Between October 2019 and September 2023, I was employed by ToolStore UK of Wigan, Lancashire as the Website Copy Writer. This was an enormously varied role which included (but wasn’t limited to):
- Researching the specificiations and properties of new products, then preparing optimised copy for each product on an individual basis
- Checking, updating and re-formatting the specifications and properties of pre-existing products to provide customers with accurate and visually attractive product listings
- Sourcing and preparing images to accompany product listings and upload these to the website
- Researching and creating blog posts to showcase specific product ranges or tap into seasonal events and simultaneously improve both customer engagement and organic website traffic.
I am far from an expert in DIY or when it comes to using power tools, so the challenge of creating blogs which were engaging and accessible to hobbyists without patronising trade professionals was one that tested my skills as a writer. The research I put into each of the 41 blogs published during my time with the business helped me to expand my personal knowledge whilst ensuring the copy I produced was accurate at timely.
Wide range of topics
The blogs covered a wide range of topics. Some, such as M-Class Dust Extraction: What you need to know were safety-focussed and aimed at trade professionals, while others – such as the series of ‘How To’ guides I put together were aimed at DIYers taking on projects around the house. A third category – the Buyer’s Guides – could be useful to both customer groups and DeWalt vs Makita is an example of how I was able to present product comparisons in an easy-to-use and engaging way which also supported the site’s Search Engine Optimisation goals.
Product development
I also did a lot of work in respect of product development, both in terms of adding products which were waiting to be listed on the website and when setting up new ranges. On my first day in the role, there were more than 2,000 lines which were waiting to be listed online. In addition to working through and eliminating this backlog, I was responsible for adding new products to the website, whether that was individual lines on an ad hoc basis, or entire ranges, such as the Regatta Professional clothing collection. Projects like this required me to work with the Purchasing Department and the manufacturer to gather all the relevant information before ensuring it is presented in a suitable way.