Essex-based freight forwarders Barrington freight needed copywriting support for their website. As a result of my own website optimisation, they found me and got in touch.
Our collaboration began with several sets of website landing pages for road freight in the UK and across Europe – and a related in-depth online article about using direct express courier services to and from the UK. This work included the creation of unique pages for dedicated vehicle road haulage services to specified European countries. And for industry-specific logistics services, such as exhibition freight and ship spares delivery.
Whether you're in road haulage, freight forwarding, or other business fields, I can do the same for your business. Let's talk about your copywriting requirement.
Barrington Freight operates in a highly-competitive marketplace. It's an environment where dozens of large and small logistics companies compete to provide same-day, next day and longer-duration road haulage services between Europe and the UK.
Too often, there pages look similar and contain similar messaging. My challenge was to craft sets of unique pages with engaging copy carrying Barrington Freight's identified messaging. Naturally, whether for Switzerland or Spain, or ships spares and the film industry, I tailored the copy for each to the particular destinations and industries. I also researched and wrote a related in-depth blog article for the Barrington Freight website.
The secret lay in combining well-honed website and SEO copywriting skills with my ability to rapidly identify and assimilate numerous geographical- and industry-specific information. Research skills and understanding Barrington Freight's differentiators came into play here –as well as the ability to write quickly and fluently on diverse related topics.
Consider, for instance, the geographical landing pages. Differentiating Barrington Freight for identified keyword phrases (and associated page keyword sets) such as 'next day courier service to Germany' or 'exhibition freighting' demanded more than just generalised reference to aspects of dedicated road freight to Germany – or particular industrial sectors.
Instead, based on my brief, I researched a range of very-specific German-related references. These included details of diverse German destinations. unusual geographic references (such as Salzwedel, the German town furthest from the autobahn network) and judiciously placed German vocabulary. I then combined this information with Barrington's German service story and relevant mini case studies to shape the page content – and it works, with first-page results in Google SERPS pages.
The quality of copywriting, as well as its optimisation for organic search, is vital. That's because it supports the positioning of a business (in this case Barrington Freight). This raises the question of copywriting versus content creation... Okay, so website copy is website content, but I maintain that even on a humble-but-important landing page, there's no reason to sacrifice quality for mere quantity.
That, I'm afraid, is what happens all too often, which is why I'm not a great fan of the term 'content'. As a matter of fact, the term is correct. But too often, content is associated with quickly 'thrown together' commodity content – the stuff of 'content mills' and sites promising great website pages for $5 dollars!
Maybe it's because I was a traditional copywriter before getting involved with website and SEO copy in the 1990s. In my book, when I write for clients, every piece of copy must be properly researched and skilfully crafted writing. Not Tolstoy, I'd admit, but properly-written nonetheless. And always with careful attention to structure (awareness, interest, desire and action – AIDA), thorough checking for spelling, style and tone of voice, and heartfelt care for my client's messaging.
Like Barrington freight, your website landing pages might be about logistics, road haulage, freight forwarding or express courier services. Or perhaps they're about aviation and aerospace, automotive topics, engineering, the watch industry, travel or the other topics I regularly write about.
I offer in-depth experience and understanding of these and many other topics. Now combine this with my interest in every subject I write about (I won't write about subjects I'm not passionate about). As Barrington Freight knows, when I write for you, you get more than just a skilled professional copywriter. You get a skilled professional copywriter who's really interested in you, your business and your industry. It's a vitally important difference.
Imagine how your website would benefit from my skilled, experienced copywriting? If you know you need more than just 'cheap and cheerful' commodity content, we should talk.
I write properly researched, high-quality copy and it needn't cost the earth. Whether you need professionally written landing pages, online articles, blog posts or brochures, let's talk about your copywriting requirement – Barrington freight did.
'Engaging copy...more web enquiries...excellent results...pure genius as always.' – see what my clients say
Projects for clients facing similar copywriting challenges to you – read more
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