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my copywriting portfolio.
Wedding planning without the stress
What if you had a wedding planner with you every step of the way, without paying extortionate amounts?
(If you don’t count the cost of wedding flowers…). This course launch and refresh copy was a dream to work on.
Sales page and ads for a wedding planning course / audience research
When three become one
Sometimes a project lands in my inbox that’s so utterly, completely, challengingly different to anything I’ave done before, I have to say hella yes.
This was 3 websites for one business, with totally different audiences.
Website copywriting / Brand messaging / Business strategy
Life begins in mid-life
I worked with a few clients last year who focused on supporting women in mid-life (maybe it was a sign).
This coach lives and breathes her philosophy and it’s a joy to see her passion. I hope I captured it in the words to launch her new program
Sales page copywriting for a life and business coach / audience research
Blending strategy with…spirituality?
Yep, you read that right. This course is all about marrying the spiritual practices found in Ayurvedic teachings, with strategically growing your business. I was so convinced by the sales copy I wrote that I even joined the course myself.
Sales page copywriting for a life and business coach / audience research
Can you really hack happiness?
Now THIS is what I call an interesting project. Writing the website for the world’s only happiness hacker. Someone who has created her own Intentional Adaptability Quotient (IAQ®). Someone who speaks publicly on how to create a life of meaning. Let’s put it this way, I learnt a lot.
Website copywriting / Brand messaging / Business strategy
Elevating businesses from average to spectacular
Oh, I do love working with business coaches. This project was unusual because I didn’t start the copy from scratch, I optimised what was already there (which was already pretty good). A good one to really test the results and see how a few simple(ish) copy tweaks can really boost conversions.
Sales page copywriting for a life and business coach / audience research
Redefining our industry (but meaning it)
We hear ‘redefining our industry’ ALOT but in Nimbla’s case they really are. Cutting edge tech. Smart people. A business that’s giving small businesses what they need.
Gotta say, I really enjoyed writing this one. It’s always a winner when the design is top notch too.
Website copywriting / Brand messaging / Audience research
When you want to do more than just tick the wellbeing box
Tight timelines but these ladies know corporate wellness, so I didn’t mind.
Such a powerful message and I love that I get to help them share it with the world.
Website copywriting / Brand messaging / Business strategy
Change is easier than you think with clinical hypnotherapy
Back to one of my favourite industries - hypnotherpay - for this website copywriting project.
The ‘voice of customer’ research phase is always so interesting and I love crafting the copy and kmnowing it can change lives.
Website copywriting / Brand messaging / Audience research / Packages strategy
Finances. Without using any fancy jargon
A finance coach with a human twist. Katie is everything a financial planner should be. Empathetic. Direct. Able to speak in langauge non-financey-people can understand. I loved delving into the audience research on this one.
Website copywriting / Brand messaging
Financial services compliance, but fun
I often get asked as a copywriter, how I write about topics I’m not an expert in? It’s less about knowing the subject and more about who you’re writing for. Financial services compliance is not my zone of genius, but I got to know their audience like BFFs.
Website copywriting / Brand messaging
Here’s a reason to enjoy tax-time. Seriously.
You’re either a numbers person, or you’re not. Most of us didn’t get into business to keep our accounting in order, yet keep our numbers in order, we must. Writing this website made me want to be a better person (tax-time-wise).
Website copy / brand messaging
It’s time to step away from the spreadsheet
Projects are like kids, you’re not supposed to pick your favourite, but secretly… if I had to choose...this would be a golden child. They came to me with user testing, qualitative research, defined buyer personas and in depth client insights. AND wanted to have fun with the tone of voice. It was like Christmas had come early for this strategy-obsessed copywriter.
Website copy / Brand messaging
Taking content creation from meh to yay
The nemesis of business owners globally: creating content. Even if you write for a living it can be a real time-suck. So much juicy Voice of Customer research to uncover because people LOVE to share their feelings and frustrations about creating content - perfect fodder for high-converting sales pages.
Sales page copy / Email sequence copy
Ever hear of body-oriented coaching? Neither had I
Everyone’s a coach these days, right? So how do you set yourself apart. This coach uses body movement and postures, not just mindset work to bring real change. After working on this website, I had some coaching and let me tell you, it works. Loved this project for so many reasons, but mainly because I believe in what Ben’s doing.
Website copy / Brand messaging
Cutting through the recruitment BS
When the client is prepared to push the boundaries of what is considered ‘proper’ for their industry in terms of copy - you know it’s going to be a fun project. And it was. Tongue in cheek language, a direct tone of voice and going against the grain. What more could I ask for?
Website copy / Brand messaging
Say au revoir to self-doubt
Think you lack motivation? Or always pick the wrong partner? Or attract bad luck? Well actually, none of it is true. Hypnotherapy will tell you why and how to overcome your limiting beliefs. It makes writing that bit sweeter, when the topic is infinitely interesting and bound to change lives.
