CASE STUDY
Cannon Kirk copywriting
Client: Cannon Kirk UK
Studio: Reach Marketing
Deliverables
Cannon Kirk Homes is a regional house builder operating across Lincolnshire and Cambridgeshire, with a reputation for creating neighbourhoods full of character.
Social media posts.
When I first reviewed their social media presence, it was clear that posts were being written by multiple contributors. As a consequence, their social profile lacked a consistent brand voice.
My first priority was to establish that voice. Consistency builds trust and creates a stronger connection with audiences – vital in the housing market, where buying a home is as much an emotional decision as it is a practical one. People also like to feel there is a real person with their fingers on the keyboard. To that end, I used humour and fun phrasing to prove that yes, these posts are being written by a real human, not an AI bot.
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Once the Cannon Kirk voice was defined, I introduced a balanced content mix that combined informational posts, community news, and CSR stories with carefully judged sales messages. This variety kept the feed fresh and engaging by adding as much value as possible, avoiding the fatigue that comes with too many product-focused hard-sell posts.
Selected links.
Cannon Kirk in numbers.
Blog posts and landing pages.
Alongside social media, I produced a series of blog posts and landing pages for the Cannon Kirk website. Many of these were cross-linked with the social posts, creating a joined-up content strategy. This work formed part of a broader SEO approach that helped increase site visitors by 18% year-on-year and contributed directly to a 12% uplift in enquiries.
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The result is a Cannon Kirk Homes feed and website that are fresh, informative, and strategically aligned – working together as an active and effective part of the sales funnel.
