Hardworking copy for an exceptional charity

Website copy | CABA | February 2022

Online copy that launched a new tone of voice across key web pages while communicating core messages with clarity and compassion.

Evergreen web content for the everyday and the exceptional

CABA is a UK charity that helps chartered accountants and their families thrive by equipping individuals with the practical, emotional or financial tools to manage whatever’s in front of them.

I rewrote CABA’s most visited web pages in line with their refreshed brand voice. This required a significant shift from an inconsistently applied bureaucratic tone to a straightforward, approachable style.

Caba's logo and the tagline: For the everyday and the exceptional
Many people approaching CABA for support are facing huge challenges. My copy had to be both clear and compassionate.

Style and substance

Through these web pages, I communicated the core message that CABA is there for its community no matter what. My copy helps web visitors understand that the charity offers much more than financial assistance during hard times.

The usual demands and shifting priorities of any major rebranding and web redesign project meant that I was required to work to tight deadlines, while meeting the needs of multiple stakeholders.


We undertook a major project at CABA to update our brand, tone of voice and website. Ruth’s web copy interpreted our new brand voice accurately and consistently and helped us bring our refreshed brand to life online.

Rekha Chauhan​, Brand and Communications Manager

Copy for long-term impact

My copy is helping members of the Chartered Accountant community get the support they need. It is also providing inspiration to CABA employees as they get to grips with the organisation’s new brand voice.

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