Digital Toolkit

The tools behind the copy that converts.

Every tool here earns its place. This is the kit I use to research, write, optimise, and deliver copy that ranks and drives results for clients.

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SEO Research & Optimisation

Tools I use to find the right keywords, map topical authority, and make every piece of content discoverable.

Semrush

Keyword research, competitor analysis, and site audits. My go-to for finding profitable keywords and mapping what rivals are ranking for.

Primary SEO Tool

Ahrefs

Backlink analysis, keyword gap research, and content audits. Particularly useful for tracking keyword rankings and competitor backlink strategies.

Link & Rank Analysis

Clearscope

Ensures my articles cover every topic and subtopic search engines expect to see. Directly linked to improved rankings for long-form content.

Content Grading

Surfer SEO

Real-time on-page optimisation as I write. Helps me hit the right keyword density and structure without compromising natural readability.

On-Page Optimisation

Google Search Console

Website health, indexing status, and organic keyword performance. The first tool I open when reviewing a site's current search presence.

Site Health & Indexing

Analytics & Performance

How I measure what the copy actually does once it is live.

GA4

Tracks how visitors interact with a website and which content performs best. My primary tool for proving content ROI with real engagement data.

Traffic & Behaviour

HubSpot

Connects content directly to sales pipeline. Useful for tracking how blog readers and landing page visitors convert into qualified leads.

CRM & Campaigns

Writing & Drafting

Where the actual words get written, edited, and prepared for delivery.

Google Docs

My primary drafting and client collaboration tool. Clients leave comments, I implement changes, and version history keeps everything clean.

Drafting & Collaboration

Microsoft Word

Long-form drafts and early edits. Particularly useful for copy that needs to be formatted into a document deliverable for clients.

Long-Form Drafting

CMS & Publishing

Where copy goes once it is written. I format, publish, and optimise directly inside these platforms.

WordPress

The platform I use to format, publish, and manage SEO-optimised blog posts and web pages. Comfortable with Elementor, Gutenberg, and Yoast.

Primary CMS

Webflow

I fit my content into Webflow projects alongside designers. Particularly useful for startup and SaaS clients building modern marketing sites.

No-Code CMS

Project & Content Operations

How I keep every project organised, on time, and moving from first brief to final publish without chaos.

Notion

My personal workspace for content calendars, brief templates, research notes, and creative idea organisation. Every project gets its own Notion hub.

Workspace & Planning

Airtable

Turns content plans into visual, trackable roadmaps. Ideal for managing multi-article content programmes and client editorial calendars.

Content Tracking

ClickUp

Task management, deadline tracking, and client project timelines. Keeps every deliverable accountable to a due date and a standard.

Task Management

Jasper

An AI assistant for ideation and beating writer's block. Used for research, angle generation, and first-pass outlines, never for final copy.

Ideation Support

Tools do not write great copy. Thinking does. These tools give me sharper data, faster research, and cleaner delivery. The strategy and the words are still entirely human.