Portfolio: The Financial Times — ‘About us’

Project overview

July — November 2010

The ‘About us’ section of the FT.com website was being updated and the content migrated from its current CMS to the WordPress platform.

The copy needed reviewing and rewriting or editing to make it as informative and engaging as possible. It also had to be ‘SEO friendly’.

Visit the FT.com ‘About us’ website.

Tasks

Rewriting and editing content (body text, meta data such as <description>, alternative text, ‘micro copy’). Producing ‘web friendly’ content that was accessible, usable and optimised for both people and search engines. Uploading and editing content using the WordPress CMS, and providing support to the client on related queries (e.g. HTML coding to format text).

Example: ‘Corporate Responsibility’ landing page

(Click on the image for a larger version.)

Contact me to find out more about this project or to talk about working together.

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Keep it simple

I’m a big fan of plain English on websites for a wide variety of reasons, most of which boil down to reaching the widest audience possible. While there are of course instances where more flowery language is appropriate, communicating important information is not usually one of them.

So if there’s an easier way to say something, use it. And this is what went through my mind as I was browsing the Climate Action website today, when I saw its strapline:

Assisting business towards carbon neutrality

As the platform is produced in partnership with the United Nations Environment Programme (UNEP), I think it’s fair to assume the target audience is at least Europe-wide. The majority of those people will speak English as a second language.

Even though English is my native language, I still need a split second to unravel the meaning, which isn’t ideal. In addition, the wording has a distinct whiff of ‘corporate speak’. I think the following is clearer while …

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Fix-It Friday (No. 3): Energy Institute

Fix-It Friday is a series of posts where I show how a website page can be improved by applying a few web copywriting principles. My primary aim is to make visitors’ lives easier.

Within just an hour, it’s possible to make a page more readable, accessible and search friendly. I also explain what else I’d do if I had more time. Look at the difference a web copywriter can make!

The Energy Institute (EI) is the professional body for the energy industry. It develops and shares knowledge, skills and good practice, while supporting over 14,000 individuals and 300 companies across 100 countries.

The EI website looks great — modern, fresh, professional and easy to navigate. I’m going to look at its ‘About us’ page from a web copywriting perspective.

Web page before (image) Good points Could do better Web page after (image) Fixes made in one hour If I had more than an hour, I’d…

Web page before

(Click on the image for a …

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Fix-It Friday (No. 2): World Economic Forum

Fix-It Friday is a new series of posts where I show how a website page can be improved by applying a few web copywriting principles. My primary aim is to make visitors’ lives easier.

Within just an hour, it’s possible to make a page more readable, accessible and search friendly. I also explain what else I’d do if I had more time. Look at the difference a web copywriter can make!

The World Economic Forum (WEF) is an independent, not-for-profit and international organisation. Its aim is to improve ‘the state of the world by engaging leaders in partnerships to shape global, regional and industry agendas’.

I’m going to look at the WEF’s ‘Social media: Twitter’ page from a web copywriting perspective.

Web page before (image) Good points Could do better Web page after (image) Fixes made in one hour If I had more than an hour, I’d…

Web page before

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