covid:aid is the first UK charity wholly dedicated to supporting those adversely affected by COVID-19.

Their mission is simple - to help and give a voice to people who have been hit particularly hard by the global pandemic and may not have found the right support system.

Part of their plan is to provide a digital hub where people from all over the UK can join discussion forums and search for the help they need based on their individual requirements.

For this easy-to-use digital hub to work, covid:aid needed a strategic and thoughtful approach when it came to their web copy.

And with the planned launch not long down the line, the charity had to be confident that their web copywriter could effectively communicate their message, get website visitors to the information they need as simply as possible, and stay on top of delivering all the website's written content in time for launch.

That's where we came in.

Freshly Ground Copy took the charity's already established tone of voice and key messages to create content that is clear, true to the brand and above all, welcoming. Those visiting the site get an immediate feel for what covid:aid is, what the charity stands for and how they're going to help.

As website visitors are looking to find support, it was important to remove any stumbling blocks they may encounter on their journey through the site. Once a user has come to the end of a particular section, guidance copy is in place to intuitively lead them to where they might want to go next, ensuring a flow through the site that improves the user experience.

The covid:aid website officially launched and the charity starting receiving fantastic feedback immediately.

It's been incredibly exciting to team up with covid:aid at the beginning of what is sure to be a long journey, particularly since they're such a lovely bunch of people to work with.

This amazing UK charity is going to change so many lives and we can't wait to see how it grows and develops to help even more people get their lives back.

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