– Website copywriting
– Case studies
SYSTRA, one of the world’s leading transport engineering and consulting groups, needed a new website for its UK business. The UK marketing team had devised a new site structure to better showcase the company’s services, markets and expertise.
I was commissioned to write content for all of the new pages, drawing on existing written material, cases studies and source information provided by subject matter experts. I ensured content was tailored for the target audience and search engine optimised (SEO) using key words and search terms.
I worked closely with the marketing team, using a content management platform to manage the process of information gathering, writing, approval and publication for the 150+ pages of the website. This ensured a smooth flow of large volumes of content from original data gathering through to publication on the live site.
Following the website project, I was retained by SYSTRA to write a continuing series of case studies, showcasing the company’s work on major transport projects across the UK and Ireland.
“Steve was brilliant to work on this expansive website content project; he understood the different dynamics at play including embedding traditional SEO practices. He wrote excellent copy taking on board significantly complex topics and was flexible in working with different content management systems and implementing subject expert feedback. He was able to make technical, challenging topics more digestible and engaging, yet maintain brand tone of voice and authority.”
Peter Orange, Digital Marketing Manager (UK & Ireland), SYSTRA
