You should be comfortable asking:

• What does the evidence tell us?
• What don't we know yet, and how could we test it?

SEO, search and AI visibility:

Organic traffic is a major part of this role.

You'll help us create and improve content designed to perform across traditional search engines and the rapidly developing world of AI-assisted search.

You'll ideally understand areas such as:

• Keyword research
• Search intent
• SERP analysis
• On-page SEO
• Headings and page structure
• Internal linking
• Semantic relevance
• Content cannibalisation
• Topical coverage
• Featured snippets
• Commercial vs informational intent
• Entity and brand signals
• Content designed to be understandable and useful to search engines and large language models

We're not interested in stuffing keywords into copy.

SEO and good customer communication need to work together.

Conversion rate optimisation:

Traffic alone isn't enough.

Once somebody reaches the website, the content needs to help them make a decision.

You'll therefore be expected to think about:

• Customer motivations
• Buying behaviour
• Objections
• Risk reduction
• Trust
• Social proof
• Choice architecture
• Value propositions
• Feature-to-benefit translation
• Calls to action
• Information hierarchy
• Cognitive load
• Friction within the customer journey

You'll work with the wider team to develop hypotheses and test improvements.

For example:

Observation: Customers may not understand what 85% battery health means.

Question: Could uncertainty around battery condition be reducing conversion?

Potential solution: Explain what battery health means in plain English, what customers can expect in everyday use and what alternatives are available.

Then: Measure whether the change actually improves customer behaviour.

That's the type of thinking we're looking for.

Who we're looking for:

We're deliberately not specifying a minimum number of years' experience.

You could have ten years' experience and be wrong for this role.

You could have considerably less experience but demonstrate exactly the commercial thinking we're looking for.

What matters is whether you can do the job.

You'll need to be someone who:

• Writes exceptionally clear English.
• Understands the difference between a feature and a customer benefit.
• Can simplify technical subjects without making them inaccurate.
• Thinks commercially.
• Is naturally curious about why customers behave as they do.
• Uses evidence rather than relying purely on opinion.
• Understands that different pages have different search and customer intent.
• Can challenge a brief when the brief doesn't make commercial sense.
• Is comfortable working with numbers and analytics.
• Can research subjects properly rather than simply rewriting existing content.
• Understands SEO or is capable of developing strong SEO knowledge.
• Is interested in CRO and behavioural psychology.
• Can switch between B2C and B2B audiences.
• Can write both short conversion-focused copy and longer educational content.
• Takes responsibility for the performance and purpose of their work, rather than simply delivering a word count.

Experience within mobile phones or consumer electronics would be useful, but it is not essential.

Commercial thinking is more important to us than industry experience.

Using AI:

We actively encourage the intelligent use of AI.

Use tools like ChatGPT, Claude and others to research, analyse, generate ideas, challenge your thinking and work more efficiently.

But AI is a tool.

Typing "write me a product page", copying the result and considering the job complete isn't what we're looking for.

You remain responsible for understanding the customer, checking the evidence, deciding what needs to be communicated, verifying accuracy and producing the final result.

How we'll measure success:

The purpose of this position is not simply to produce more content.

Success will ultimately be measured by whether your work contributes towards:

• Increasing relevant organic traffic and search visibility
• Increasing revenue and conversion rates
• Increasing our visibility within AI and LLM-generated search results
• Making it easier for customers to understand our products and make purchasing decisions
• Increasing customer confidence and trust
• Improving the overall quality and commercial effectiveness of our website

Sometimes the answer will be writing more.

Sometimes it will be rewriting something.

Sometimes it may be deleting content altogether.

We're interested in the result, not the word count.

About The Big Phone Store:

The Big Phone Store is a UK mobile phone retailer based in Wolverhampton.

We've been operating since 1999 and sell refurbished mobile phones and related products to consumers and businesses throughout the UK.

Unlike businesses where content sits several departments away from the customer, you'll be working inside an e-commerce operation where you'll have access to real customer behaviour, search data, sales information, customer feedback and the teams responsible for delivering the service.

That gives you the opportunity to see whether the content you produce actually works.

Before you apply

Please don't send us a generic application telling us that you're a passionate storyteller with an eye for detail.

We're more interested in how you think.

As part of the recruitment process, we'll give shortlisted applicants examples of real e-commerce pages and ask them to explain:

• What's wrong with this page?
• What information is missing?
• What would you change?
• Why would you change it?
• What evidence would you look for before making that decision?
• How would you know afterwards whether your change worked?

If those are the types of questions you naturally ask when looking at a website, we'd like to hear from you.