The Institute of Civil Engineers Benevolent Fund needed a freelance copywriter to provide clear, consistent language across its new website.
As a freelance copywriter in Cambridge, I’m used to working closely with designers and keeping to a detailed brief.
For the ICE Benevolent Fund, I was brought on board to create content for all sections of the website. Plus, a series of leaflets for print and digital.
Undergoing a new brand identity, the organisation wanted to become more relevant and meaningful to its audience.
I crafted concise, approachable copy to better demonstrate the warmth, value and uniqueness of the service.
Then, I placed greater emphasis on real-life case studies. Using real people and the relatable stories behind them, helps to illustrate the practical benefits of a service. This in turn, helps increase engagement.
Finally, all jargon was replaced with crystal-clear, conversational copy.
The website now effectively communicates the benefits of the Fund, encouraging more of its target audience to get in touch.