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

Website Copywriting Portfolio

progressive

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

Following the Progressive company brochure copywriting project, I was also brought in to write the copy for their new website, covering more than 50 pages. 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
• Reinforce their history, track record, and market position as a go-to contractor

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 across both key service pages and supporting pages, including:

– x 8 parent/intro service pages
– x 42 service pages
– Home page
– 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 the service pages to between 150-200 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.

The copywriting challenge

With more than 50 pages to write, consistency was crucial. Each page needed to communicate the service clearly without repeating the same messages, and still sound unmistakably like progressive.

There was also a lot of technical and industry knowledge to get across. The challenge was to make specialist services easy to understand without losing the expertise and experience behind them. The copy needed to:

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

My approach

I started with two new service pages, using them to create the writing style, tone, structure, and level of detail for the site as a while. Once these were approved, I used the same approach across the other service and supporting pages. Given the size of the project, this helped keep the copy consistent while allowing each page to focus on its own service or purpose.

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.

Claire then 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 website 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. The new copy also brings the company’s brand voice across the site, creating more consistency for prospective customers.

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.