My name is Caroline White and I specialise in plain English and the art of clear communication.

I’ll create compelling copy for your website, liven up your marketing materials or show you how to reach the right audience with your social media campaign – all using plain English. This will help broaden your appeal.

I can also help you develop the right tone of voice for your business and uncover the stories that will make people want to read more about you.

What makes compelling copy?

Good copywriting isn’t about intelligence. Clever people don’t necessarily make good writers. It isn’t about big words either, they just alienate your audience – and that’s the last thing you want to do.

Good copy is easy to read and speaks to the reader on their own terms. It should be friendly but professional and convey its message clearly and concisely.

To get the best results it’s important to know who your readers are (or who you want them to be). Your words should be tailored to the needs and expectations of your audience.

The kind of stuff I do:

Copywriting

website copy
SEO copy
blogs
white papers
tweets
newsletters
adverts
brochures

Journalism

news
features
online
print

Social media

strategy
branding
communities
engagement
marketing campaigns
tone of voice

Report writing

research
annual reports
technical reports
academic reports

Click on the logos below to see some of my work, or go to the Projects section of this site.

journalism.co.uk logo

The Guardian logo

nhs logo

visa logo

microsoft logo

Brighton and Hove Chamber of Commerce logo

The Improvement And Development Agency