Clara Penn

Enquire

Freelance copywriter · booking from March

Website and email copy that sells.

I write the pages, emails and product copy that small brands use to win customers.

See the work

Start a project

From first draft to a live page in about three weeks.

Hearth & Crumb · Home pageDraft 2 · 3 edits
HeadlineRewritten
Welcome to Hearth & Crumb, a family bakery offering quality baked goods.
Bread worth getting up for.
SubheadRewritten
Fresh bread, cakes and pastries, baked daily.
Order by 8pm. Collect it warm from 7am.
ButtonRewritten
Learn more
Pre-order tomorrow’s loaf
BakeryWebsite+38% pre-orders
Hearth & Crumb · Home pageDraft 2 · 3 edits
HeadlineRewritten
Welcome to Hearth & Crumb, a family bakery offering quality baked goods.
Bread worth getting up for.
SubheadRewritten
Fresh bread, cakes and pastries, baked daily.
Order by 8pm. Collect it warm from 7am.
ButtonRewritten
Learn more
Pre-order tomorrow’s loaf
BakeryWebsite+38% pre-orders
Hearth & Crumb · Home pageDraft 2 · 3 edits
HeadlineRewritten
Welcome to Hearth & Crumb, a family bakery offering quality baked goods.
Bread worth getting up for.
SubheadRewritten
Fresh bread, cakes and pastries, baked daily.
Order by 8pm. Collect it warm from 7am.
ButtonRewritten
Learn more
Pre-order tomorrow’s loaf
BakeryWebsite+38% pre-orders

Four jobs, and what the words did.

See all work →

Four finished pieces on an oak desk: a bakery home page on a tablet, a launch email on a phone, a printed product page and a tea box label
  1. Hearth & CrumbBakery · Website

    +38% pre-orders

    Before
    Welcome to Hearth & Crumb, a family bakery offering quality baked goods.
    After
    Bread worth getting up for.
  2. NorthfoldSaaS · Email

    46% opens

    Before
    Introducing Smart Reminders: automated payment follow-ups
    After
    Get paid before your coffee goes cold
  3. SaltmarshSkincare · Product page

    +22% add to bag

    Before
    Daily Balm is a nourishing botanical formula suitable for all skin types.
    After
    For skin that’s had a long week.
  4. Fieldnote TeaTea · Packaging

    +27% reorders

    Before
    Afternoon Blend: a robust black tea with notes of cacao.
    After
    Brewed for the 3pm slump.
Four finished pieces on an oak desk: a bakery home page on a tablet, a launch email on a phone, a printed product page and a tea box label
  1. Hearth & CrumbBakery · Website

    +38% pre-orders

    Before
    Welcome to Hearth & Crumb, a family bakery offering quality baked goods.
    After
    Bread worth getting up for.
  2. NorthfoldSaaS · Email

    46% opens

    Before
    Introducing Smart Reminders: automated payment follow-ups
    After
    Get paid before your coffee goes cold
  3. SaltmarshSkincare · Product page

    +22% add to bag

    Before
    Daily Balm is a nourishing botanical formula suitable for all skin types.
    After
    For skin that’s had a long week.
  4. Fieldnote TeaTea · Packaging

    +27% reorders

    Before
    Afternoon Blend: a robust black tea with notes of cacao.
    After
    Brewed for the 3pm slump.

How a project runs.

Four steps, and you see the draft at every one of them.

  1. 1

    Enquiry and a call

    You tell me what the piece has to do, who reads it and what got in the way last time.

  2. 2

    First draft in 10 working days

    Every part labelled, the line that matters most marked, with a note on why it’s there.

  3. 3

    Two rounds of edits

    You comment in the margin. I answer every note and explain what changed.

  4. 4

    It goes live

    You get the final copy ready to paste, and I check it once it’s up.

Clara Penn at her desk, marking up a printed draft

Hi, I’m Clara.

I spent eight years writing for agencies before going freelance. Now I work with small brands directly, usually with the founder, and usually on the page that matters most.

I write from a short call and your customers’ own words, and I explain every choice in the margin, so you always know why a line is there.

More about me →

What I write.

Three kinds of job, each priced from a starting point. Every project gets the same draft-and-comment process.

Website copyfrom $2,400
What you get
A home page and up to four core pages.
Good for
New sites, relaunches and pages that aren’t converting.
Includes
SEO titles and descriptions, two rounds of edits.
Website copyfrom $2,400
What you get
A home page and up to four core pages.
Good for
New sites, relaunches and pages that aren’t converting.
Includes
SEO titles and descriptions, two rounds of edits.
Website copyfrom $2,400
What you get
A home page and up to four core pages.
Good for
New sites, relaunches and pages that aren’t converting.
Includes
SEO titles and descriptions, two rounds of edits.
Launch and welcome emailsfrom $1,200
What you get
A sequence of five emails.
Good for
Launches, onboarding and win-back.
Includes
Subject lines, preview text, two rounds of edits.
Launch and welcome emailsfrom $1,200
What you get
A sequence of five emails.
Good for
Launches, onboarding and win-back.
Includes
Subject lines, preview text, two rounds of edits.
Launch and welcome emailsfrom $1,200
What you get
A sequence of five emails.
Good for
Launches, onboarding and win-back.
Includes
Subject lines, preview text, two rounds of edits.
Product and packaging copyfrom $150
What you get
Product page and pack copy, per product.
Good for
Ranges where everything sounds the same.
Includes
Name line, description, bullets and box copy.
Product and packaging copyfrom $150
What you get
Product page and pack copy, per product.
Good for
Ranges where everything sounds the same.
Includes
Name line, description, bullets and box copy.
Product and packaging copyfrom $150
What you get
Product page and pack copy, per product.
Good for
Ranges where everything sounds the same.
Includes
Name line, description, bullets and box copy.

Add a voice and messaging guide to any project, from $900.

Add a voice and messaging guide to any project, from $900.

Services and process →

Services and process →

Questions people ask first.

What clients said.

“

“

She found the one line our regulars actually care about. Now it’s the first thing people read.

MR

Mara Reyes

Owner, Hearth & Crumb

More from clients on the About page →

Got a page that isn’t pulling its weight?

Tell me what it needs to do and when you need it.

Start a project

clara@example.org

Your business · Home pageDraft 1
Headline
Your headline here.
Subhead
Button

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