Health & Wellbeing Copywriter

I help health and wellness brands attract more clients, drive demand, and grow revenue through engaging, emotive, and conversion-focused copy.

^{Whether it’s website copy, landing pages or emails, I’ll take care of the words so you can focus on what matters most.}

TOP PROJECTS

Workplace Wellbeing Report & Webinar Guide

Wrote a wellbeing report for Unum exploring employee needs, productivity challenges, and generational benefit gaps.

Mindsum Website Copy

Worked on website copy for a mental health social enterprise to increase engagement, traffic, and sign-ups for their platform

THC (The Henry Centre) Website Copy

A revamp of this therapy centre's website copy to increase traffic, therapy enquiries, consultations, and appointments.

Heal Wellbeing Website & Email Copy

Restructured and revised the website copy of this wellness centre to drive more traffic, engagement, enquiries, and bookings.

AEAL Website Copy & Instagram Posts

Digital content to promote a physical activity initiative and boost sign-ups for activities and partner funding applications

Smokefree C&H Website Copy

Created website copy for a stop smoking service to increase clinical referrals, self-referrals, telephone and email enquiries

Healthy For You Website Copy

Crafted website copy from scratch for this healthtech startup and established their brand personality, tone, and style.

How Digital is Tackling the Diabetes Crisis & Helping Healthcare as a Whole

Diabetics report difficulty making the right nutritional choices, citing a lack of support and advice, confusing information.

+214%

Traffic

4.76%

Conversion Rate

61%

Engagement

About Me

Helping health and wellbeing brands grow with emotive and empathetic copy

I'm Jaffor, a London-based freelance copywriter and UX writer specialising in health, wellness, and mental health.

I turn complex ideas into clear, compelling copy that drives traffic, improves engagement, and boosts conversions.

With 3+ years of experience writing for healthtech startups, therapy centres, mental health nonprofits, and workplace wellbeing brands, I understand how to balance empathy with business goals and consistently write with the user in mind.

I've worked on public health campaigns, digital therapy platforms, and socially driven organisations, including We Make Change and The Inter Faith Network.

Whether you're building a new brand voice, launching a product, or just need persuasive words that convince and convert, I'm here to help.

I'm curious, collaborative, and committed to delivering thoughtful copy that reflects your values and speaks to your audience.

What I bring to your business:

Email and website copy that increases engagement and sales
SEO-optimised content that ranks on page 1 and brings in traffic
Clear messaging that simplifies complex health and wellbeing topics
Strategic, brand-aligned tone of voice development
UX microcopy that improves user flows and reduces friction

I’m passionate about digital healthcare, mental wellbeing, nutrition, and personal growth. I'm easy to work with, deadline-driven, and strategic from day one.

On average, I've increased web traffic by 214%, achieved a 4.76% conversion rate, and a 61% engagement rate for health and wellness brands. My blog pieces for Harley Therapy generated over 1K website visits and ranked within the top 5 positions on page 1 of Google.

Do you value a creative input and human touch over mediocre and generic copy that AI tools generate?

If so, let’s collaborate to craft impactful, user-first copy that supports both your mission and business goals.

What It’s Like to Work With Me

I value genuine, collaborative, and respectful working relationships. I’ll be there from day one and will see your project through to the end.

You can count on me to make your life easier with copy that’s on-point, on-brand, and always backed by a strategy.

Here’s how I work:

No jargon, no guesswork. I’ll dive deep into your brand to capture your unique voice and identity, delivering copy that speaks your audience’s language.
I care about the “why.” Every project begins with understanding your business, goals, values, and voice, so the message hits the nail on the head.
Flexible but focused. I guide the process with structure and clarity, but there’s always room for your input, feedback, and ideas.

Reliable communication. You’ll get regular updates, fast responses, and work that’s delivered on time.
Strategy meets empathy. I bring sector insight (especially health and wellness) and emotionally intelligent messaging to connect with people in vulnerable states.

"We needed to improve our website conversion rate through engaging copy and tone, aligned to our target audiences. Jaffor proactively researched keywords and implemented them strategically to improve our website's search engine rankings. His attention to detail and dedication to producing quality content were truly commendable. He was always receptive to feedback and open to suggestions. We've achieved a 320% increase in web traffic, a 65% engagement rate, and a 4.76% CVR. Jaffor is undoubtedly a valuable asset to any team."

― Fareed Baloch, Founder & CEO of Mindsum

“

"We were receiving fewer enquiries and bookings for our services. Jaffor helped restructure our website and simplify our content while staying true to our tone and style of messaging. His creative input and way with words helped bring our brand story to life. I applaud his enthusiasm and curiosity to get at the heart of our brand and how our services transform people’s lives. The revised web copy has increased our web traffic by 84% in three months, and the promo email has achieved a 22% open rate, 3.5% CTR, and a 2.75% CVR."

― Tamara Selaman, Founder of Heal Oxford Wellbeing

“

"Jaffor nailed our brand personality, tone of voice, and messaging style for our website copy. He likes to understand topics comprehensively and follows up on deliverables. He also produced an insightful piece on diabetes and digital healthcare. It helps to work with a writer who's well-versed in research and can demystify complex healthcare information. I'd definitely work with him again on future projects."

― Akeel Hussain, Founder of Healthy For You

Services

Website Copy

Your website is your digital front door. I help you craft concise, compelling copy that showcases your brand's personality and values, and attract the kinds of people you want to help.

What’s included:

Homepage, About, Services, and Contact pages
Messaging strategy and tone of voice
SEO optimisation to boost discoverability

Conversion Copywriting

Need to increase sign-ups, clicks, or sales? I use proven persuasion principles to create copy that speaks to the hearts and minds of your audience and drives results for your business.

What’s included:

Landing pages for offers or programmes
Email sequences (welcome, nurture, promos)
Lead magnet copy or opt-in pages

UX & Microcopy

Tiny words have a big impact. From buttons and forms to error messages and onboarding flows, I ensure every word guides and instructs users for a smooth journey through digital products.

What’s included:

Calls-to-action that convert
In-app messaging and prompts
Copy that aligns with your user journey

Blog & SEO Content

Your audience is searching for help; you can create awareness and educate them about your offer through your blog. I create insightful, empathetic content that ranks high and drives traffic.

What’s included: