Case study #1

Company: PayingTooMuch (Staysure Group)

Responsibilities: Rebrand, tone of voice creation, content design (UX), SEO optimization, funnel marketing, full website rewrite

Project

The PayingTooMuch brand needed a refresh. Its tone of voice was inconsistent and lacked emotional connection, while the website struggled with low organic traffic and poor user experience.

Process

I helped redefine the brand’s tone of voice to resonate more deeply with our audience. Instead of focusing on product facts, we leaned into feeling – the ease of travelling stress-free, and the reassurance of being covered even with pre-existing conditions.

Through customer research and review analysis, I identified that our messaging needed to be human-first, not customer-first.

Alongside this, I rewrote and optimized all website content for SEO and usability, ensuring strong structure, clear hierarchy, and targeted keywords. This including more FAQ sections to target long-tail keywords, creating new landing pages for high ranking keywords (such as Travel Insurance for over 70s).

Collaborating with UX teams, I used data insights to refine the buying funnel, simplifying language, adding helpful information buttons, and reducing friction at key drop-off points. During the redesign of the website, I once again collaborated with UX teams to ensure the new copy and design elements aligned.

Results

Within two months, we ranked on Google’s first page for multiple key terms, significantly increasing organic traffic. Funnel abandonment dropped by nearly a third, resulting in measurable improvements in conversions and user satisfaction.

Case study #2

Company: Gleeds

Responsibilities: Project management, cross-channel campaigns, press releases, social media, video, website copy, internal communications, stakeholder and charity partner management

Project

Within the built environment, social value and community impact are key considerations for clients. Gleeds wanted to strengthen its credibility in this space by showcasing its commitment to giving back, highlighting the work of the Gleeds Foundation and its charity partners.

Process

The campaign unfolded in two phases.

Part One focused on producing the Gleeds Foundation Annual Report, a comprehensive piece highlighting the charity’s impact and partnerships. I project managed the report from start to finish, reviewing and editing copy for tone and consistency, collaborating with design teams and stakeholders, and overseeing final publication across internal and external channels.

Part Two launched the new Gleeds Foundation charity partners. This phase included developing new website copy, writing a media release for the Gleeds site, and coordinating with PR agencies on an external press release. I also managed video content, creating six videos in total that introduced our charity partners, including both long-form and social edits for YouTube and LinkedIn. To maximize reach, I wrote ghost posts for senior stakeholders and coordinated internal communications to encourage engagement across the company.

Results

The Foundation report achieved the highest open rate of any to date, and the campaign’s social media posts received exceptional engagement across platforms. The launch also secured media coverage, raising the Foundation’s visibility and reinforcing Gleeds’ commitment to social responsibility.