Frances Bruce
I turn complex content into clarity that delivers results.
New to Contra
Frances is ready for their next project!
Understand how strategic metadata can boost brand engagement before the page even loads.
Here are three simple principles I use to shift generic or jargon‑heavy metadata into clear, targeted messaging that earns attention and builds trust.
Perfect for brands pursuing clean, elevated, intentional content.
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Clear CTAs aren’t clever — they’re disciplined.
Most teams don’t have a CTA problem — they have a clarity
problem.
Here are the top 3 CTA crimes I see in product, marketing,
and onboarding — and 3 clarity principles to fix them fast.
Which CTA crime do you see most when you’re scrolling?
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Start your week with clarity.
Financial copy often becomes heavy because we want to be precise. But clarity
and compliance aren’t opposites – they work better together.
See how a small shift in structure and tone can turn dense guidance into copy people can understand and act on.
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ISA Calculator — Product, UX & Compliance Collaboration Skills
Editorial partner across product, UX, and compliance
I shaped the content for this interactive ISA calculator,
ensuring the tool was intuitive, accurate, and aligned with FCA requirements. My role included simplifying decision points, clarifying language, and supporting UX flows to help users understand the implications of their inputs. This project demonstrates my ability to collaborate across technical and
regulatory teams to deliver clear, compliant digital experiences.
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SSAS Pension — Complex Product Explained Clearly
Lead writer & content architect
SSAS pensions are one of the most complex products on the
market. I unified fragmented SME knowledge, collaborated with compliance, and created a single, accurate narrative that simplifies dense rules without losing precision. The final page delivers clarity in a high‑stakes environment and
supports confident decision‑making for users.
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Tax‑Efficient Investor Content Hub
Lead content strategist & principal writer
I developed a multi‑page content hub to guide users
through complex, time‑sensitive tax decisions. I shaped the editorial hierarchy, wrote the core content, and partnered with product, UX, design, and compliance to ensure accuracy and clarity. This work delivered a scalable, user‑centred
structure that supported both commercial outcomes and regulatory requirements.
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SIPP Pages — 6,000% Performance Lift
Lead writer & editorial owner
I rewrote these regulated pension pages from the ground up,
transforming dense rules into clear, user‑centred content. Working closely with SMEs and compliance, I improved comprehension, removed jargon, and aligned the
pages with commercial and SEO goals. The result was a 6,000% performance uplift, with the pages now cited internally as best‑in‑class regulated content.
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