For founders, marketing teams and the agencies that work with them.
I help people make money with words.
Sounds simple? I promise you it ain't.
I'm Annabelle, a copywriter who helps businesses figure out what makes them worth choosing, then turn that into clear messaging, websites and campaigns.
Sometimes that starts with research and a lot of questions. Sometimes you've already done the thinking and need someone to run with the brief.
Either way, let's make the value obvious.
You know your business inside out. Your buyers don't.
They don't know why you built it this way. What your experience helps you see. Or why the thing that looks like a small detail is actually the whole bloody point.
Maybe your business has evolved and the story hasn't caught up. You're launching something that needs explaining. Or sales, marketing and leadership are all telling slightly different versions.
There's plenty to say. The difficult bit is deciding what matters, who it matters to and how to make it land.
That's where I come in.
Before I write, I get real curious.
About your business. Your buyers. The alternatives they're considering. And the thinking behind how you do things.
Depending on the project, that means talking to founders, teams and customers, researching competitors, and reviewing the website, campaigns and sales materials you already have.
I'm looking for the useful connections: what makes you different, why someone would care, and what they need to understand before they're ready to act.
Then we give that thinking a practical job. A messaging framework your team can use. A clearer way to introduce an offer. A website that makes sense of a complex business. A campaign with a compelling reason to respond.
Already have the research and strategy? Lovely. I can turn that into the words you need.
Where I help
From “where do we start?” to “that's exactly it.”
Research, positioning & messaging
For a business, offer or story that needs untangling before anyone starts writing.
I help clarify who you're talking to, what matters to them and what gives them a reason to choose you. Then turn that into a clear message and supporting arguments your team can use.
What that can include: discovery interviews, audience and competitor research, positioning development, value propositions and messaging frameworks.
Website & sales copy
For businesses with something valuable to offer and a website that's making people work too hard to understand it.
I help shape the structure and write the copy, deciding what needs explaining, what deserves to lead and what someone needs next.
What that can include: websites, homepages, service and offer pages, landing pages, presentations and sales materials.
Campaigns, email & thought leadership
For getting the right idea in front of the right people, and giving them somewhere useful to go with it.
I turn your expertise and point of view into copy that sounds like your business and gives people a reason to act.
What that can include: launch communications, campaign copy, email campaigns, nurture sequences and LinkedIn thought leadership.
Selected work
Here's what that looks like.
Selected commissioned work. Client identities are withheld for confidentiality.
B2B agency · Research, messaging, website & email
Making a new business model make sense.
The agency had developed a different approach to growth. Its website needed to explain why that approach mattered.
The important idea was already there: understand what's holding a business back before prescribing the next marketing activity.
Through buyer research and messaging development, I helped bring that thinking to the front of the story. I wrote the homepage, offer pages and follow-up emails, giving each stage a clear role.
The client designed the offers. My role was to help buyers understand them, see the value and recognise the right next step.
Creative performance agency · Discovery, competitor research & website copy
Finding the difference behind “we collaborate”.
Creative and media specialists worked side by side. That was a meaningful advantage, but it needed more explanation than another promise of collaboration.
Founder discovery and competitor analysis helped identify what was distinctive about the model and how to make it tangible for prospective clients.
I developed copy across the homepage, approach, about, work and careers pages, showing how the team's way of working shaped its decisions and the work it produced.
Specialist service business · Email nurture
Giving interested people a reason to start a conversation.
The expertise was there. The welcome sequence needed to help potential customers understand how it could help them.
I wrote five emails combining founder story, practical explanation and answers to the questions that could hold someone back.
Each email moved the story forward, building towards an invitation to book a call without manufactured urgency.
Don't just take my word for it.
“Annabelle has been a great partner to work with. Reliable, professional, and exceptionally talented, but most importantly, she just nails it every time with the brands we work across. Head and shoulders above many of the copywriters we have worked with over the past few years. Highly recommended.”
Mark Joseph
Managing Director, Vouch
“Annabelle is a GENIUS copy expert. It's like she leapt into my brain - downloaded the TOV that I wanted (but found difficult to articulate) and off she went and created some awesome content for us. She's a joy to work with - speedy, realistic, super organised and on your case without being at all pushy.”
Jen Kinnear
Managing Director, Profiles Creative
“I recently worked with Annabelle to give my website copy an overhaul. I felt that it lacked substance and clarity about my offering. Annabelle understood the tone of voice I was trying to find a happy medium between professional and approachable. She's definitely nailed it and I'm really happy with the outcome.”
Caroline Emerson-Bailey
Interior Designer
Working together
You don't need a perfectly packaged brief.
You might know exactly what needs writing. Or you might know something isn't connecting and need help working out why.
We'll start with what you're trying to achieve, who you need to reach and what's already in place. Then agree the scope, deliverables, timing and fee.
You can bring me in for a defined research or messaging project, the copy that follows, or both.
I also work alongside agencies, in-house marketing teams and fractional CMOs who need someone to help shape the thinking and get the writing done.
A copywriter with a commercial head.
I'm Annabelle Williams dos Anjos, the person behind Fresh Copy.
Before copywriting, I spent years in sales. Asking questions, listening carefully and figuring out what would help someone make a decision.
That experience still shapes how I work. I want to understand what your buyers care about and what makes your business worth their attention, before deciding how to say it.
I've written for brands including Rosa's Thai, Tortilla, Vagabond and The Alchemist, alongside specialist B2B businesses, recruitment companies and creative agencies.
I'm based in Stockport, Greater Manchester, and work remotely with clients in the UK and internationally.
Also a painter, Yorkshire Tea drinker and enthusiastic sender of voice notes. You've been warned.
Got something valuable that's difficult to explain?
Tell me what you're working on. We'll figure out where I can help.
