Project Description

Client: Sherwoods // SPS Marketing & Design
Project: Website copywriting for site refresh
When: Spring 2024
Website: www.sherwoodsonline.co.uk

Website Copywriting Portfolio

Sherwoods Facilities Management

Sherwoods is the South West’s leading provider of smart and sustainable facilities maintenance services. Following a major business rebrand, the company needed a completely refreshed website that reflected its new identity, growing service offering, and more than 50 years of commercial success.

This website copywriting project involved writing clear, engaging website copy that positioned Sherwoods as an experienced facilities management provider while supporting a modern website redesign and improved customer experience.

Project overview

Following its rebrand, Sherwoods wanted a new website that would:

  • Reflect its refreshed brand identity
  • Clearly cover its expanded service offering
  • Improve user experience across the site
  • Build trust with commercial customers
  • Showcase over 50 years of industry experience

Working alongside the team at SPS Marketing, I developed website copy that matched the new branding while creating a consistent tone of voice throughout the website.

Website copywriting requirements

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

Service pages
– Facilities management
– Five specialist FM service pages
– Projects & Refurbishments
– PPM & Compliance
– Proactive Maintenance Visits

Supporting pages
– Home
– About Us
– Join Our Team

I started with the main FM page to set the copy style, tone, and structure before taking the same approach across the rest of the website. SEO was a low priority for Sherwoods as their history, track record, and market position speak for themselves. So once approved by Sherwoods (“It’s a thumbs up from us!“),  I continued with the remaining pages in the same style. After reviewing all the pages, Darren and I met with the Sherwoods team to discuss comments, feedback, and minor revisions.

The copywriting challenge

Sherwoods already had an outstanding reputation within the facilities management sector. So the challenge wasn’t creating credibility, it was communicating decades of expertise they have in a way that felt modern, approachable, and in-line with the company’s new brand identity. The copy needed to:

  • Reflect the company’s professional reputation
  • Explain specialist services clearly
  • Appeal to commercial decision-makers
  • Maintain consistency across multiple service pages
  • Complement the new branding and website design

Like many long-established businesses, there was also a huge depth of knowledge and experience to get across without overwhelming the reader.

My approach

Thanks to SPS, Sherwoods had recently finished a major rebrand, so the website copy needed to reflect the company’s long-established reputation as well as its bold new identity.

My focus was on creating a confident, approachable tone of voice while making complex facilities management services easy for potential customers to understand. Every page was focused on the challenges customers face rather than Sherwoods’ processes, which created a more engaging user experience while keeping consistency across the whole website.

Throughout the project, I worked closely with both Sherwoods and SPS Marketing, refining the copy through collaborative feedback until every page reflected the business and its services in the most accurate way.

The results

Once the Facilities Management page had been approved, I used the same writing style and messaging across the rest of the pages, creating a consistent tone of voice  throughout.

The completed copy helped bring Sherwoods’ refreshed brand to life online, clearly delivering their range of facilities management services while supporting the company’s position as one of the South West’s leading FM providers. Following final approval, the content was handed over to SPS Marketing for site population, and the redesigned site launched successfully in February 2024.

Client feedback

“Special thanks to Graeme for his comprehensive and inspiring approach. The process wasn’t just about building a website — it was about crafting the story of our team and we are super proud of the finished product! For those embarking on any upcoming projects or those types of tasks, don’t hesitate to connect with Graeme.“

Kevin Wiltshire
Contracts Director – Sherwoods

Website copywriting for commercial businesses

This website copywriting portfolio project shows how well-written website copy can help established businesses get their expertise across more clearly, strengthen their brand positioning, and create a better online experience for prospective 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 your existing copy?

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

Book a free 30-minute powwow 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.