Achilles Heel website

AH image









Skills: Tone of voice development, web copy

Brief: One of Glasgow’s best-known running shops, Achilles Heel wanted to update their website with copy that reflected their family business, their commitment to running, their expertise and their warm welcome for runners at all levels.

Background: The final project didn’t cover every page, so the links below connect you to some of the pages I did work on.

Tone: In the client’s own words: “energetic, quirky, informal, personal, friendly. Emphasis on the family business aspect. Make the most of the ‘ah’ where you can.”

See more:

Achilles Heel home page

Achilles Heel in-shop page

Achilles Heel gift vouchers page


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