As lead copywriter at B&Q from September 2011 to July 2012 (when I moved back to Wales, and established myself as a freelancer) I was responsible for all copy on diy.com, the largest home-improvement ecommerce website in Europe.
But, as I didn't have time to rewrite the many hundreds of thousands of pages of product copy already live when I joined the company, I was also tasked with changing the culture in the multichannel team: advocating for, educating about, and creating guidelines and process to ensure the creation of better quality web copy.
I started by assessing the existing state of content across the site, and the processes involved in creating it. I then set about creating tone-of-voice guidelines and processes and conventions for the online merchandising team, who were responsible for the majority of publication of new product pages on to the website. I then worked with the sales team (responsible for landing pages, category pages, and the homepage) as well as the design team, the social media team, and the email marketing team, to ensure the approach I'd established in the creation of product-page copy was rolled out across the wider website.
I also worked with UX contractors who were developing the company's first app, and with special project teams on creative concepts for community tool-sharing initiatives, and with the sister company TradePoint's marketing team to develop a unique trade-focused tone-of-voice document based on the one I'd already created for the B2C teams.
Here's a small sample of email marketing copy, and a few other bits and bobs:
Affiliate marketing copy rewriting:
Facebook ad copy:
From product-pages copy guide (internal doc):
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