Here’s what happened when a housebuilder found a freelance copywriter on LinkedIn

“Tom is a very talented writer. I would happily recommend his services to anyone who requires website copywriting.”

David James Managing Director
Blackthorn Homes Ltd

Who are Blackthorn Homes?

Have you ever driven past a property and thought, “cor, I’d love to live there one day”? Chances are, you’ll have the same reaction when you see any property built by Blackthorn Homes.

For over five years, David James has been responsible for the planning, design, and construction of some seriously stylish houses across the home counties. 

I’d honestly love one. Any one. Even the smallest one.

One day, Tom. One day!

Anyway, with David busy managing everything on-site, he needed someone to take care of his digital presence – and that’s where I came in.

Here’s what happened…

What did they need?

During the briefing stage, we established Blackthorn’s website copy needed to cater for two target audiences: property buyers and landowners.

We also discussed how we could position ourselves away from national development companies, creating a more personalised feel to the copy with a little tone of voice magic.

Finally, because of the nature of the website, we agreed image hierarchy would be a stronger fit for most pages, with short bursts of copy complementing the design to bring everything together. 

Lovely stuff, let’s get going…

What I did.

After sending several tone of voice samples to David, we settled for something amiable and assuring – with a generous helping of exclusivity.

Various inner-circle copywriting tricks were weaved into the copy to create a personalised reader experience. Things like:

•    swapping ‘features’ for ‘benefits’ 
•    strategically using the word ‘you’
•    using contractions such as ‘you’re’ instead of ‘you are’
•    keeping sentences tight and engaging
•    including clear calls to action

(I’m not sure I should’ve shared those copy secrets with you. Just keep them to yourself, okay? Or else I might get the boot from ProCopywriters.)

Anyway, here’s the final version incorporated with a beautiful bespoke design by Madison Web Solutions.

Blackthorn Homes Ltd 

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