I love digital communications.
I am a freelance web editor, copywriter and content strategist
based in London and Frome, Somerset.
About me
I am a Senior Content Designer and Content Strategist who specialises in creating engaging, effective content for online, print and corporate communications for blue chip public and private sector organisations, as well as SMEs and charities. Recent clients include the Cabinet Office, GDS, BEIS, Ofsted, Forestry Commission, DWP, PwC, ACAS, the AA, Nationwide Building Society, Cancer Research UK, the Environment Agency, Civil Service Resourcing and Companies House.

My career started 35 years ago, when I took a reporter job with a local newspaper in my native Holland. I was hired as a full-time editor for newspapers and business magazines, and worked on my first government digital project aged 20.

For many years, I worked for both online and print media as a writer and editor. That didn't change when I moved to the UK in 1995.

Since 2000 I have worked mainly on digital projects. I was Editor-in-Chief for the £2m launch and development of DeskDemon.com, now US and UK market leader in the competitive secretarial media sector.

I launched Director of Finance Online and SME Web for Sir Bob Geldof's Ten Alps plc. I wrote over 1,000 articles in one year, all included on Google News, against tight deadlines and often beating national newspapers to the top spot. My work was quoted by the Wall Street Journal, Accountancy Age and other media.

As Editor of Smartlandlord, an innovative £2.8m e-commerce portal for buy-to-let landlords, I wrote housing market commentary and press releases that were quoted by the FT, Property Week and other national, regional and trade media. Smartlandlord is owned by Towergate Insurance, Europe's largest privately-owned insurance intermediary.

My projects include the UK government's flagship Universal Credit welfare reform programme. I rewrote housing and unemployment benefit forms for the Department for Work and Pensions - a copywriting job that affects 7.5m people directly.

I was contracted by the Rural Payments Agency to write content for the new online farm subsidies portal. Most recently I helped the Environment Agency turn complex procedures to apply for flood and coastal erosion risk management funding into an easy to use online form. As a specialist in content for transactional websites my work directly influences GOV.UK / Government Digital Services guidelines.

Other recent projects include content strategy for a revamp of Cancer Research UK's website, advising Civil Service Resourcing and ACAS on creating engaging websites, Senior Content Designer for EU Exit (Brexit) projects for the Government Digital Service (GDS), lead strategist for a multi-million pound digital project aimed at local authorities for PwC, content audit and content migration for the Automobile Association (AA), intranet editor for Nationwide Building Society and writing product descriptions and buyers' guides for jewellery retailers Vashi.com, voted Best Independent Site at the 2013 Online Retail Awards.

I have been a finalist for UK Website of the Year three times in the Good Web Guide Awards, which celebrate innovation and excellence online.

I've been lucky to work for people who insisted that I understood every aspect of the production process for both print and online - and picked up a range of technical skills in the process.
What I write

I have written for local, regional and national newspapers, magazines and websites for over 30 years. In addition, I have written Marketing and PR copy, speeches, presentations, newsletters and lots more.

I have written about property, corporate finance, office management, accounting, marketing, HR, local council meetings, FTSE250 companies and lots more. Some of my articles, produced when I was Editor of Director of Finance Online, are still available online.

Digital content

  • Business profiles
  • Executive profiles
  • Meta data
  • SEO copywriting
  • Interviews
  • News analysis
  • Breaking news coverage
  • Special reports
  • Product descriptions
  • Landing pages
  • Buyers' guides
  • Blogs
  • Email newsletters
  • Forms
  • Help screens
  • Micro content
  • Print content

  • Newspaper reports
  • Council meeting reports
  • Interviews
  • Feature articles
  • Magazine columns
  • Business profiles
  • Sector overviews
  • Brochures
  • Reports
  • Flyers
  • Magazine editing
  • Image sourcing and editing
  • Marketing and PR

  • Press releases
  • Sector commentary
  • Advertorials
  • Newsletters
  • PPC advertising content
  • Social media marketing
  • Client letters
  • Client emails
  • Direct Marketing copy
  • Advertising copy
  • Powerpoint presentations
  • In addition, I also have advanced skills and experience in:

  • Content marketing
  • Conference presentations
  • Workshop design and delivery
  • Style guides and training materials
  • Web design
  • Search engine optimisation (SEO)
  • Information architecture (IA)
  • User experience (UX)
  • Graphic design
         (Adobe Creative Suite)
  • Coding
         (HTML, XHTML, PHP, CSS, jQuery)
  • Event management
  • My media coverage
    I am proud that articles, press releases and investment commentary I produced for clients have been quoted extensively in national, regional and trade media, including:
  • Wall Street Journal
  • Financial Times
  • Accountancy Age
  • Daily Telegraph
  • The Times
  • The Guardian
  • Money Marketing
  • This is Money
  • Evening Standard
  • Reuters
  • Property Week
  • Investor Chronicle
  • The Scotsman
  • Citywire
  • My Finances
  • Assetz
  • Landlord Expert
  • Property Investing Net
  • Money Net
  • Money Marketing
  • What Mortgage
  • Finance Markets
  • City AM
  • IFA Online
  • Moneyfacts
  • Money News
  • Interactive Investor
  • Moneywise
  • New: Read the Good Web Guide's interview with me about online excellence and innovation (August 2014)

    media coverageI have a strong track record in writing articles and commentary against tight deadlines. My experience and expertise enables me to write authoritative, persuasive content. I am simply better prepared.

