Content writing services and brand voice strategy for kind folk
Writing for brand owners who know their business is far more profound than it sounds.
You’re the best-kept secret in your industry because pesky thoughts are speaking louder than impactful words.
Well, that’s quite enough of that, don’t ya think? Here’s what your words could do
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*Imagine if your brand writing efforts could…
+ Double your sales compared to last year
+ Turn 73% of enquiries into paying customers
+ Make your business stand out from your competitors
+ Get clients while you're on holiday
+ Make you want to buy from you
+ Be so distinct that no one can replicate them
*No need to imagine… actual results from my looovely clients this year.
Alreet? I’m Hols
Ex NEXT Home Copy & Features Editor, award-winning head of content, and ghostwriter for some of the UK's household names. A couple of years ago, I ditched the corporate prison and brewed Just Custard Copy. And I’ve been working with the BEST business owners since.
The businesses I collab with have usually outgrown their words. They've blossomed something brilliant, but the foundations are missing.
So the words fall flat.
All because the craft of noticing the details that make you, well... you, is becoming a lost art. And we’re slaves to efficiency.
Blending into one hive mind *shudders*.
But guess what, those words that will make you stand out? They’re hiding in plain sight!
I believe the best brands listen and allow their thoughts to wander, so they can write content that attracts the right people, repels the wrong ones, and keeps working when you're catching up on the latest season of Rivals *swoons*.
Brand names are one of my fave things to concoct. I was as surprised as you that I landed on ‘Just Custard’ but now I can’t imagine it being anything else.
Wanna know why?
Together, we’re going to unearth the brand voice that makes you memorable, write the words that’ll win over those high-paying clients, and craft content that’s so much simpler.
Let’s get brewing…
Perfectly Brewed™ Brand Voice Blends
Each blend has been carefully crafted from my experience as a brand writer and head of content for big brands, balanced with small business tidbits to create packages that give you confidence in your brand voice, direction in your content strategy, and trust in words that make a difference.
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Brand Voice + Messaging + Content Strategy
It’s time to be as proud to share your brand as you are of the business itself.
Here’s where you go from feeling like you’re winging it to brewing a brand voice so undeniably yours in every nook and cranny of your content. -
English Breakfast + Custom Website
We cover your brand voice, messaging, and content strategy and some.
With all the groundwork we’ve done, we craft a website that no longer makes you wince when a potential client asks you to send over a link and showcases why you’re the no-brainer in your industry -
English Breakfast + Lady Grey + Content Package
For busy founders who want to hand over everything to get everything set up from the ground up.
Not only will we nail your brand voice, pepper your website with stories that sell, but we’ll also devise a content package packed with personality.
Content writing services at The Just Custard Cottage
You’re busy. Like, busy good, but SO busy. Depending on where you’re at with your business, I’ve popped these services together to take those pesky jobs off all those spinning plates.
The Content Cupboard
You’re looking to nurture your community or convert those browsers into buyers. The Content Cupboard is full of professional copywriting services to help busy business owners take a breather while their words do the work.
✎ Newsletters
✎ Product Descriptions
✎ Creative Writing
✎ Micro Copy
✎ Email sequences
Grab what you need!
The Content Clean-Up
There’s that case study you’re desperate to post, the bank of captions that are ready to publish… but you don’t. Because they don’t sound right.
You know what you want to say, but not sure how to write it. The very thought of posting makes you cringe.
This copy-edit service takes your words and makes them work so much harder.
✎ Website copy and landing pages
✎ Sales content
✎ Nurture sequences
✎ Anything else you can think of
The Cottage Reset
It’s overwhelming being a business owner, hey? So much to do and not enough hours in the day. But in my experience, baby steps go way further than thin-air pickings.
This monthly subscription is your content checklist and prompts to make content writing so much simpler.
Little and often, that’s the way.
Who I LOVE to work with, aka Custard Kinda Folk
Wing-it Wanders
Outdoor-loving, sustainable folk for countryside explorers who craft clothing that lasts.
Booktroverts
Independent authors and book subscription services who want to share their stories.
Home Enchanters
Interior designers and clutter tamers who help their clients realise their living dream.
Animal Confidantes
Pet services, animal nutritionists, and behaviourists who want the best for our furry, scaly or feathered friends.
Basically… If you're a business owner in the lifestyle, outdoorsy space who values quality over quantity and connection over conversion hacks, and most of all kindness…
We're probs a perfect match.
