I want to help you deliver simple, useful content

A unified, user-centric approach to delivering content to diverse audiences

Make important information more magnetic with a practical common-sense approach to creating clear content that the audience actually needs.
Simplify, simplify, simplify

If you want your content to rank well (for both readability and SEO), it should be written in plain language. Clear writing means clear thinking. Studies also show it improves other metrics like credibility and transparency. I can help you make your content accessible to more of your intended audience.

Content design

When you go beyond thinking of copywriting as ‘selling stuff’ and focus on user need, that’s content design. It’s about creating content to serve user needs, even if the end result isn’t necessarily words. I’ll help you decide on the types of content to serve your users (whether they’re customers or teams).

Live by the brand book

If you want team members to share the same language, be consistent with your brand style guide. Speak to employees the way you talk to your customers. The biggest divide is when marketing gets to be fun and clear, but internal comms has to be the fuddy duddy. I’ll help you apply your brand guide inside and out.

Kill your darlings

Every storyteller learns this essential rule. Cut out anything that that doesn’t serve the story, even if you love it. The same applies for business content. It’s harder to spot because you live and breathe your business, but don’t think of that content as your darling. I’ll help you strengthen your ‘stories’ by snipping the fluff.

Hi. I'm Claire Rooney. I'm a fan of UX and content design, which means I'll get to know your audience needs and create content to serve them.

A holistic approach to content

If you have a website, you serve content. Words, pictures, videos, sounds, anything that helps your audience solve a need - that's content.
Reframe.

Collaborative and solutions-focused, I’m on a mission to design engaging, useful content to answer the right questions for the ideal audience in the best way.

I'm happiest working within multi-disciplinary teams to unpack the audience's problems and figure out how to solve them. You'll never catch me saying "but that's how we've always done it" or "my way or the highway". The best solutions are earned by reframing the problem, even if that means letting go of what you've already learned. If terms like 'constant improvement' and 'lifelong learning' don't scare you, let's connect.

  • Investigate

    Know the audience

  • Empathise

    Speak their language

  • Ideate

    Solve their problems

Brands I've worked with
Registers of Scotland eBucks FNB RMB Bosasa Learn.co.uk

Latest additions to the portfolio

Here are some examples of my content. I work with internal teams, unpublished authors, and ghostwriters, so I can't always share what I'm working on. If you're looking for something specific, get in touch and I'll see what I can do.
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Words from people I've worked with