Neil Addison

SEO and technical content writing for enterprise software

Neil Addison

  • Technical subjects, plainly told

    The pharma supply chain white paper below covers the same planning and supply chain ground as Logility, written for a specialist B2B reader.

  • Content that converts

    Every page needs a clear path to enquiry or demo. The DTC homepage rewrite delivered a conversion lift of around 30%, and the endowment fund’s donation page was designed as a conversion instrument for five-figure commitments.

  • Written for search and AI answers

    I structure content around search intent: questions answered early, headings that mirror how people search, and keywords that sit naturally in the copy. Building and running my own AI platforms has given me a working view of how AI tools select and summarise web content.

  • New industries, quickly

    My client work has run from pharma and fintech to biotech and consumer brands, each with its own product detail and register. Getting the facts right from subject experts is a routine first step, not an exception.

Selected work

  1. A white paper built from a conference talk on pharma supply chain planning
  2. Homepage messaging audit for a premium DTC water filtration brand
  3. A customer story for an AI audit software company, from a recorded call
  4. Investor communications for a philanthropic endowment fund

A white paper built from a conference talk on pharma supply chain planning

B2B, supply chain, pharmaceuticals

A European consultancy's conference presentation on digital supply chain twins existed as slides, speaker notes, several expert viewpoints and a customer use case split in two. It was episodic, repetitive and drifted between narrators.

What I did

  • Gave the paper one narrator and one argument, with the consultancy's team shown solving the problems it described.
  • Fused the split use case into a single, more specific worked example.
  • Cut repeated slide content openly, with commentary on every cut and options to reinstate, shorten further or repurpose material elsewhere.

Result

A two-part white paper that planning leaders can read in full without the deck or the speakers in the room.

Read the full case study (PDF)

It took several trial structures before the right one emerged. Every cut was explained so the client could reverse it.

Homepage messaging audit for a premium DTC water filtration brand

Direct-to-consumer, conversion copy

A technically credible product with laboratory certification, elite athlete endorsements and measurable purity results, and a homepage that wasn't converting. The page ran Mission, Process, Benefits, Proof, so most visitors left before they reached the evidence.

What I did

  • Mapped the argument the page was making and where it lost people, before touching any copy.
  • Reordered the page as Problem, Solution, Proof, Process, leading with what contaminants do in tap water and the 99.9% removal figure.
  • Rewrote the tagline and the weakest lines, and cut premium language that signalled exclusivity when the product needed trust.

Result

The client implemented the changes and the conversion rate rose by around 30% the following month.

Read the full case study (PDF)

The mission statement was the weakest section on the page and sat in the strongest position.

A customer story for an AI audit software company, from a recorded call

AI, audit and accounting, US market

A discovery call with a partner at one of the twenty largest US accounting firms: expert, articulate, and in the order the conversation happened. The readers were auditors and finance leaders who would spot an overclaim at once.

What I did

  • Proposed four themes and a structure for approval before drafting a word.
  • Wrote a five-part story of about 1,700 words, shorter than first quoted because the material didn't need more.
  • Shaped the partner's spoken remarks into readable quotes, and delivered an annotated transcript tracing every quote to its source.

Result

The software's case made through the partner's own judgement, with every quote ready for his sign-off, inside a 12-hour cap.

Read the full case study (PDF)

AI that sifts every transaction is only worth something if a skilled auditor knows what to do with what it finds.

Investor communications for a philanthropic endowment fund

Philanthropy, high-net-worth donors

A 37-slide investor brochure with the direct ask buried on slide 34, a tone that wavered between institutional and offhand, and no sequence to carry a prospective donor from interest to commitment. Seed gifts were set at £50,000 and up.

What I did

  • Resequenced the brochure on direct-response principles: credibility, thesis, proof, then the ask.
  • Moved the ask forward to slide 7 as a primer and reprised it at the close with concrete giving mechanisms.
  • Built the content architecture and copy for a six-section website, including a donation page with tiered pathways and a consultation booking for major gifts.
  • Produced a condensed pitch deck for live presentation, with an annotated companion so the design team could implement every change with the reasoning in hand.

Result

A single communications system across brochure, deck and website, speaking with one voice to an audience used to institutional-grade material.

Read the full case study (PDF)

A homepage montage of children would have read as a children's charity to anyone skimming. It came out.

Also

  • LinkedIn articles and posts for the founding partner of a London pre-seed venture firm, written in his voice from voice notes and calls, including a founder storytelling series and portfolio exit stories.
  • Four months running the X account of a US technology CEO.
  • Content strategy, a 60-day launch plan and company-page LinkedIn content for a hardware engineering firm in Shenzhen.
  • Content strategy and copywriting for Bluecrux, a pharma supply chain consultancy.

Writing samples

Where client work sits under NDA, some samples are spec pieces for invented brands, so they can be shown in full. Each says so.

Editing

  • Editing the AI Draft

    Two AI-drafted pieces for a luxury beauty readership, shown as supplied, as revised, and with a log of every change.

Books and long form

  • The High Cost of Waiting

    A thought leadership article for growth-stage SaaS founders on the spread-out cost of putting off outside help.

  • Making It Work: What to Ignore

    An abridged chapter from my book on AI strategy for small and mid-sized businesses. One clear argument, plain language, sourced claims.

What clients say

  • Quickly distilled all relevant information from a very complex project description down to its essence. If you need to simplify your message and your narrative … Neil is the perfect person to work with.

    Founder, AI venture

  • We’ve been very impressed by … his ability to turn complex subject matters into easy and attractive to read long-form copy. Performed above expectation even with a tight deadline.

    AI and technology company

  • Neil is a consummate professional, undoubtedly skilled in his craft, providing quality writing at speed with clear communication throughout the process.

    Games studio

  • I can recommend Neil to any business & leadership writing job anytime. Will engage him in my next writing job.

    Business consultancy

From client reviews on Upwork.

Background

I have written professionally for fifteen years, the last ten as an independent copywriter and content writer for founders, leadership teams and specialist B2B firms in the UK, Europe, Asia and the US. Nearly all of it is written to someone else's brief and often in someone else's voice: website and landing pages, white papers, customer stories, articles and ghostwritten thought leadership.

On Upwork I am Expert-Vetted, which places me in the top 1% of the platform, and Top Rated Plus, with 72 completed contracts and 40 client reviews averaging 4.8 out of 5.