Hi, I'm Becki Warren-Crossley. Experienced copywriter, content designer and creative professional.

BT | Global Fabric

Within two weeks the page saw a 294% growth in traffic and 177% growth in SEO.

• View Global Fabric case study

BT | Tap to Pay

Landing page to support new product launch of BT's Tap to Pay for Apple.

• View Tap to Pay case study

BT | Cyber agility

Set of campaign pages for BT's cyber agility campaign.

• View cyber agility case study

DIVA | On writing 'Tart'

"For DIVA, the author writes about growing up in a religious community, coming out as bisexual and penning her upcoming novel Tart."

• Read article (DIVA Magazine)

Personal | Why we still need Pride

"Pride is a chance to not only celebrate each other, but those that came before us and demanded basic human rights for the LGBTQ+ community."

• Read 'Why we still need pride' (LinkedIn)

Heart Internet | 6 tips for upselling in ecommerce

"We understand how important it is for businesses to make those extra sales to help boost their margins."

• Read '6 tips for upselling in ecommerce' (Heart Internet)

Left Lion |
'Janet'

"When people asked me this week what I was up to at the weekend, I got to say: 'I’m going to see some bread puppetry'."

• Read review of 'Janet' (Left Lion)

Left Lion |
'Ghosts of the Near Future'

"Described as a ‘cowboy-noir fever dream’, an audience would be excused for not knowing what to expect."

• Read review of 'Ghosts of the Near Future' (Left Lion)

Left Lion |
'Trash Salad'

"Trash Salad is an experience like I’ve never had before. Is it sexy? Is it insanity? Who knows, but it’s an absolute delight."

• Read review of 'Trash Salad' (Left Lion)

Objective

Completely redesign the Global Fabric landing page for the high-profile re-launch of the product, improving traffic and SEO growth.

Challenges

Product complexity
The complexity of the product had led to a lot of confusion from users who did not understand what it actually did.We needed to ensure that the question of 'what exactly is Global Fabric?' was answered quicky and clearly.Benefits vs features
While marketing stakeholders wanted to lead with the benefits of Global Fabric, as design and UX experts we knew users would want their questions on what the product does answered first.Depth of information
A balance needed to be struck between offering enough information on the product, and ensuring it was strategically placed to maximise understanding and conversion, without overwhelming.

Design actions

Results

Within two weeks of launch, the new page saw a 294%* growth in traffic and 177% growth in SEO.

• Visit Global Fabric page on BT Business

Objective

Design a landing page for the launch of Tap to Pay on iPhone with BT, a new product in partnership with Apple.

Challenges

Apple guidelines
The page needed approval from Apple, and had to showcase BT's offering while adhering to strict Apple guidelines.Many stakeholders
Alongside Apple stakeholders, this high-profile project had lots of voices from within BT to balance.Quick turnaround
An initial design needed to be turned around within a couple of days, with go-live just a month out from brief.

Design actions

Results

The new page was successfully launched on time, having satisfied internal BT stakeholders and Apple stakeholders alike, while navigating design and approval bottlenecks.

Objective

Design a new campaign landing page for BT's cyber agility report on a range of industries and sectors, driving awareness of the topic and positioning BT as a thought leader in the area.

Challenges

Multiple reports
With nine reports to showcase for a range of sectors and industries, and stakeholders wanting landing pages for each one, we were at risk of a messy user journey and SEO cannibalisation.Tight deadlines and late assets
As the reports were being produced alongside the campaign pages, we had to continuously iterate and adjust to hit staggered deadlines when reports became available.

Design actions

Results

In total, all nine reports were successfully rolled out with dedicated landing pages over a three-month period, without compromising on the user journey or harming SEO.

• Visit cyber agility page on BT Business

Things I'm really good at:

"Not only is Becki a truly phenomenal designer, but a true team player. She has led several major projects during our time together at BT, and has done so with transparency and determination to ensure we are all on the same page to drive success.Her constant focus on collaboration with stakeholders allows us to make sure that we get the most out of the content design that works to hit business KPI’s and provide an amazing user experience."Jodie Wham, Product Manager

"Becki's experience and keen eye for detail has been crucial in the redesign and launch of our newsletter, Pride Pulse. They have been integral in designing an exciting and engaging newsletter, that still clearly aligns with corporate branding, but stands out in the inboxes of our members.They have done an amazing job working with Sarah to create a comms plan to engage with colleagues across our membership list, keeping them informed and engaged with the network."The Pride Network and LGBTQ+ Includion Team at BT

"Thank you for the work you've done on the Content Design training. The work you've put into pulling together your section of the course is amazing, and you've really set the bar for the rest of the group (including me!) to follow.What's more, you've done it with absolutely no guidance from me other than a couple of chaotic and rushed calls!Liv Wright, Content Design Manager

"Becki has been super collaborative, flexible and impressively quick whilst being customer focused and working within Apple restrictions. Doing live changes during calls was very much appreciated and allowed us to make decisions and progress quickly.Becki's design work was brilliant and led the way by helping the EE digital team develop their designs, which made things a little bit easier and quicker."Suki Loyal, Key Marketing Stakeholder at BT

"I’ve had the pleasure of working with Becki over the past couple of years, and she’s been an absolute asset to our team.She’s a brilliant content designer who brings energy, creativity, and care to everything she does. She's led on major projects and the impact she's had in her squad has been huge. Any company would be lucky to have her and I can't wait to see what she does next."Lauren Mobley, Content Design Manager at BT

"Becki is an incredibly talented content designer and a genuinely lovely person. We don’t work directly together, but we work in the same office and Becki has been very generous to share any content tips and advice that have made a huge difference.Becki is an exceptional writer, which is something that is shining through as she prepares to release her own book this year - such an incredible achievement!"Amelia Cooper, Content Designer

"I’ve worked with Becki for almost two years in the same squad and I would strongly recommend Becki.She is an incredible content designer, an amazing writer and a great colleague to have. Any company would be lucky to have her."Ihtisham Hussain, Content Editor