Website copywriting for a Cheltenham mortgage and investment advice business

When I was asked to do website and SEO copywriting for Cheltenham-based Neil Gayler & Co., the key challenge was to emphasise the way this business understands clients' dreams and aspirations before proposing suitable mortgage and investment advice products and services.

A landing page and two websites

Working with Cheltenham-based website designer Hodder Online, the project consisted of content creation for an initial landing page as well as two (mortgage advice and investment advice) complementary websites.

After a thorough discussion with the Neil Gayler & Co. team, I generated a voice and tone, indeed, a whole story, for the new content that, while highlighting the benefits offered to their clients in Cheltenham, Gloucestershire and the UK, also demonstrates the way the team differentiates itself by buying into clients' non-financial aspirations before deploying its financial expertise.

Creativity, service and SEO content

Through a series of drafts and review meetings, I developed the copywriting to the team's satisfaction. Once complete, the content was submitted to their compliance specialists for approval and a minor amendments. These mainly involved required mortgage advice and investment advice disclaimers rather than changes to the copywriting itself. Hodder Online then incorporated my search engine optimised content into a superbly elegant website design.

Special challenges

• Meeting financial industry compliance requirements
• SEO copywriting requirement for keywords and key-phrases identified by the web designer
• Successfully capturing the subtleties of the unique Neil Gayler & Co approach
• Making mortgage services and investment advice exciting
• Responsiveness to quickly incorporate required changes during compliance submission – being based in Cheltenham certainly helped here

Yet again, my appointment as a website copywriter enabled the client's Cheltenham-based team to free-up valuable time for other activities that better utilised their unique skills – while I concentrated on the concept generation and copywriting.

Does your business copywriting keep getting pushed to the bottom of your to-do list? Just as I helped Neil Gayler & Co. and Hodder Online, I'm sure I can help get your website copywriting done, live and working effectively for you.

Whether you are based in Cheltenham or elsewhere, let's discuss your copywriting requirements. contact me now for your initial consultation.