Tag: copy writing

How to make a content job read like editorial

I would like to think I have the words for any subject.

That is, after all, the nature of life as a jobbing freelance writer.

So, when I recently found myself at Helsby High School [pictured above], talking about the surface of their sports floor, I didn’t bat an eyelid.

It was a copywriting job for a Cheshire-based company and I was there to bring more of an editorial flavour to the content for the website.

The answer? A case study-style piece based round a series of sub headings. The story needed a clear format and lots of direct speech to play up the human interest of the story.

Here’s a flavour of the final copy:

When Helsby High School, Cheshire, wanted a dual-use, versatile space for sports and community events, Sports Surfaces (UK) had the solution.

The new floor has a minimum lifespan of 15 years and is much easier, as well as cheaper, to maintain. More importantly, it has had a transformative effect on the school.

There are the health benefits to students of greater physical activity, plus increased engagement with community events, raising revenue for the school in the process.

“We have seen how both staff and students feel more confident with less likelihood of injury,” explains Helsby Facilities Manager Howard Woodfine.

“And we now have more enquiries from outside clubs, like touch rugby and cricket.”