8 years in brand & content
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Words for 60+ brands
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3 workshops hosted
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1 M&S Caesar Dip-lovin’ gal
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8 years in brand & content ✳︎ Words for 60+ brands ✳︎ 3 workshops hosted ✳︎ 1 M&S Caesar Dip-lovin’ gal ✳︎
You know you’ve outgrown the words you wrote when your business was starting out. It’s time for your experience to do the talking.
Don’t just take my word for it…
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Eva | Anders Design Studio
BRAND VOICE + WEBSITE CONTENT
“In just an hour, you figured out who I am, what my business is like, and how I should show up in the world.”
Eva came not quite knowing what she needed and left with a voice, a direction, and a website copy that matched her personality and premium portfolio. She’s recently been hired by Google to design packaging for Gemini. Eek! What a brief.
“I'm slightly panicking on how I'm going to support this amazing copy with visuals.”
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Rebecca | The Peak Edit
BRAND VOICE + WEBSITE CONTENT
“You’ve managed to pull out some absolute gems from my ramblings!”
Before we saw months of overwhelm, loads of content that never left her Google Drive. She had built something real but couldn't articulate it. The AI prompts weren't helping.
We worked together and brewed a brand voice she recognised as her own, and the confidence to use it. Now she’s fully booked and thriving.“I feel clear on my brand’s direction now, and I know that no one else in my industry has the same theme.”
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Bryony | Clay & Burn
BRAND VOICE + WEBSITE CONTENT + PRODUCT DESCRIPTIONS
“Really understood my brand and vibe. My website feels so much more me.”
Bryony’s candles and home fragrances are made for a moment of luxury, romancing the tiniest moments we get to ourselves. But she couldn’t get that across without sounding ‘cringe’ (her words lol), so we got in touch with our inner Jane Austen and proceeded to write with haste.
“I couldn’t wait to read it, so I had a sneak peek. You’ve made me want to buy it all.”
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Sarah | The Dog & The Ducks Designs
WEBSITE CONTENT
“Working with Hols is like having an incredibly knowledgeable friend, who supports you and knows just what you should do.”
Sarah launched with copy that matched her talent. The words did the work. The numbers followed. She also said she felt "relieved" she hadn't gone live with something mediocre, which tells you everything about what the right words are worth.
“In October, my website had over £1k of sales in one month. My pre-order sales were double the amount of last year!”
If your brand feels bigger in your head than it appears online, I’ve got a plan.
A chat over a virtual cuppa, no obligation, no hard sell. Just a proper good look at where you're at and what's possible (which is anything you want btw).
Something on your mind?
If you can’t see the answer that has you in ponderment, drop me a message on Insta or fill in the form.
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Absolutely!
If you already have your brand voice and website content nailed, but you’re ready to hand over some content writing to-dos, head over to The Content Cupboard. Take what you need.
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Brand voice, tone of voice, verbal identity, writing principles (whatever you want to call it, hehe) is made up of your personality, values, messaging, and your way with words, what inspires you, how you connect with the people who want to spend their hard-earned cash with you. It’s how you stand out, the things that makes your different compared to others in your industry.
If AI content is giving you the ick or you’re looking to others for inspiration, it might be time to give YOUR brand voice a little TLC.
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It’s easy to think that AI has your back in this whacky world of ours. And having so much on our plate as a business owner, the temptation is real.
BUT…. content writing only works if you have something impactful to say, and if you’re using AI to take ownership of your thoughts, blending into the background is going to become a real possibility.
Content writing is so much more than mashing a caption together or popping a quick blog on your website. It’s the practice of connection. A demonstration of critical thinking. That YOU are an expert, a thought leader, and should be listened to.
So, you can use AI… if you want to blend in. -
No m’dear, the tea is on me. This is just a quick 15-minute chat where you can fire some questions at me, and we can see whether it’s brand voice, content writing, or your content strategy that’s giving you a wee headache.
If it’s none of the above, I have some lovely business owner contacts who might be able to help.
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I will never guarantee financial results, because there are so many variables. However… if your offering is strong and you’re consistent, results do happen.
Charlie had 22 inquiries for carpentry work after we revamped his website copy, and 16 of them became paying clients.
Sarah doubled her pre-order sales for her artwork since launching her website, where she could showcase her incredible artwork, and people could sign up for her newsletter for product updates.
Eva had a brief from Google and is now working on packaging for Gemini. -
You get three experts for the price of one.
Each of my packages blends together my brand voice experience, content writing secrets from working with some of the UK’s household names in home and fashion, and head of content strategies so we cover everything from SEO to nurture content to make your words work harder than the ice-cream van lovie on a scorcher of a summer’s day.