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Keyword research, brand copywriting, tagline, SEO website copywriting

Creative Partners

KO Studio


Leader Evolution is a new brand created by Dr Brendan Smith. It takes leadership, team and culture training to a new level by taking a proven science and psychologically-based approach.


The job came through creative agency KO Studio. My brief was to develop the brand copy (mission, vision, brand personality, tone of voice and tagline, and write copy for the new SEO website, including producing a keyword report. Initially, the website included a single service page, but we recommended adding separate pages to improve the user experience and boost SEO.


Brendan is an intellectual guy with a clever sense of humour and strong experience. He’s an innovator in his field. My approach was to focus on bringing this out in the tone of voice, with slightly off-beat language, unique insights and clever, sharp but clear vocab and phrasing. The website copywriting was a collaborative process to ensure I really extracted his knowledge.


After finishing the website project, Brendan contacted me to ask for ongoing help with his blog content. He engages me for two hours a month to discuss contact strategy, SEO and to edit and optimise his blogs.

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