Great Copy
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Great copy? Saying what you want to say so clearly and convincingly that your audience is compelled to act. And I'm the freelance copywriter who can help you say it.

SEE MY PORTFOLIO

Brand voice & tone of voice

Maybe you have a new brand that needs a voice — or an old(er) brand that needs a refresh. Either way, as a tone-of-voice specialist, I can help you develop brand voice guidelines that are consistent, authentic, and built to last.

SEO & AI-optimised copy

It's not enough for your copy to be brilliant — it needs to be found. I write copy that ranks in search and gets recommended by AI assistants — keyword-rich, never robotic. And if you're already drafting with AI? I'll edit and humanise it so it sounds like your brand, not a bot.

Copy mentoring

Does your copy team need a little guidance? Whether they're junior copywriters finding their feet or experienced writers who just need an editorial eye, I've been leading and mentoring copy teams for 10+ years — and genuinely love doing it.

Got an idea that needs an additional brain? Chaotic briefs that need translating into something that makes sense creatively? Or just a busy period that needs an extra freelance copywriter? From advertising campaigns and content strategy to website copy, product descriptions, email marketing and CRM — I'm your gal. No hand-holding required, just quick thinking, speedy typing, and clever copy.

Campaigns, copy & everything in between

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HELLO, I’M SARAH — A HUMAN WRITER

16+ years of copywriting experience across digital marketing, creative advertising, and branding.

Easygoing and adaptable, I'm equally at home on a team as I am going it alone. A freelance copywriter based in London, I help retail, wellness, and luxury brands across the UK, EU and US say the right things in the right way at every touchpoint — from brand voice to website copy to email campaigns.

EMAIL ME
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Happy clients.

  • “Sarah is dedicated, personable and always slots into our team and processes with ease at The Online Studio - helping us to produce strategic, well-thought-out concepts and copy for diverse clients across multiple sectors. A pleasure to work with and a huge asset to any team!”

    Liam Duffy, Creative Director

    The Online Studio

  • “Sarah’s writing is stylish, considered and accomplished. Combined with the eye of an editor and the ability to think strategically, I actually asked Sarah to go for a more senior role in the team, and was delighted to offer it to her. Sarah is a brilliant creative and I’d jump at the chance to work with her again – she really would be an asset to any team lucky enough to have her.”

    Emma Hoddinott, Content Design Lead

    John Lewis

  • “Sarah is a talented writer, experienced tone of voice expert, conscientious brand guardian and enthusiastic team leader. Sarah works quickly, writes great headlines, generates oodles of creative ideas and will always challenge things that don't seem right. Sarah's sense of humour is also a great asset. She's commercially aware and has the versatility to absorb the tone of voice of any brand and hit the ground running. Snap her up before someone else does – she won't let you down.”

    Andrew Syer, Head of Copy

    Boden

  • "Sarah worked in my team as a copywriter and editor while I managed the Online Content Team at John Lewis in 2016. As Acting Editorial Manager for Home, Sarah was instrumental in developing the content plan for the Christmas inspiration & advice section of johnlewis.com. She was generous in helping writers in the wider copy team to improve their writing. We've all enjoyed the odd grammar debate instigated by Sarah! Sarah does whatever it takes to deliver on deadlines, confidently taking the initiative to tackle issues that spring up during the content production process (something I greatly appreciate in an editor!). I admire her passion to make things better and to move faster. Best of all, she is an inspiring person to be around and she's really nice to hang out with."

    Georgia Cameron, Senior Performance Marketing Manager

    John Lewis

  • I have had the pleasure of working with Sarah as her line manager while she was Senior Copywriter at TK Maxx. I say pleasure because she has the great skill of being able to manage multiple projects at once, high volumes of copy and the opinions of many stakeholders with ease, while still being a fun, upbeat team member. I feel confident leaving Sarah to man the fort knowing that nothing will get past her eagle eyes. An extremely talented writer with a precise style, engaging tone and eye for detail, Sarah is an asset to any team. From marketing copy and longform content to corporate texts and witty brand copy, her skill set is wide and she gives 100% to any task.

    Sheree Millington, Copy & Editorial Expert

    TK Maxx

  • "As my line manager at John Lewis, Sarah offered clarity and direction in her editing, as well as positivity and encouragement in her assessment of my copy. She's naturally engaging and communicative as a person, and writes with energy. I loved her enthusiasm for sharing inspiring copy and noticed she was always up-to-date on industry activity, which informed her clear-minded approach to content strategy. It's been a pleasure working with her!"

    Amris Kaur, Senior Copywriter

    John Lewis

  • Sarah is a strategically sound copywriter who makes light work of short, sharp copy, ensuring that TOV and brand presence is always top of mind. Every word hits the mark (and she's a joy to work with, too).

    Paige French-Austin, Senior Copywriter

    lululemon

  • "Sarah is an excellent writer. She was an asset to the copy team during the months she freelance with us at Boden. Perhaps more importantly, she was an absolute pleasure to work with ; friendly, good-humoured and more than able to taje initiative. I'd have her back in a heartbeat.

    Jennifer Woods-Blee, Head of Copy

    Boden

SEE MY LINKEDIN

New Look

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M&S

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John Lewis

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sofa.com

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Loaf

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BBB London

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Joseph

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THEM

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Whippet

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Adapt Worldwide

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Homesense

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Echo Finance

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Embodiment Unlimited

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Aspinal of London

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Protein

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Aquascutum

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Eichholtz

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New Look • M&S • John Lewis • sofa.com • Loaf • BBB London • Joseph • THEM • Whippet • Adapt Worldwide • Homesense • Echo Finance • Embodiment Unlimited • Aspinal of London • Protein • Aquascutum • Eichholtz •