Creating optimised copywriting for renowned fitness charity’s new website

YMCA at One KX’s centre for yoga, Pilates and meditation, is set to become London’s premier mind body destination. Located in the heart of London’s vibrant Kings Cross community, OneKX is part of Central YMCA, the world’s founding YMCA and the UK’s leading health, fitness and education charity. YMCA was looking for a web copywriter to, within tight deadlines, create on-brand digital content for the YMCA at One KX website.

The brief was to express YMCA’s passion for their craft and training, and effectively weave keywords into the copy to optimise its online performance from launch. The charity’s draft text was explored in research sessions with YMCA staff to explore how the new content needed to be created to meet the brief, with messaging relevant to varied audience interests.

We ensured that all new content worked within YMCA’s tone of voice guidelines. Plus, it was built to fit the site’s various page templates, ensuring that copy on this mobile first website was concise and effective for all devices.

Content was completed with prepared Page Titles and Metadata Descriptions, plus notes for inter-page links, to ensure the charity’s in-house team could upload completed content swiftly into the website to help them meet their tight deadline.