Copywriter

Website copy refresh and tone of voice development

Deadline Date

15/06/2026 - 09:00

National Dance Company Wales are looking for a skilled copywriter to help communicate clearly, confidently and with character.

We make dance made in Wales and share it with the world.

We are a contemporary dance company based in Cardiff Bay. We tour performances across the UK and beyond and we inspire others to move through talent development. We put many voices at the heart of our work because we believe dance is for everyone and build communities through enriching dance experiences.

We’re on a journey to connect audiences to our work by making significant investment in our digital infrastructure. This year we’ll be launching a new website, CRM and ticketing system – all built to work together to improve user experience. This project is funded through the Bloomberg Philanthropies’ ‘Digital Accelerator’ programme.

We’re looking for a skilled copywriter to help us make the most of this moment. We want to communicate clearly and confidently about ourselves and our work and put that into practice across the key pages of our new website.

We want to balance character and clarity and follow best practice for writing across digital channels. We want copy that sounds like ‘us’, and meets people where they are, whether they’re familiar with our work or have never been to a dance performance or class before.

As a bilingual company, we’re particularly interested in hearing from copywriters who can write in both Welsh and English, or from a collaborative team, who can recognise the nuance of tone in both languages. We also welcome applications from English-only or Welsh-only copywriters as translation can be arranged.

• NDCWales superfans and loyal audiences who know and love our work
• First-timers who are curious about contemporary dance. Including teachers, young people and lifelong learners who we reach through our schools and community work
• Arts explorers who aren’t necessarily dance attenders, but enjoy a variety of artforms or cultural experiences
• Artists, choreographers, and industry peers exploring our work or opportunities
• Potential funders and partners who want to understand and invest in our mission and impact

Our website needs to be welcoming and accessible for all these people.

We currently hold a basic set of ‘brand voice’ guidelines. They give us a foundation to work from, but part of your role will be to help us develop them through this brief.

• Review our existing brand voice guidelines and any relevant audience insight
• Understand how we currently talk about ourselves across our digital channels (and our ambitions going forward)
• Produce short ‘golden rules’ guidelines with examples for internal use across the organisation

• Write headline and body copy for agreed key pages
• Develop appropriate calls to action for each page, responsive to different user journeys
• Where relevant, rework existing copy rather than starting from scratch

• Share drafts for feedback (we’ll agree a review process including timelines as part of the contract process)
• Incorporate revisions and prepare final copy for handover

We’re anticipating working on approximately 6-8 pages. The final list will be agreed at the project kick‑off, but we expect it to include:

• Homepage
• About Us
• Tone of voice development and short golden rules document
• Suggested calls to action for each page aligned to user journeys
• Headline and body copy for all agreed website pages that balances personality and character with clarity of message and web‑writing best practice
• Final copy formatted and ready for handover within mutually agreed timeline
• All copy to meet accessibility best practice, including an appropriate reading age; and consider the nuance of tone that English and Welsh languages may present
• All copy to be optimised for web and search (including AI search readiness and SEO)

Our current website is , this also links to dance house.wales (our home venue). Our new website will unite both sites. We’d love to hear what you think is…