I turn complex language into user-friendly copy

Hi, I'm Sara :)

I specialise in making things make sense.

I'm a UX writer and creative copywriter with over 15 years’ experience creating B2B and B2C content for global audiences. I love working in cross-functional teams to solve complex user problems.

Most recently, I’ve led on copy for user journeys at Barclays and BT. I have a knack for turning corporate jargon and strict compliance requirements into clear, customer-first copy.

My background also includes 10 years as a creative copywriter and content manager in E-commerce, collaborating with CEOs, Art Directors and Campaign Managers to build 360° global campaigns.

UX writing

Clear, persuasive copy across app and web journeys to nudge audiences in the right direction.

Creative copywriting

High-impact, on-brand messaging for retail across digital campaigns, E-commerce and print.

Content strategy

Using SEO, A/B testing and user insights to strengthen campaigns and drive conversion, click-through and organic growth.

Recent UX projects

Barclays: how to remortgage

Structuring clear, reassuring digital journeys that help existing homeowners seamlessly transfer their mortgage to Barclays.

BT: launch of a network-as-a-service (NaaS) platform

Lead copywriter for a new cloud platform with intuitive, self-serve UI copy for network engineers.

Barclays: children's savings

Designing clear user journeys to help children and their parents discover and open Barclays youth accounts.

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BT Business: knowledge hub for network engineers

Transforming a vast archive of information into content that was easy to search, scan and download.

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Barclays: 'Refer a Friend' campaign

Driving organic user growth through customer advocacy and a word-of-mouth initiative.

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Barclays: international payments app journey

Crafting clear microcopy, error states, and step-by-step guidance to simplify payments and build user trust.

Customer communications

I also have two years' experience writing operational and service communications for Barclays customers.

I took dense legal banking updates and translated them into clear, reassuring copy across letters, emails and texts.

Mortgages

Customer's mortgage application, active mortgage account, or property financing status.

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Business banking

Flexible financing options designed to help companies fund growth, buy equipment, manage cash flow, or invest in property.

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Travel insurance

Communications for monthly add-on insurance packages for Barclays current account holders.

Creative copy projects

Roberts Radio: About Us

Positioning Roberts Radio as a British cultural icon rather than 'just a tech brand'.

Belling cookers Asia launch

Presenting the British Belling cooker brand as a premium offering in the China market.

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Morphy Richards: Home comforts

Crafting a campaign tone grounded in joy, comfort, and real-life balance instead of perfectionism.

Alice's Garden advertorial

Launching a new UK garden furniture brand with a double-page spread in Family First.

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Roberts x Amy Winehouse Foundation

Launching a debut charity collaboration.

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Nobody's Child lockdown campaign

Coming soon.

Here for more creative copy samples?

Good news - I have over 10 years' experience as a creative copywriter. I've worked on some weird and wonderful retail campaigns in my time across advertorials, landing pages, email, social, outdoor display, in-store display, product copy and lookbooks.

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Senior Copywriter