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changing the way the
world deals with death
Farewill are a tech start-up with a mission to make death, from wills to funerals, easier and more personal.
As an in house writer I worked across marketing and product to champion jargon free writing that was solving user problems and building loyalty across copy, content and UX design. Have a look at some of the work I'm most proud of below.
SEO THAT PUSHED PRODUCT
I kept my SEO keyword and writing skills sharp.
I managed a team of freelancers, created writing briefs with SEO best practice built in and delivered 50 high quality pieces of longform content in 3 months.
It pushed our wills product into 1st place on google search 💪
A few of my highest performing articles included Everything you need to know about Woodland Burials, Funeral Processions & What is embalming.
EMAIL CAMPAIGNS
that delivered
I led creative ideation and execution to help overcome a historic December time slump in wills sales. The resulting email campaign and content contributed to Farewill's most successful December for direct to consumer wills sales ever.
social content that
built a brand
As a founding member of Farewill's content marketing department we doubled our instagram following and our twitter impressions in a couple of months.
We focused on content that would build brand trust and awareness by partnering with charities, sharing data insights and consoling those going through grief.
Some pieces of social content I loved were our Year In Giving twitter thread which explored legacy giving trends and a Meet the Expert instagram carousel from a partnership I led with Stonewall and GIRES.
This partnership also delivered some of our most impactful content; guides for LGBTQIA+ people looking to write their funeral wishes and will that drove a 10k organic reach across social.
CONTENT DESIGN THAT
USERS LOVE
I worked closely with designers and researchers to create products that were easy to use and took care of people during life's hardest moments.
This meant having an eagle eye for legal and funerals jargon, championing our tone of voice and putting myself in the user's shoes.
A project I was really happy with was working with a designer to integrate calendly into our telephone wills. We saved 15 hours of operations time a week and improved telephone wills prospect to sale by 33%.
AWARDS STRATEGY
THAT KEPT ON WINNING
I ran awards at Farewill for over a year.
In that time I revamped our awards strategy to hit three core aims: building trust and credibility with customers, attracting top performing candidates and signalling to investors that we're ones to watch.
I also revolutionised our processes making it faster and cheaper to win, leading to Farewill winning 9 awards in 6 months. Our most successful period ever.
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