Hurtigruten

Hurtigruten was undertaking a major website project that required large volumes of content to be produced across a wide range of destinations, experiences and customer journeys.

The copy needed to strike a careful balance between inspiring potential travellers and supporting the website's wider search visibility. Every page had to work hard, engaging readers, reflecting the brand's distinctive voice and supporting SEO objectives without compromising the customer experience.

The approach

Working closely with the wider project team, I produced high-quality website copy across multiple sections of the site, ensuring content was optimised for both users and search engines.

This involved researching destinations and experiences, understanding search intent, incorporating SEO best practice and translating complex information into engaging, accessible content.

Alongside the SEO requirements, maintaining a consistent brand voice and delivering to demanding deadlines was critical throughout the project.

The result

The project contributed to the successful delivery of a major new website for an internationally recognised travel brand.

Beyond the finished website itself, it demonstrated my ability to quickly immerse myself in an established brand, adapt to different tones of voice and deliver large-scale copywriting projects efficiently and reliably.

It's also one of the projects I've enjoyed most throughout my career. Combining storytelling, travel and the challenge of bringing a world-class customer experience to life through words was a genuine privilege.

Services delivered

• Website copywriting
• Brand voice development
• UX-focused copy
• Customer journey content
• Content planning
• Stakeholder collaboration
• Large-scale content delivery
• Content editing and refinement