Wolverhampton – office based

Full-time, permanent

£38,000–£45,000 depending on ability

This isn't a traditional content writer role

We're looking for someone who understands that good e-commerce content isn't simply content that reads well.

It has a job to do.

It needs to attract the right people through search, answer the questions that are stopping them from buying, build trust, communicate benefits clearly and ultimately help turn visitors into customers.

You might be an excellent writer. But if your starting point is simply "How can I make this sound good?", this probably isn't the role for you.

We Want Someone Whose Starting Point Is

Who is the customer? Why have they arrived on this page? What are they looking for? What don't they understand? What are they worried about? What would make them buy – and what could make them leave?

Then we want you to write the content that answers those questions.

What We Mean By Commercial Writing

A specification might say

"All our phones are SIM-free."

Technically, that's correct.

But many customers don't know what SIM-free means or why they should care.

Good Commercial Content Translates The Feature Into Something Meaningful

"Use your existing UK SIM card and continue using your current mobile number."

That's the difference we're looking for.

We call it benefit-led commercial copywriting.

You'll take technical information, product features, customer concerns, data and evidence and turn them into clear reasons for someone to choose us.

Without exaggeration, misleading claims or unnecessary marketing language.

What You'll Be Responsible For

You'll work across virtually everything our customers read, including:

• Homepage content
• Category and collection pages
• Product pages
• SEO landing pages
• B2B and business pages
• Buying guides
• Help and educational content
• Blog content
• Email
• Advertising copy
• Calls to action
• Promotional messaging
• Customer journeys
• New website sections and propositions

You'll also review existing content and challenge it.

We don't want somebody who waits to be told what words to change.

If a page is confusing, say so.

If we're answering the wrong question, say so.

If an important customer objection hasn't been addressed, identify it.

If a feature is being described without explaining its benefit, fix it.

If content exists purely because somebody thought the page needed more words, challenge whether it should exist at all.

Content should start with evidence

We want decisions to be informed by data rather than personal preference.

Depending on the project, you'll use information from sources including:

• Google Analytics / GA4
• Google Search Console
• Ahrefs
• Keyword and search-volume data
• Search intent
• Organic rankings
• Conversion rates
• Heatmaps
• Session recordings
• A/B tests
• Customer service enquiries
• Customer reviews
• On-site search behaviour
• Sales data
• Competitor research
• Customer feedback

You Should Be Comfortable Asking

What does the evidence tell us?

And Equally Importantly

What don't we know yet, and how could we test it?

SEO, search and AI visibility

Organic traffic is a major part of this role.

You'll help us create and improve content designed to perform across traditional search engines and the rapidly developing world of AI-assisted search.

You'll Ideally Understand Areas Such As

• Keyword research
• Search intent
• SERP analysis
• On-page SEO
• Headings and page structure
• Internal linking
• Semantic relevance
• Content cannibalisation
• Topical coverage
• Featured snippets
• Commercial vs informational intent
• Entity and brand signals
• Content designed to be understandable and useful to search engines and large language models

We're not interested in stuffing keywords into copy.

SEO and good customer communication need to work together.

Conversion rate optimisation

Traffic alone isn't enough.

Once somebody reaches the website, the content needs to help them make a decision.

You'll Therefore Be Expected To Think About

• Customer motivations
• Buying behaviour
• Objections
• Risk reduction
• Trust
• Social proof
• Choice architecture
• Value propositions
• Feature-to-benefit translation
• Calls to action
• Information hierarchy
• Cognitive load
• Friction within the customer journey

You'll work with the wider team to develop hypotheses and test improvements.

Who We're Looking For

We're deliberately not specifying a minimum number of years' experience.

You could have ten years' experience and be wrong for this role.

You could have considerably less experience but demonstrate exactly the commercial thinking we're looking for.

What matters is whether you can do the job.

You'll Need To Be Someone Who

• Writes exceptionally clear English.
• Understands the difference between a feature and a customer benefit.
• Can simplify technical subjects without making them inaccurate.
• Thinks commercially.
• Is naturally curious about why customers behave as they do.
• Uses evidence rather than relying purely on opinion.
• Understands that different pages have different search and customer intent.
• Can challenge a brief when the brief doesn't make commercial sense.
• Is comfortable working with numbers and analytics.
• Can research subjects properly rather than simply rewriting existing content.
• Understands SEO or is capable of developing strong SEO knowledge.
• Is interested in CRO and behavioural psychology.
• Can switch between B2C and B2B audiences.
• Can write both short conversion-focused copy and longer educational content.
• Takes responsibility for the performance and purpose of their work, rather than simply delivering a word count.

Experience within mobile phones or consumer electronics would be useful, but it is not essential.

Commercial thinking is more important to us than industry experience.

Using AI

We actively encourage the intelligent use of AI.

Use ChatGPT, Claude and other tools to research, analyse, generate ideas, challenge your thinking and work more efficiently.

But AI is a tool.

Typing "write me a product page", copying the result and considering the job complete isn't what we're looking for.

You remain responsible for understanding the customer, checking the evidence, deciding what needs to be communicated, verifying accuracy and producing the final result.

How We'll Measure Success

The purpose of this position is not simply to produce more content.

Success will ultimately be measured by whether your work contributes towards:

• Increasing relevant organic traffic and search visibility
• Increasing revenue and conversion rates
• Increasing our visibility within AI and LLM-generated search results
• Making it easier for customers to understand our products and make purchasing decisions
• Increasing customer confidence and trust
• Improving the overall quality and commercial effectiveness of our website

We're interested in the result, not the word count.

About The Big Phone Store

The Big Phone Store is a UK mobile phone retailer based in Wolverhampton.

We've been operating since 1999 and sell refurbished mobile phones and related products to consumers and businesses throughout the UK.

Unlike businesses where content sits several departments away from the customer, you'll be working inside an e-commerce operation where you'll have access to real customer behaviour, search data, sales information, customer feedback and the teams responsible for delivering the service.

That gives you the opportunity to see whether the content you produce actually works.

Before you apply

Please don't send us a generic application telling us that you're a passionate storyteller with an eye for detail.

We're more interested in how you think.

As part of the recruitment process, we'll give shortlisted applicants examples of real e-commerce pages and ask them to explain:

What's wrong with this page?

What information is missing?

What would you change?

Why would you change it?

What evidence would you look for before making that decision?

How would you know afterwards whether your change worked?

If those are the types of questions you naturally ask when looking at a website, we'd like to hear from you.