entirely, in 2017: a shareholder prospectus for KPMG, an annual retainer for Snizl, an early-stage B2B platform, and product and web copy for hostels, bars, hotels and an independent wine retailer, among others.
I've lived in several countries and met more people than I can count along the way. I'm curious about what businesses do and who's behind them, and it shows in the writing.
Since then I've written investment pitch decks for VC firms, technology roadmaps for software providers, and product infrastructure guides for asset management firms. Add major ecommerce brands and one of the most regulated industries there is (gambling), and that's before the multitude of others besides. On the side I've built several independent projects using nothing but my own copy and SEO, including AllLeeds.com, and I'm partway through a thriller series I plan, write and market myself.
Content is often billed by the word. It should be judged by what it does to these numbers, direct sales and the paid opportunities that follow real traffic and authority. Enter your own to see the shape of it.
Illustrative example only, not a guarantee. The 15% conversion lift is deliberately conservative: it's less than a third of the 52% registration lift shown further up this page from actual client work. Link and sponsorship potential is a rough guide based on monthly traffic, in the same spirit as how tools like Ahrefs estimate a site's traffic value when link buyers decide what a placement is worth: real figures depend heavily on your niche and domain authority. Actual results depend on your industry, starting point and what is being fixed.
Every stop taught me a different register. Most recent first.
The first book in an ongoing thriller series. Plotted, written and self-marketed, including the social strategy and conversion tracking behind its launch.
Building the leading independent authority on Leeds United, with the aim of attracting sponsorship partnerships. A live proof of concept for the long-form authority content I offer clients.
Started with a shareholder prospectus for KPMG, an annual retainer for Snizl, an early-stage B2B platform, and copy for an independent wine retailer, among others. Since expanded into content strategy and copy for operators, affiliates and agencies across the UK, Europe and the US.
Wrote across a 400+ person organisation in Gibraltar: CRM, web, TV scripts and the Million Pound Goal campaign with Liverpool FC.
Wrote for Coral, Betway and the Bookies.com blog, generating real affiliate revenue through the copy itself.
Filed for The Guardian, The Times and The Daily Telegraph. Where the speed and accuracy came from.
Also built on the side: KitEquip.Me (2016 to 17, ecommerce), a CFD comparison site (2014), and Hot Tub Today (2017 to 19, since closed).
From blog content that converts to press releases, features, reviews, static web pages, and content built to get cited by AI search engines, one writer working in seven different registers depending on who, or what, is reading. That last one is a live approach, not a theory: it's exactly what I'm running at AllLeeds.com right now.
Most content teams optimise for the algorithm and hope a human reads it anyway. We build it the other way round.
WHY IT WORKS: confident, benefit-led, written to a peer.
Built for the drive, not the driveway. Room for the kit you'll actually pack, not the kit on the label photo.
WHY IT WORKS: short, sensory, one reason to buy per line.
Returns scale with how right you are, and so do losses, which most explainers leave until the small print.
WHY IT WORKS: plain, compliant, doesn't hide the downside.
A search for 'independent wine merchant' should not return five supermarkets before it returns you. Getting found by the right 200 people beats getting ignored by 2 million.
WHY IT WORKS: exact search intent, credible, regional.
Nobody follows an executive because their company had a good quarter. They follow because you said the thing.
WHY IT WORKS: sounds like the person, not a ghostwriter.
They lost it because the plan stopped working, and nobody on the touchline noticed for 11 long minutes.
WHY IT WORKS: pace, insight past the scoreline.
Leeds United's expected-goals record under the current manager isn't opinion. It's a number, sourced and dated, written so an AI engine can cite it rather than paraphrase and bury it.
WHY IT WORKS: specific, sourced, built to be quoted rather than summarised.
Not sure which fits? Click your business for the exact register, pulled straight from the examples above.
Not every job is a piece of writing. Sometimes the highest-value thing is what the writing does for how a business is perceived, or what it leaves behind in a team.
Hands-on sessions for content, SEO and marketing agencies who want their in-house writers producing work that actually ranks and converts. Built from 20 years across newsrooms and content teams.
Deeply researched, original analysis long enough and sharp enough that a reader finishes it thinking of your business as the one that actually knows this subject, and increasingly, the one an AI search engine cites rather than skims. I'm applying the same approach right now at AllLeeds.com, building it into the leading independent authority on Leeds United, with sponsorship and a stronger link profile as the goal.
Written specifically to build the traffic and topical authority that attracts paid placement and sponsorship interest, the same traffic value tools like Ahrefs estimate when link buyers decide what a site is worth paying to appear on. AllLeeds.com is being built on exactly this strategy.
The messaging house that keeps every channel saying the same thing, and the big idea itself when a campaign needs one, not just the copy underneath it. The Million Pound Goal campaign with Liverpool FC, which I helped shape at BetVictor, is the clearest example already on this page.
A typical path from first project to a standing part of the team. What starts as an Opening Brief often becomes a standing one.
One piece of work, scoped and delivered, no ongoing commitment. This is usually how it starts.
A fixed monthly scope, the way Snizl worked from 2017. Content becomes a standing part of the plan, not a one-off.
Training the in-house writers, shaping strategy, producing the flagship pieces directly. The BetVictor model, at agency scale.
The person who scopes the work is the person who writes it, and that never changes. Across two decades I've also built long-standing working relationships with some of the best specialists I know across design, development, SEO and translation, so a brief that needs more than copy doesn't stall waiting on someone new. On standing retainers, I cap the number of active clients I carry at once and agree cover in advance for holiday or illness, the same way I would with any client expecting reliable delivery.
Send me your site and one competitor you're tired of losing to. I'll send back a short, honest teardown: three places their content is beating yours, and exactly what I'd fix first.
PREFER TO SKIP STRAIGHT TO WRITER-TRAINING OR AUTHORITY WORK? EMAIL ME DIRECTLY.