Outdoor DIY


TOV development, SEO website copy, tagline, how-to guides


JACK is the new name for well-known outdoor DIY manufacturer Whites Landscaping Thinking Outside. They supply products and offer DIY inspo and advice.


I was initially asked to help develop the brand’s tone of voice (TOV) via a landing page while the site was being developed. They already had an idea that they wanted it to be young, fun and engaging. The main part of the project included 40+ pages of SEO-optimised web copy and a series of how-to blogs.


The project involved working closely with the Marketing Manager, Chris, to really nut out the tone of voice and then apply it to the copy. I was provided with a basic brand book and audience personas as a guide and the existing Whites website for detailed product info. All copy was created using SEO and UX best practices.

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