    For example, an interest rate decision:
    You typically have 10-15 minutes to analyse the decision, write an article and submit it to Google News. I wrote over 1,000 of these articles, often beating national newspapers to the top spot and thus attracting the bigger audience share online.

    If you want an online journalist writing about the decision to quote you, you have just 5 minutes to submit a comment. Analyses and comments I wrote were used by the FT, Investor Chronicle and many other major news media.

    What others say

    Whether I create content for social media campaigns, websites, forms, brochures, exhibitions, articles or newsletters - the content must tell an engaging, persuasive story that drives results for my clients.

    I have a proven logical methodology to identify and tell my clients' story - in a timely manner, with a distinctive tone of voice, a logical flow and in a way that makes it truly different and compelling. Above all, I create stories that people choose to interact with. Which is one reason why clients love my work.

    Vashi Dominguez
    Vashi Dominguez
    Managing Director, Vashi.com
    Best Independent Site, 2013 Online Retail Awards

    "I have worked with Adrie in various projects ranging from content to PR and social media. He is one of those rare individuals who get to work on a task and won't let it go until expectations are exceeded."

    "His expertise allows him to create and implement strategies that drive success at all levels of an organisation. I highly recommend him."

    Lesley Haswell
    Lesley Haswell
    Haswell Therapy
    Psychotherapist and Counsellor

    "Adrie has a great deal of web knowledge. He effectively and efficiently applied that knowledge to my search engine optimisation problems, making a real difference in a tough market."

    Mek Rahmani
    Mek Rahmani
    CEO, DeskDemon.com
    US and UK market leader in secretarial media

    "Adrie proved to be a strong team leader with particularly impressive networking and creative skills, able to negotiate partnerships and find innovative solutions in a collaborative environment."

    "He is passionate about journalism and web development, articulate, creative and has developed into an all-round, commercially aware web editor."

    Rob Hook
    Rob Hook
    Managing Director, The Business Co-Pilot
    Business Coach and Mentor

    "Adrie is a terrific listener and has a rare ability to put himself in the shoes of the people he works with. I regularly use his example as someone who will go the extra mile in order to help others."

    "He is not afraid to speak his mind, relishes a challenge and is able to 'think outside the box' in order to develop the best solution to a problem. His help has made a real difference to my business."

    My services
    My services cover a full range of content-related disciplines, including content strategy, information architecture, user experience, search engine optimisation, copywriting, editing, feature writing, news editing, internet and intranet content management and social media.

    If you want to see what I can do for you, take a look at my previous projects, my articles or the extensive coverage I helped generate in national, regional and trade media.



    I advise clients on cost-effective, commercially-aware strategies to get their message across - online, in print and in Corporate Communications.

    Content Strategy

    Content Marketing

    Content is my passion. I cover the whole range from content strategy, writing fresh content, promoting it through social media and content audit to production, content management and distribution.


    Search engine optimisation

    Fresh, original content is more important than ever to secure top search engine rankings. I produce search engine ready content that delivers results for my clients.



    I produce graphic design that is fun, beautiful and highly effective - from brochures, posters and promotional items to exhibitions and websites.

    Public Relations

    Public Relations

    Are you getting your message across in the media? I have a proven track record in writing content that gets published, whether in local media or the national press.



    I am a highly motivated self-starter with advanced content management and technical skills, crucial when it comes to the day-to-day running of web portals.

    • Nationwide Building Society
      I created a news hub on the UK's largest mutual's corporate intranet and summarised breaking news across a dozen channels, updated twice a day. I also researched, edited and provided creative input for internal communications and created newsletters for internal distribution.
      Nationwide Building Society
    • Universal Credit, Department for Work and Pensions
      The Government’s flagship welfare reform project combines six key benefits, including housing and unemployment benefits. I provided copywriting and user experience services for content across all channels. I also created style guides and training materials to ensure a consistent tone of voice.
      Universal Credit, Department for Work and Pensions
    • The Automobile Association (AA)
      Prior to a major website relaunch I conducted a content audit and migration for the UK’s largest breakdown service provider. Over 1,000 pages of motoring advice were fact-checked, updated and rewritten in easy to read English. I also wrote persuasive product pages, newsletters and promotions.
      The Automobile Association
    These are some of the projects I have worked on in recent years, inside and outside of Barton Cartwright Communications. Public sector, private sector, big clients, starting clients... I love the variety. There's a lot more below though. If you have a project you'd like me to get involved in, let's talk.

    Other works:
    Contact me
    If you are looking for help with a project and like what you seen on this website, drop me a line or give me a call to discuss your requirements. I won't waste your time - or mine -, but will always tell you what I think is the best solution for you.
    107 Bankside Lofts, 65 Hopton St, London SE1 9JL
    12 Church Street, Nunney, Frome, Somerset BA11 4LW
    0755 401 2533
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