Web writing with Transport for London
Digital copywriting
When Transport for London (TfL) redesigned the BikeSafe-London and ScooterSafe-London website, they asked Polon to write web copy that appealed to riders.
Our copy encourages people to go along to rider skills days
It was vital that the new website emphasised the benefits of the scheme’s rider skills days. The aim of the days is simple: to help you enjoy biking even more and keep the rubber the right side down. And they’re a great chance to get feedback from the best in the business — police motorcyclists.
So we used plenty of riders’ vocab to generate some buzz about the days and encourage people to come along and discover the secrets of skillful riding. The result is web copy that gets straight to the point and fuels people’s passion for improving their riding.
Through our web copy we wanted to speak to riders in their own language, demonstrating an understanding of and passion for riding. Working with Polon was easy, they quickly produced copy that was relevant to our audience and our website.
Sarah Elliot - Senior Communications Officer, Transport for London