Compelling Web Copy for Major International Airline

Web copywriter for a major international airline’s English-language travel website.

A major international airline needed a native English speaker to write compelling seasonal web copy for its English-language website.

Maintaining brand voice consistency and SEO optimization were critical, with each article requiring adherence to strict character limits.

In a shared spreadsheet, the client provided the topic, SEO keywords, section structure, and character limits. 

Most articles followed a structure of 3 main destinations, each with 3 featured attractions, events, or cultural highlights. A longer overview of each destination (with 3 additional key points) rounded out each article. 

Each section had strict constraints within 5 to 50 characters, depending on the size of the section.

Given the language difference, it was common to have 3 revisions on multiple sections. And helping the client understand nuances in vernacular was a regular part of the process. 

I was also responsible for writing the SEO page index and alt text for the multiple images in each article.

Delivered 3 articles per month, meeting all character constraints and SEO requirements while maintaining brand voice consistency across seasonal campaigns.

After the project's original scope, the client came back and requested I continue writing additional articles.

Web copy

Google Docs, Sheets

Published work samples available upon request to respect client confidentiality agreements.