Project Description
Client: The Calming Minds Project // Jess Cook Design
Project: Website copywriting for a new website
When: Summer 2024
Website: www.thecalmingmindsproject.com
Website Copywriting Portfolio
The Calming Minds Project (University of Exeter)
The Calming Minds Project (CMP) is a six-year research initiative at the University of Exeter, funded by the Wellcome Trust. It explores how Cognitive Behavioural Therapy (CBT) reduces repetitive negative thinking, such as worry, rumination, and overthinking, in adults.
This website copywriting project involved writing clear, accessible website copy to explain complex psychological research in plain English and encourage engagement with a wide public audience.
Project overview
The CMP team wanted a complete set of new website copy designed to:
- Attract and inform volunteer participants
- Translate complex CBT and mental health research into accessible language
- Build trust with a broad adult audience
- Support a long-term academic research programme
Working alongside website designer Jess Cook, I developed the full set of website copy from scratch, for clarity, consistency, and accessibility across all pages.
Website copywriting requirements
With all-new website copywriting needed for every page across the new site, the copy requirement came down to the following pages:
Core pages
– Main Home page
– Take part (including FAQs)
– Lived Experience Advisory Panel (for people with lived experience of RNT who will guide and shape the project in the future)
Supporting pages
– About the project
– About the team
– Find support (mental health support resources)
– Publications (showcasing several research papers from the CMP team)
– Who we work with (the CMP collaboration between world-leading institutions and academics)
– News
I started by writing the home page for the team’s approval on copy style, tone, structure, and readability, then did the same across the rest of the site. SEO was a low priority for the CMP, as they planned to build awareness of the site through the University and social media campaigns.
The copywriting challenge
The biggest challenge wasn’t understanding the research – it was making it accessible and readable. The subject matter centred on Cognitive Behavioural Therapy (CBT), repetitive negative thinking (RNT), and ongoing academic research, but the audience wasn’t academics. It was members of the public aged 18 and over who might be interested in taking part. So the content needed to balance:
- Academic accuracy
- Accessibility and plain English
- Trust and credibility
- Clear calls to action to take part
There was also initial pushback from stakeholders for a more formal tone., but the main audience was the general public aged 18 and over. So the copy needed to satisfy the subject experts and everyday readers without becoming overly technical.
My approach
The biggest challenge wasn’t writing about the research itself. It was making technical psychological concepts understandable for people with no clinical or academic background.
Rather than simplifying the science, I focused on turning it into plain English while keeping the accuracy and credibility the research team needed. Every page was carefully structured to help readers take in information naturally, with a consistent tone of voice throughout the site and clear calls to action encouraging people to take part in the project.
Throughout the process, I worked closely with the project manager and stakeholders, balancing academic feedback with the needs of the people the website was actually written for.
The results
Once the Home page had been approved, the same tone, structure, and writing style were rolled out across the rest of the website, creating consistency across each page.
The finished copy successfully explained a complex research project in language the general public could understand while maintaining the authority expected from a University of Exeter research programme. It also supported the project’s volunteer recruitment goals and gave the design team a clear, well-structured content framework for the final website. With the illustrations and site page designs approved by the CMP, Jess created the stylish website you can visit now, launched in September 2024.
Client feedback
“The whole team here are super impressed with the work and copywriting Graeme provided, which, given a previous lack of knowledge on the subject is made more impressive. It’s been a real pleasure to work with Graeme and DropCapCopy on this, and I would highly recommend.”
Martin Howard
Research Project Manager – The Calming Minds Project
Website copywriting for complex topics
This website copywriting portfolio project is a good example of how clear, structured website copywriting can make difficult or technical subject matter accessible to all without losing meaning or credibility.
Whether you’re explaining research, professional services, technical products, or specialist expertise, I can help turn complicated info into website copy that’s easy to understand, engaging to read, and written around your audience.
Explore more projects in my copywriting portfolio to see how I work with different industries, audiences, and tones of voice.
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 clear, engaging website copy that helps grow 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.
