Project Description

Client: Unicorn Construction
Project: Blog copywriting
When: Spring/summer 2023
Website: www.unicornconstruction.co.uk

Blog Copywriting Portfolio

Unicorn Construction

Unicorn Construction is an independent construction company based in South Devon. Their primary target audience is residential clients, with a focus on delivering high-quality building projects, from new builds and extensions to renovations and conversions.

This blog copywriting portfolio project involved writing a series of long-form, evergreen blog articles created to answer common customer questions, demonstrate the company’s expertise, and support its long-term content marketing strategy.

Project overview

Unicorn wanted a series of informative blog articles that would continue to attract and educate prospective customers long after publication. The key objectives were to:

  • Inform potential clients of their expertise and knowledge
  • Build trust and credibility with homeowners planning building projects
  • Answer clients’ frequently asked questions in plain English language
  • Create evergreen content that drives site traffic and generates leads

Working with MD Phil Rivers and drawing on his background information, I developed six in-depth blog posts, publishing two per month as part of an ongoing content plan.

The challenge

Unicorn already has an excellent reputation in the region’s construction sector, so the challenge wasn’t to create credibility. Instead, the goal was to communicate their years of expertise and knowledge in a way that homeowners could easily understand. Construction can have a lot of technical language, regulations, and industry terms, so every article needed to explain the subject clearly.

The content also needed to reassure potential customers that they were dealing with experienced professionals while remaining approachable and genuinely helpful rather than sales-led.

My approach

Phil supplied topic ideas along with detailed notes drawn from his own experience working with residential clients. That gave us an excellent foundation for every article. Having a clear idea of the direction the client wants to go in really helps any project.

My role was to shape that expertise into engaging blog content that felt informative, conversational, and easy to follow. Rather than simply presenting information, each article was structured around the questions homeowners are most likely to ask when planning a building project.

Throughout the project, Phil reviewed each draft, allowing us to refine the content while ensuring every article reflected Unicorn’s knowledge, experience, and tone of voice.

The results

Once the first blog had been approved, the same tone and style were used to create consistent content.

The finished series gives Unicorn a collection of evergreen resources that continue to support prospective customers during the research stage of their build project. Each article demonstrates the company’s expertise, answers genuine customer questions, and reinforces its reputation as an experienced and trusted construction business.

Following final approval, the articles were published throughout spring and summer 2023.

Blog copywriting for the construction industry

This blog copywriting portfolio project shows how well-planned, evergreen blog content can do more than just improve SEO. By answering real questions and explaining complex topics in plain English, blogs become valuable sales and trust-building tools that work long after they’re published.

If you’re looking for an experienced blog copywriter to create informative, audience-focused content that builds authority and supports your wider marketing, I’d love to help.

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 blog copywriting

Whether you need a one-off article, a regular monthly content plan, or a complete library of evergreen resources, professionally written blogs can help put your business as the trusted expert in your industry.

Book a free 30-minute powwow and let’s talk about how my blog copywriting can help your business be the trusted authority. Contact me or email me at write@dropcapcopy.com today to have a chat.