This is an example project to accompany my class, Digital Copywriting Basics.

I used website copy sent to me by my fictional client, Lois, who owns a flower shop called The Flower Yard. She sent me draft text for the 'About us' page of The Flower Yard's website and I edited it to make it clearer and more concise.

Before:

The Flower Yard is a flower shop in Leicester, conveniently located in the city's vibrant and colourful Cultural Quarter that was established in 2014 by local florist and entrepreneur, Lois Spires, who had her education at the Institute of Professional Floristry and already had over a decade of experience in the trade. Five years on, The Flower Yard is a byword for creative excellence. Lois also has a thriving business making and selling wooden puppets and puts on regular puppet performances at venues around the county.

Bespoke boutonnieres and ikebana arrangements are enthusiastically created by The Flower Yard to suit every floral taste, inclination and preference. It utilises only the best quality raw materials, so our customers can be assured that their flowers will look beautiful for longer and proudly purchases fresh Dutch flowers direct from the Netherlands and more exotic blooms from around the world.

The Flower Yard continuously tries to surpass each customer's expectations. Same day Royal Male Special Delivery for exigent and last-minute orders is offered. The Flower Yard takes the time to have a detailed discussion with each customer to find out what they require. The Flower Yard goes the extra mile to source the exact flowers needed to create the look our customers want and it doesn't matter if a customer needs a one-off birthday bouquet or a large-scale flora collection for an event, the same affable, knowledgeable service is received by all our customers.

Should you wish to find out more about our services, please visit the "our services" page of our website.

After:

The Flower Yard is a flower shop in Leicester, located in the city's vibrant Cultural Quarter. Local florist and entrepreneur, Lois Spires, established the business in 2014. Lois trained at the Institute of Professional Florists and already had over a decade of experience in the trade. Five years on, The Flower Yard is a byword for creative excellence.

At The Flower Yard, we create bespoke bouquets and artistic arrangements to suit every floral taste. We use only the best quality raw materials, so you can be sure that your flowers will look beautiful for longer. We buy fresh Dutch flowers direct from the Netherlands and more exotic blooms from around the world.

We strive to surpass your expectations. That's why we offer same day Royal Mail Special Delivery for urgent and last-minute orders. It's why we take the time to talk through what you need in detail. And it's why we go the extra mile to source the exact flowers we need to create the look you want. It doesn't matter if you need a one-off birthday bouquet or a large-scale floral collection for an event. You'll get the same friendly, knowledgeable service.

Find out more about our services.

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You can transform your own copy in this way using simple copywriting principles. To help you with your project, download the Clarify Your Copy Worksheet: http://tiny.cc/ClarifyYourCopy

Please let me know if you have any questions, either right here, on the Discussions board, or when you post your project. I’m looking forward to seeing your work!

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Take other classes in this series

Copywriting for Creative Professionals: Write Authentic Brand Copy (1h) - This niche copywriting class is just for creative entrepreneurs. Learn simple techniques to improve your marketing copy, so you have more time to spend doing what you love: https://skl.sh/3lmuQk0

Writing Advertisements: Copywriting Tips for Engaging Ad Campaigns (41m) - From crafting body copy and harnessing emotional copywriting to adapting your copy for different platforms. This class will boost your engagement and conversion rates: https://skl.sh/3snryTQ