The Dossier
A tone of voice document I build directly from your audit findings. A practical guide to how your brand should sound — written for you and your team to use.
Through Line by Dani Jones — Strategic communications audits. Your business has grown.
Your messaging hasn’t kept up.
Through Line is a strategic communications audit I built for female-founded B2B tech companies whose messaging has fragmented as you’ve scaled.
Sound Familiar?
- You can explain what you do in a room.
- On the website, it sounds like everyone else.
- Your LinkedIn has gone reactive.
- The blog drives traffic that doesn’t convert.
- Someone on the team wrote the About page and it no longer sounds like you.
The gap isn’t in your content but the single narrative line running through it.
That’s what I find.
One Audit. Three Lenses.
I review a defined set of your customer-facing communications and show you exactly where your messaging is breaking down.
01
Editorial
Does your company sound clear, distinctive, and recognisably human?
02
Commercial
Does your messaging support conversion, sales conversations, and buyer confidence?
03
Search
Is your content structured to perform in search, including AI-generated discovery?
What I Look At
- Website pages
- Founder LinkedIn profile and recent activity
- Company LinkedIn posts
- Newsletter or email sequence
- Existing blog posts or articles
- Core product messaging and positioning
- Competitor messaging across three direct comparators
I deliver a 15–25 page PDF strategy deck. Turnaround: 7–10 working days.
Built For Founders Like You
You’re post-seed or Series A. You’re female-founded, building B2B tech in the UK or Europe. You’re still close enough to the business that your voice shapes how it’s understood. You came from product, ops, engineering, sales, or somewhere else entirely. You know the problem you solve. Communicating it externally has become harder as you’ve grown.
- Real traction, fragmented messaging.
- Your website no longer sounds like you in conversation.
- You’re becoming more visible — and the inconsistency is starting to matter.
- You want strategic thinking, not more generic content.
Why Me
Most copywriters come from editorial or marketing. I came from sales first.
Before I wrote for other businesses, I sold for them. That background changes how I read copy. I’m not looking for sentences that sound good. I’m looking for sentences that do a job, and I can tell when they’re not doing it.
Over a decade writing across journalism, editorial, and content strategy. Bylines in Vice, Time Out, the Independent, HuffPost. I’ve worked inside SaaS companies and alongside founders right at the point original messaging cracks under growth. That’s the moment Through Line is built for.
I work with a small number of clients. Not as a pitch. Because that’s the only way this works.
Writing samples and previous work available on request.
What People Say
Her copy was always delivered on time, on brief and garnered excellent SEO results and traffic.
Katie Rowe
England Content Manager, VisitBritain
Her work is always delivered promptly, in whatever tone of voice required and is always SEO ready. The feedback we’ve received from clients has been fantastic.
Tariq Qureshi
Director, Ameen Digital
The gap isn’t in your content. It’s the single narrative line that should run through all of it.
What Comes Next
One-off project. Clean deliverable. You own it.
Retainer
Writing that sounds like you, built around what the audit found. The work stays consistent because the strategy is already done.
Coming Soon
The Tool
A bespoke copy-scoring tool built around your specific audit findings.
Investment
Audit slots are £750. I take one per month.
Slots are confirmed first-come, first-served once I’ve reviewed your brief.
Ready To Find Out Where The Gaps Are?
Apply for an audit slot below. If it’s a good fit, I’ll confirm a start date and send over the materials brief.
Apply For An AuditOne slot available in June 2026. I review applications as they come in.