Client: progressive // Bakerbrand
Project: Website copywriting for site refresh
When: Spring/Summer 2026
Website: https://weareprogressive.co.uk

Website Copywriting Portfolio

progressive

progressive is the premier roofing and cladding contractor in the South West. Following a corporate restructure that brought two sub-brands under one roof, they needed new website content that reflected their growing service offering and more than four decades of commercial success.

This website copywriting project involved writing engaging copy with a clear brand style and tone of voice that built on Progressive’s reputation as an experienced roofing and cladding contractor and supported the site redesign.

Project overview

Following its website rebrand by Bakerbrand back in 2022, progressive needed both new and revised website copy that would:

• Clearly cover its expanded service offering
• Improve user experience across the site
• Build trust with commercial and industrial customers
• Showcase over four decades of industry experience

Working with project lead and branding specialist Claire Baker, I followed tight brand and tone-of-voice guidelines to create website copy that matched the progressive brand and how they wanted to sound throughout the site.

Website copywriting requirements

The project involved writing a complete set of website copy for the site, including:

Service pages

– x 8 parent/intro service pages
– x 42 service pages

Supporting pages

– Home
– Our Services (parent)
– About Us (parent) and x 5 child pages
– Work With Us (parent) and x 4 child pages
– CTAs throughout

For all pages, brevity was key. Given their experience, progressive had a wealth of knowledge to get across without overwhelming the reader, so we capped it at ~150 words per page.

I started with two of the new service pages to set the copy style, tone, and structure before taking the same approach across the rest of the service and supporting pages. SEO was a low priority as their history, track record, and market position had already made progressive the go-to contractor in this sector.

The copywriting challenge

progressive has an excellent reputation within the roofing and cladding sector. So the challenge was getting across the decades of expertise they have in other areas in a way that sounded like them and was in line with their brand identity. The copy needed to:

• Explain new specialist services clearly
• Appeal to commercial decision-makers
• Stay consistent across multiple service and supporting pages
• Complement the branding and site design

My approach

Once the initial two service pages were approved, I used the same writing style and messaging across the rest, including the supporting pages, creating consistency throughout the site.

Throughout the project, I worked closely with Claire to refine certain areas of the copy. She was a great second pair of eyes here as, having worked closely with the progressive team before, she was able to give excellent feedback on what copy definitely did or potentially didn’t work.

After reviewing all pages section by section, Claire shared them with the progressive team for collaborative comments, feedback, and minor revisions until every page reflected the business and its services in the best way.

The results

The completed copy clearly delivers progressive’s increased service offering and supporting information while reinforcing the company’s position as the South West’s premier roofing and cladding contractor.

Following final approval, the content was handed over to Bakerbrand for site population (alongside new images and page layouts), and the refreshed site launched successfully in September 2026.

Client feedback

“Graeme was great to work with. He quickly understood our business and produced copy that really captured who we are. I’d happily recommend him. Thanks from the team at progressive!“

James Rayner | Director – progressive

“Graeme came recommended to me by a fellow Creative Director. He picked up the brand voice guide and the brief and ran with it, checking in with myself and my client throughout the project to get the job done. Nothing is too much trouble. Nothing. Graeme is easy to work with, incredibly reliable, and an all-round great guy.”

Claire Baker | Bakerbrand

Website copywriting for commercial businesses

This website copywriting portfolio project shows how well-written website copy that follows a strong tone-of-voice guide can help businesses get their expertise across clearly, strengthen their brand positioning, and create a better online experience for customers.

Whether you’re refreshing your brand, launching a new website, or expanding your services, I can help create website copy that’s clear, persuasive, and built around your audience.

Explore more projects in my copywriting portfolio to see how I help businesses across a range of industries and sectors.

Let’s talk about your website copywriting project

Planning a new website or refreshing the copy on your existing site?

If you’re looking for an experienced website copywriter to write engaging, customer-focused website copy that supports your business, I’d love to hear about your project.

Book a FREE 30-minute call and let’s talk about how my website copy can help your business stand out. Contact me or email me at write@dropcapcopy.com today to have a chat about your project.