DCTUK: Web & product copy
With a tagline so mighty, I’ll allow DCTUK to introduce themselves: UK's No.1 Flooring Contractor & Retailer of Flooring that ain't boring!®
Is it too early for a mic drop?
Anyway, this is one of those lovely full-circle kind of projects for me because DCTUK was one of my first proper, proper full-time marketing and copywriting jobs way back when.
(My previous employer was addicted to Pepsi Max, spent most of the day French kissing their Cavalier King Charles Spaniel and thought it was perfectly normal to illuminate the staff toilet (chokey) with nothing but the piercing shaft of light from a battery-powered drill. When I joined DCTUK, I was just relieved to have a desk.)
My fledgling role at DCTUK had me doing the full marketing shebang: blogs, emails, product names, product descriptions, social media and seasonal campaigns, including an April Fool stunt where we convinced our subscribers we’d been hired to recarpet Buckingham Palace.
Over a decade (and many more strange office experiences) later, here I am, writing website copy and product descriptions for a brand that still feels like home. Still with the same cheeky, witty, smirk-incuding tone-of-voice that compels, entertains and delivers all the technical product info DCTUK’s customers need in the easiest, breeziest way possible.
Anyway, you didn’t ask for my life story or a trauma dump of my professional experiences thus far, so let’s skip to the good stuff.
Above you can see a small snapshot of the hundreds (and I mean hundreds) of product descriptions and category page descriptions I wrote for DCTUK during 2025 as they prepped for the launch of their brand-spankin’ new website at the beginning of 2026. Talk about taking the Year of the Fire Horse by the reins.
Enjoy the LOLs and watching me toe the line of legal in the name of a brand voice that actually dares to be different in its industry.
That’s what I love about working with Jon (DCTUK’s Head of Marketing) and the rest of the team - they’re so sure of their brand. That makes my job translating product information and optimisation opportunities into cool copy people actually want to stop and read so much easier.
Just to give you an example of what I mean, these are just two of the real-world user personas Jon shared with me during the briefing:
“Middle-aged school headteacher - buying for their school, 20-year career, now hates children, lives in Birmingham, watches Villa play at weekends - what’s going to make him chuckle?”
“A young Gen Z PA to a CEO - tasked with sorting out the flooring of their new building, no previous experience, scared shitless, TikTok crazy, doesn't want to pick up the phone - how do we connect with her?”
I can see these people in my mind, hear their voices and know what they talk to their mates about on the phone. When you can see your target audience that clearly, writing words that resonate with them just flows.