Website Copy Case Study
Client: Cooper8 (Giorgia Lardner)
Industry: Commercial kitchen design & catering consultancy
What I did: Full website copy rewrite + page structure
Timeline: 3 weeks
THE SITUATION
The website looked great. But the words weren't doing their job.
Cooper8 design commercial kitchens and hospitality spaces for schools, heritage sites, restaurants, and everything in between. They're a family-run business with serious credentials: National Trust, English Heritage, Enfield Council.
Giorgia had already invested in a redesign the year before. The site looked good. Traffic was up. But the copy? She'd written it herself, benchmarking against competitors.
And that's when she noticed: everyone in the industry sounded the same. Technical. Dry. Formal.
The problem wasn't that the words were wrong. It's that they were invisible. The kind of copy that fills a page but doesn't make anyone feel anything.
"Hospitality design is human and emotional… and our website just didn't communicate that. I felt a bit 'meh' about it."
Giorgia Lardner, Catering Consultant, Cooper8
The real issue? The website was talking to the wrong people.
The copy was speaking to other consultants. Not to the people who actually hire them. The clients responsible for complex hospitality projects who need to know one thing: can I trust this team to get it right?
The tone was professional, the information was all there. But none of it made someone feel understood.
WHAT CHANGED
We didn’t just rewrite the words. We rewrote the way the website talks to the reader.
The new homepage opens with the reader, their problem, their stakes. Then it builds trust step by step. Through how Cooper8 works, what they’ve done, and who they are.
Before
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Headline described what Cooper8 does
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Tone was professional but forgettable
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Structure led with the company
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About section listed credentials
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Services explained features
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Spoke to peers and consultants
After:
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Headline speaks to the reader’s stakes
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Confident, warm, unmistakably them
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Structure leads with the client’s problem
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About says who they are through how they work
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Services make you feel why each one matters
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Speaks to the person making the decision
The difference in the words
HOMEPAGE HERO
Before
Catering Consultants & Commercial Kitchen Designers in the UK
Expert catering consultants specialising in hospitality design, catering design, and commercial kitchen design.
From concept to completion.
Contact Us
HOMEPAGE HERO
After
Hospitality design • Catering design • Commercial kitchen design
You're responsible for a hospitality project that can't go wrong. Good. So let's get it right.
We’re independent catering consultants who make sure your design works in reality, not just in theory.
Tell us about your project
We'd love to hear about it.
ABOUT SECTION
Before
Why Choose Us?
Our Story
For over 20 years, Cooper8 Ltd have been commercial catering consultants committed to providing foodservice design services across a broad range of catering operations.
We first established in 2004, founded by Managing Director Simon C. Colley, whose expertise in commercial kitchen design, attention to detail and in-depth technical knowledge, quickly earned Cooper8 a name in the foodservice design industry.
Our team has now expanded, offering a range of services from concept to completion, and our flexible, passionate approach is why we continue to work with prestigious clients who trust us time and time again to bring their visions to life – big or small.
ABOUT SECTION
After
MEET SIMON & GIORGIA.
We’re a family run business. And this is where we’re supposed to tell you how experienced we are, list our credentials, and try to impress you.
We’d rather tell you this.
We don’t do generic. We don’t hand projects off to juniors. And our advice is always independent, never shaped by supplier relationships.
Between us we’ve worked on heritage sites, schools, hospitals, science parks and everything in between as independent catering consultants and commercial kitchen designers. Not just the design side. The operations, the strategy, the commercial reality of making it all work.
Almost all our work comes through people who’ve worked with us before. We think that says enough.
SERVICES INTRO
Before
How we help
What We Offer
At Cooper8 Ltd we specialise in foodservice design, from concept to completion and everything in between. Our catering consultancy helps businesses across the UK improve operations, design, and profitability. Whether you’re refining your strategy, designing a functional and inviting space, or managing a full hospitality project, we’re here to work with you to achieve great results.
SERVICES INTRO
After
All the thing we do
WHATEVER YOUR PROJECT NEEDS, WE’VE DONE IT BEFORE.
Commercial kitchen design, hospitality consultancy, and catering services across the UK.
From the first sketch to opening day. And everything in between.
HOMEPAGE REWRITE
See it for yourself.
In Giorgia's words
What was your website like before?
"To be honest, our website wasn’t bad. There was nothing obviously wrong with it. I’d actually redesigned it about a year ago and was really happy with the look and feel... it was a big step up from what we had before, and we started getting more traffic.
However the copy never quite sat right with me. I’d written it myself, benchmarking against lots of competitors, and that’s when I realised… they all sounded the same. Very technical, quite dry, (myself included) and not reflective of what this industry actually is.
Hospitality design is human and emotional... and our website just didn’t communicate that. I felt a bit “meh” about it, especially compared to the blogs I write, which felt much more like us. I also realised we were unintentionally speaking to other consultants, not our actual clients. It needed to be clearer, more human, and easier to connect with."
What changed after the rewrite?
"The rewrite was unexpected (in a good way.)
I found Maja on LinkedIn after seeing her work with architects, helping them sound more human. When I first read the copy, I was a bit taken aback because it was so different from what we’d normally go for. But then… that was exactly the point. Who actually wants to play it safe?
The more we read it, the more excited we became. That proper, gut-level excitement when you know something is great. She’d captured exactly what we’d been trying to say but hadn’t quite been able to articulate: you have a problem, we can fix it.
It feels confident, clear, and genuinely like us.
And what I didn’t expect was how much she would shape the design as well. She didn’t just rewrite the words, she adjusted the layout and structure so everything worked together. I didn’t think it was possible to improve the site that much visually, but it now looks 10x better and actually matches our energy.
It also didn’t feel like “just” copywriting the process, especially the questionnaire, helped us properly define who we are, what we do, and how we want to be perceived. It felt more like unlocking our brand.
We didn’t need any revisions. She nailed it first time."
How do you feel about it now?
"I’m genuinely excited for it to go live. I’ve already shared the copy with a few people and actually wanted to show it off which says a lot.
It finally feels like people will understand what we do without having to decode it. It’s clearer, more direct, and much easier to engage with. Even I sometimes get lost reading consultant websites (including our own), so simplifying that feels like a no-brainer.
I feel really proud of it."
What was it like working with me?
"Maja was incredibly easy to work with, I suppose it helps that she got it right first time!
But more than that, she made the whole process feel comfortable. She was thoughtful, intuitive, and never made us feel silly. She really did just get it. Both the brief and the tone we were aiming for.
I was slightly hesitant at first, especially as we connected through LinkedIn and hadn’t met in person, but I have zero regrets. It’s probably been one of the smoothest working relationships I’ve had, and that comes down to feeling at ease from the start."
Would you recommend this to others? If yes, why?
"Absolutely.
The process is clear and structured, but what you get out of it feels much bigger than just new copy. It completely shifts how you present yourself.
Maja really went above and beyond. Not just with the writing, but with how everything comes together as a whole.
Our website is now speaking directly to our clients, not to other consultants which is a big shift. And because Maja works closely with architects, that understanding really helped too, as many of our clients come from that world.
If you want your website to actually say something and stand out, I’d 100% recommend it."