The Copywriting Studio
Specialist copywriting for legal, recruitment and travel.
Words are easy. Knowing what to say is harder.
clients include
- Expedia
- JMC Legal Recruitment
- Milnes Legal
- Manjula Bray
- National Rail
- Thistle Hotels
- TravelSupermarket
- Your Nature
- The Clermont
- Wotif
- IES Abroad
Selected work
01
Legal and recruitment
Research-led writing for JMC Legal Recruitment on law, lawyers and the changing legal market.
Six years with JMC Legal Recruitment means knowing the sector and finding fresh angles within it. Website messaging, researched articles and LinkedIn content are built around the people they need to reach. SEO research shapes the content. Audits show where it’s earning its keep and where to focus next.
Executive search: framing the offer
Positioning, page structure and SEO targeting to make JMC’s executive search offer distinct and guide the right clients towards a confidential conversation.
The £60 Million Lawyer
Research-led analysis of US-style partner pay and what it could mean for London’s legal market.
A clearer offer — Manjula Bray
Website copy and page structure explaining an executive coach’s offer to legal professionals and career changers.
02
Travel and hospitality
Travel copy that finds the character of a place and makes readers wish they were there.
The brief starts with search intent and keyword research. The writing gives readers somewhere to go: Finland’s lakeside summers, London’s literary corners or a birthday escape by train. Local detail brings each place to life. Practical advice helps turn interest into a plan.
TravelSupermarket
Finland holidays
Northern lights, lakeside summers and the practical details that help readers decide where to stay and when to go.
The Clermont
Literary London
A hotel’s neighbourhood through its literary connections, from Dickens’ Old Curiosity Shop to the writers and characters of London’s pubs.
National Rail
Cheers to 60 Years
Six birthday escapes for six different interests, connecting travel inspiration with a reason to use a Senior Railcard.
03
Specialist businesses
Copy that gets to grips with your business and gives people a reason to choose it.
Different businesses need different explanations. Kilsaran’s client stories show how financial advice applies to real decisions. Your Nature’s website and packaging tell the story of a father-and-son business and its products. For Tai Chi Nick, the website and copy explain how people can learn online.
Kilsaran Financial Planning
Financial advice, made human
Website copy and client case studies that explain financial planning through the decisions, worries and priorities of the people it helps.
Your Nature
From brand story to packaging
Brand story, website and packaging copy for a Bristol father-and-son business, pairing its environmental ethos with a playful product voice.
Tai Chi Nick
Taking tai chi online
Website build and copy that introduce Nick’s teaching, explain the membership options and help newcomers get started at home.
Notes from the Studio
On words, websites and how they work together.
Is your website using its posh telephone voice?
Most website projects start with the wrong question.
In their words
Despite high volume and quick turnarounds, Jo’s work is always top quality and delivered ahead of schedule.
Natalie Walford
Worked with Jo at Melt Digital on Expedia content
You just got me and you found my voice! I don’t know how you do it, but it’s spot on.
Stephanie Beddis
Kilsaran Financial Planning
We have noticed that we have seen an uplift in social media traffic since working with her. She does a great job and really takes the time to get to know us, in order to ensure the content is getting results and is of the right tone.
Jason Connolly
JMC Legal Recruitment
How I can help
New copy or a fresh look at existing content. I help you work out what to say, then write or edit it.
Finding the angle, checking the facts and shaping the message around the people you need to reach.
- Copywriting and content
Website copy, researched articles, product descriptions and social posts. - Editing and content development
A sharper angle, better structure and a consistent voice for existing pages, rough drafts and AI-generated content. - SEO research and content audits
Search intent, keyword research and reviews of existing content to identify issues and opportunities.
Have a brief in mind, or content that needs a rethink?
hello@thecopywritingstudio.co.uk
Need the website as well as the words? Explore Hurst Studio