Content Copywriter

Responsibilities

• Research keywords, search intent and competitor content using SEMrush, Google Search Console and Google Keyword Planner — and monitor how AI tools answer fertility questions and where our brands appear
• Write and improve treatment pages, location pages, blogs, FAQs and guides to rank in search and be clear enough for AI tools to cite
• Audit and refresh existing content across LWC and KindIVF, improving underperforming or out-of-date pages
• Work with clinicians and scientists to turn research papers, data and expert opinion into patient-facing web content with clear clinical authorship and sourcing
• Draft copy for email nurture journeys from first enquiry through consultation and treatment, and write regular brand newsletters
• Track performance in Google Analytics, Search Console and our email platform — report on what is working and suggest what to do next
• Manage content through clinical and compliance sign-off, keeping accurate records of approvals and updates
• Support LEB and LSB with donor recruitment and patient content within HFEA advertising rules

Requirements

• Proven experience as a content writer or copywriter, with examples of website content that ranked and drove traffic
• Experience writing email campaigns — ideally nurture journeys or newsletters
• Good working knowledge of on-page SEO, search intent and content structure
• A genuine interest in how AI search works and how it is changing the way people find information
• Experience turning research, data or technical material into clear content for a general audience
• Experience using SEMrush (or similar), Google Search Console, Google Analytics and WordPress
• Excellent writing, grammar and editing skills with strong attention to detail
• Confidence working with senior clinicians and handling their feedback
• Empathy and good judgement about tone when writing about infertility, pregnancy loss and donation

Preferred

• Experience in healthcare, fertility, women’s health or another regulated sector
• Hands-on experience improving a brand’s visibility in AI search
• Experience with CRM or email platforms and automated journeys
• Experience with local SEO for multi-location businesses
• Knowledge of HFEA or ASA regulations

Benefits

• 32 days annual leave including bank holidays
• Life assurance
• Pension plan
• Workplace Nursery Scheme
• MyGym discounts
• Staff treatment discounts
• EV Car Scheme and Cycle2Work
• Perkbox benefits platform
• Health and wellness programmes
• Ongoing learning and development opportunities