Brand voice and copywriting

accord

I developed accord's tone of voice and have used it across articles, landing pages, newsletters, email and social copy. The examples below show how I approached different briefs for a financial software partner.

See the marketing work at accord →

Developing the voice

My role: Voice documentation, editorial guidance and adaptation across channels.

When I became accord's Marketing Manager, I developed its tone-of-voice documentation to give the content a consistent voice across articles, emails, social posts and website copy. The aim was to sound like a knowledgeable consultant who understands the reader's work and can explain what will help.

I later adapted the guidance to reflect the agency-led rebrand, translating its positioning into practical writing decisions.

The guide below brings that working material together for a human reader. It shows how I approached clarity, technical detail and the differences between channels.

Read the voice guidelines →

Sage 50 migration campaign

My role: Campaign initiation and planning, landing-page copy and build, supporting blog content.

I initiated this campaign after reviewing the Sage 50 migration landing page I had inherited, then rebuilt the page and created supporting blog content.

What needed to change

The page focused heavily on search keywords. Long sections of text gave visitors little help with assessing a move from Sage 50 or deciding what to do next. There was also little relevant content elsewhere on the website to support that decision.

Rebuilding the page

I rebuilt it with both search visibility and the customer in mind. I rewrote and reordered the copy, and changed the design within the limits of the existing CMS. The page introduced the reasons to consider a move, explained the benefits and brought in customer testimonials and questions about migration.

The aim was to help visitors assess the move and book a discovery call. I kept that existing website goal and made the booking prompts easier to find throughout the page. The campaign presented the call as a Sage 50 Accelerator Meeting.

Supporting the campaign

I also created relevant blog content to support the landing page. Within a couple of weeks, I began seeing traffic arrive on the page.

accord's Sage 50 migration landing page, with the heading “Has Your Business Outgrown Sage 50?”, an introduction to Sage Intacct and a red meeting-booking button. — The rebuilt Sage 50 migration page, from its opening message to the first booking prompt.
View the archived page →

Customer newsletter

My role: Newsletter proposal, content planning and copywriting.

I proposed a newsletter because most of our contact with customers centred on support, consulting or training. I wanted a regular way to keep in touch and introduce more of the people behind the business.

The brief grew to include a commercial role: helping Sage 300 customers consider Sage Intacct, and making existing Intacct customers aware of relevant training and add-ons.

I brought those aims together through practical finance advice, product updates and news from the team, with offers given their own space. In this issue, budgeting advice leads, followed by a product feature explained through its day-to-day use. A migration offer sits alongside updates about the people and services customers work with.

The email comes from me and closes with an invitation to reply. That keeps the personal connection I originally wanted at the centre of the format.

Selected copy

Most teams don't lose weeks arguing about next year. They lose them arguing about this year. Someone asks why a department's costs jumped in March and nobody can answer quickly. A cost centre got renamed halfway through the year. A handful of invoices went to the wrong code and never got moved. None of it is dramatic on its own, but together it means every conversation about next year starts with a detour into what happened last year.

Are this year's actuals coded the way you'd want to report them? Sort the odd ones while you still remember what they were.
Have you agreed your assumptions before anyone opens a spreadsheet? Pay rises, price increases, headcount. Write them down once so every version works from the same numbers.
Does each budget line have a name against it? Not a department. A single person.

accord Newsletter #7: practical budgeting advice, product updates and news from the team.

Selected articles

New articles and updates to existing pages, with the thinking behind each.

New article · August 2026 · Financial services

How Do FCA-Regulated Firms Handle Multi-Entity Consolidation?

The FCA's 2026 wealth management survey found that 41% of firms planned to acquire. I used that finding to explain what growth through acquisition means for group reporting, publishing the article three days after the survey came out.

For an FCA-regulated group, multi-entity consolidation is two jobs on different scopes, and client money sits outside both. Statutory group accounts under FRS 102 cover one set of entities; the FCA’s consolidated situation under MIFIDPRU covers another.

Rewrite & consolidation · August 2026 · FP&A

Financial Forecasting Methods Listed and Explained

This page had been live since May 2024 and was getting search impressions but wasn't converting. I rewrote it at the existing URL and merged two competing pages into it, redirecting both. The revised introduction connects forecasting to the amended FRS 102, which came into force in January 2026.

Mid-market forecasts usually miss for reasons that have nothing to do with the method chosen. […] Which of them you can actually run depends on what your ledger already records.

44,131 lifetime impressions. Two competing pages merged and 301 redirects applied. Original URL, H1 and canonical retained.

Rewrite · September 2026 · Switching & comparisons

8 Signs Your Business Has Outgrown Sage 50

During my August review of accord's back catalogue, I marked this article to keep and improve. It was already performing, so I retained the title and URL. I replaced vague warning signs with checks based on Sage's published data limits, including where readers could find their own figures.

Three of the classic signs you’ve outgrown Sage 50 have stopped being signs. […] Most lists of these signs answer with a feeling. Sage answers with a number.

Live since October 2024. Updated at the original URL, with the H1, slug and canonical retained.