01 — Project details

As digital copy lead at Virgin Media, I managed the copy side of things for a multimillion-pound web transformation project.

• I recruited and managed a brilliant copy team, and managed all aspects of copywriting.

• I had a lot of fun working with UXers, designers, product owners and project managers. Plus a couple of agencies.

• Agile was the name of the game, with stand-up meetings every morning to keep everything on track.

  Results: 23% increase in conversion, 24% decrease in call centre traffic.

02 — Creative process

More human headlines and banner copy

The pre-redesign headlines were formulaic and functional. I wrote new, benefit-led headlines and banners to help families and other multi-occupant households picture how fast fibre broadband could change their lives.

The new TV headline was 'Watch more of what you love'. I see the 'X more of what you love' formula everywhere now, for all kinds of products and services!

Making Help copy better and easier to find

The Help team wanted more people to find answers to their support queries online. My team worked with them to find out what information was missing. Then we got together with our UX colleagues to make sure the comprehensive new copy was easy to find and interact with.

Clearer UX copy to increase conversion

Working closely with our analytics and UX colleagues, we figured out where people were dropping out of the buying journey, then wrote and tested new microcopy (including hundreds of error messages) to reduce dropout and help people buy easily.