Fresh Egg
Writing authoritative, accessible guides about personal finance.
Fresh Egg is a digital marketing agency that builds and optimises websites.
They engaged me as a content writer for a financial services client. I created a series of educational articles which formed a content hub to support a key product. The work was well received: they came back to me to write a second set of articles for another product.
What the work involved
Photo by Towfiqu barbhuiya on Unsplash
Writing the content is just one part of the process. Here are the steps I followed to produce deliverables ready for client sign-off:
Understanding the content objectives, target audience and products to support.
Assessing the strengths and weaknesses of competitor content.
Mapping the content to users’ search intent by directly answering top-of-funnel queries about financial topics.
Applying content design thinking to the structure, layout and presentation of information to improve understanding and engagement.
Writing clear, authoritative content in accessible language, aligned with the client's Tone of Voice.
Optimising each page for target keywords, following Google’s E-E-A-T principles.
Crafting CTAs to guide users through the conversion funnel.
Checking that all messaging is accurate, compliant and on-brand, and refining as needed.
Alex is an absolute pleasure to work with - lovely and friendly, clear and regular communication, excellent quality of work meeting the briefs set, and going over and above in terms of deliverables.
She was also very flexible to our needs, which was a real help. I would highly recommend Alex to anyone looking for support with content creation, research and strategy.
— Nicola Moody, Project Director at Fresh Egg