Cox Automotive – Copywriter II
As a copywriter, I produced content for finance and service center pages, new and used inventory pages, blog posts, and more. I now have a writing portfolio that covers structured and free-form content for economy brands, luxury brands, and everything in between. I also learned to maintain the quality of my writing while ramping up my pace to meet production targets.
To achieve these standards, I welcomed feedback from a more experienced copywriter as part of a mentorship program during my first several weeks on the job. Although I completed this mentoring stage ahead of schedule, I still embraced guidance from copywriting and SEO team members to continually sharpen my craft and deliver high-quality content to clients.
The samples below are my works that dealerships feature on their websites, but I’m not including direct links to the live web pages at the request of the Cox Automotive team. To view the full pieces in PDF format, please click on the links below each sample.
I crafted this model-specific page to help advertise the new Genesis G80 at a Maryland dealership. For a model page, I organized my content into categories that most drivers focus on: Performance, exterior, interior, technology, and safety. This strategy makes it easy for viewers to quickly find the exact details they’re looking for. There are some minor PDF formatting issues in this piece, so I apologize for any inconvenience.
Writing a section on new specials requires a more distant perspective. While I can focus on individual details for a model-specific page, I needed to keep my information more general here since specials on vehicles change often. I kept the descriptions of these models brief while still managing to highlight the strength and style of these Ford vehicles.
As a copywriter at Cox, I mastered patterns involved in creating more rigid types of content. For this Mitsubishi dealership’s finance center, I followed the formula of highlighting the finance center’s professionals and services, emphasizing the available finance options, and confirming the dealership’s local connections.
A service center article is similar to a finance center one, but it focuses on different themes. For a service center piece, my goal is to showcase the experience of the service team, accent the variety of services offered, and reaffirm the convenience of the process. This is a strict format, but there are nuances that make a service page unique.
Closely mirroring the structure of a service center piece, a parts center section discusses car components in addition to the expertise of the dealership’s team. Efficiency and experience are still key elements, but I also highlight the benefits of genuine parts and how customers can install parts during DIY projects.
I also had fun working on free-form blog articles for clients. Sometimes a dealership would ask me to advertise a model or lineup, which I did here for a Lincoln dealership. I adjusted my language to convey the luxury and elegance of the Lincoln brand.
While most of my writing covered automobiles, I was ready to take on any topic that led me down a road less traveled. I exercised my creative thinking skills for this Earth Day blog, connecting a Honda dealership and its new inventory to the idea of protecting the environment during Earth Day.
Matthew Urwin 