Website copywriter wins premier national financial copywriting project

The Finance & Leasing Association is the leading trade association for the asset, consumer and motor finance sectors in the UK.  To get an indication of the value their members add to the economy:

• FLA members provided £28.8 billion to businesses to fund capital investment in 2008.
• Asset finance provided 750,000 SMEs with £15 billion of essential business equipment.50% of all new car registrations in the UK were financed by FLA members.
• FLA members contributed £2.7 billion to the Exchequer – enough to build 12 new hospitals.

Although a national body, the FLA is a powerful voice in the industry worldwide. So, when the FLA decided to completely revamp their website to make it more accessible to both consumers and trade organisations, they decided to appoint a specialist copywriter to help with the overhaul.

Website copywriter, Len Smith of Copywriting On Demand was delighted to be chosen. “I do a lot of financial copywriting,” says Len, “including the annual Global Leasing Report. Nevertheless, it was especially rewarding to work with such an august body. It was fascinating adopting two very different styles, one for the trade, the other for consumers. Search Engine Optimisation was also a key aspect.”

“Timescales were tight,” says Russell Hamblin-Boone, Head of Communications, FLA, “and that’s why it was important to select a self starter who understands the finance industry, understands search optimisation and who has an engaging style. The entire website copy was written over a three week period, all delivered on time, to a fixed budget and with minimum fuss.”