Freelance conversion copywriter — Margate, UK
Conversion copy, written by the principal.
I rewrite the homepages, landing pages, and pricing pages of B2B SaaS, fintech, and premium DTC brands — direct, senior, and without the agency overhead.
Currently booking two projects for Q1 2026. 30-minute strategy calls, paid against engagement.
By the numbers
Fourteen years, one principal, no juniors.
- 41.7% Average homepage conversion lift within 90 days of launch, verified across 84 engagements since 2019.
- 240+ Brands rewritten across B2B SaaS, fintech, legaltech, and premium DTC since 2011.
- 14 yrs Independent practice, founded after six years as Senior Copywriter at Ogilvy London.
- 4.97 / 5 Average client rating across 167 verified Clutch reviews. Net Promoter Score of 82.
Selected clients, 2019–2025
- Monzo
- PensionBee
- BrewDog
- FactSet
Selected engagements
Three rewrites, three different briefs.
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A category-leader in workflow automation, lifted homepage-to-trial conversion by 58% inside one quarter.
Founder briefed me on a Tuesday in March. We shipped a rewritten homepage, three landing pages, and a tightened value proposition by the end of April. The growth team attributed 58% of trial sign-ups in Q3 directly to the new copy.
+58% trial conversion, 90 days -
A consumer fintech rewrote its pricing page and shifted the average plan tier up by one notch in six weeks.
The original pricing page was technically accurate and commercially mute. After two weeks of research and a single sprint of writing, the new page reads like a considered editorial argument — and the average basket lifted accordingly.
+34% average revenue per user -
A 40-year-old premium spirits brand rewrote its flagship product page and recovered a generation of lapsed buyers.
The brief was unusually literary for an e-commerce brief. We wrote a long-form product page that reads like a magazine feature — and added 28% to PDP-to-cart in the first quarter after launch.
+28% PDP-to-cart, Q1 post-launch
Engagement values average £18,400; typical project length 4–8 weeks. References available on request.
A signature method
The Above-the-Fold Rewrite — a two-week sprint.
A fixed-shape engagement designed for founders who know the homepage is broken and want a senior rewrite — without the agency scoping document or the eight-week timeline. Four chapters. Two weeks. One senior practitioner.
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01
Audit & brief
Three days. I read every page on your site, interview three customers and two members of your team, and deliver a written diagnosis of where the copy is failing and why. You receive a one-page brief at the end of week one.
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02
Positioning & value proposition
Days four to seven. A tightened value proposition, three alternative headlines, and a documented narrative architecture for the homepage and three landing pages. One round of your feedback before drafting.
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03
Draft & delivery
Days eight to twelve. Four fully rewritten pages delivered in Google Docs with annotation, design notes, and a launch checklist. Handover happens on a 45-minute Loom so your designer can build without ambiguity.
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04
Launch & measurement
Days thirteen to fourteen. A 30-day measurement plan, a list of the four metrics that matter, and a written review at day 90. If the rewrite does not move the needle, I tell you why in plain English — and what we should do next.
Curious whether the sprint fits your team? Book a call →
A note on the work
The best conversion copy is not written by a team. It is written by one person who has read your product carefully, argued with your positioning, and refused to ship a word they would not defend in a room of paying customers.
Richard Giles — Senior Copywriter, Ogilvy London, 2005–2011. Independent since 2011.