Website copy / Brand messaging / Marketing strategy
When writing makes you hungry
When I’m writing a website for a food product that consists of crispy, tasty battered fish and potato cakes, let’s just say I couldn’t work right before lunchtime. Nice to support a traditional family business, with an authentic tone of voice.
Website copy / Brand messaging
Have you ever hit your head on the income ceiling?
Calling all service business owners, you’ll know this feeling. When you hit capacity and realise that if you keep exchanging time for money your business will never get past this stuck point. This sales page promotes a course that solves these scaling woes.
Sales page copy/ Launch copy
The all-aussie CRM with the all-aussie name
I never did get to the bottom of why they called this business Tall Emu. But let’s just say they were proudly Aussie-based. This was a beast of a website, but one that offered a lot of reward in terms of differentiating from the zillion other CRMs out there, that all say the same thing. We played it a little differently.
Website coming very soon
Website copy
Robots are not coming to steal your job, promise
The robots are here, and they are revolutionising warehouses everywhere by covering hundreds of kilometers a week moving stock around warehouses bigger than a billion football fields. Saving workers’ from getting blisters, see, robots aren’t so bad after all.
Website copy
Enabler of the Great Australian Way of Life.
Institutes are funny old things. Not quite a non-for-profit. Not fully a commercial business. And that makes them fun to write for. With countless audiences and a message that’s definitely not about ‘the sell’, the copy needs to be strategic and considered.
Website copy / Brand messaging refresh
We’re all about the girl power
When the statistics say a 6% increase in women in the workforce would increase Australia’s GDP by approximately $25 billion, you have to sit up and listen (and of course use the stat in your copy). This business is doing its bit to increase diversity and inclusivity, and we’re all about that.
Website copy
Think you know hypnotherapy? Think again.
The 1990’s gave hypnotherapy a bad name, The Change Coach is here to debunk the myths. Clinical hypnotherapy is marking a new era for therapy in Australia (get it?). By the time you’ve read this website, you’ll be signing up for your first session.
Website copy / Brand messaging.
An investment fund that’s good for your health.
If you’re a keen investor. Or interested in medical science. Or you just want to retire right, this opportunity fund might be the one for you. Just make sure you remember who gave you the tip.
Website copy
This is what we call purposeful luxury.
If you’re in the market for a swanky new piece of jewellery and you want to fight the good fight against wildlife poaching in Cambodia, this collection has your name all over it. The most exquisite fine jewellery from a master designer and a cause that justifies the $$$.
Website copy
Diabetes doesn’t have to be a life sentence.
If you’re one of the 1.7 million Australian’s suffering with diabetes, Diversea Health could be the path forward you’ve been looking for. They promise to not only treat, but reverse diabetes, with life-changing results.
Website copy / Email marketing
Wotz not to love?
If you like eating, drinking, shopping, going to gigs, basically doing anything fun, you need Wotznear. It lets you find local deals happening right now, so you don’t have to. Another happy customer from my Start-up Starter-pack.
Brand strategy workshop / Value proposition / Social media profiles / App store descriptions / Website copy / Marketing strategy
Aaaaand breathe.
Start to meditate, they said. It’ll change your life, they said. Much easier said than done, but not with MYND Studios. If you’re based in Sydney CBD this will become your little pocket of peace. These guys took advantage of my Start-up Starter-pack and never looked back
Brand strategy workshop / Value proposition / Brand tone of voice / Brand personality / Website copy.
The gift that keeps on giving (like, forever)
Stuck trying to find the perfect gift? Nothing seems to say enough? Then you need a Australian Pink Diamond from The Legacy Collection. These little beauties are about to run out, and you’ll never get your hands on one again. Quick.
Brand tone of voice / Website copy / Email marketing / Press release / Social ads / Landing pages / Marketing strategy
On a mission to live financially confident?
I must admit, I never thought I needed a financial advisor, until I spoke to these guys. Genuine, honest, knowledgeable and I defy anyone to not want to hand them all their money after seeing what they can do.
Website copy / Tagline development
How’s this for an acronym - CDRU (Costs Down. Revenue Up)
This isn’t the easiest subject matter to get your head around but think of these guys like the pest control of an enterprise business. They sniff out cost savings, get rid and leave the business revitalised, with a new lease of life
Website copy / Pitch material
When science and beauty collide.
Beauty products containing a world-first secret ingredient found only in seaweed from Tasmanian oceans? Yes please. This website copywriting project involved keyword and Voice of Customer research, as well as product descriptions and a bit of science thrown in.
Customer research / Tone of voice / SEO / Website copy / Product description
Trade easy. Dream big.
In an industry full of cowboys, this team differentiates by being the brokers you can trust. This called for a full brand repositioning, in depth customer research and a brand new website.
Customer research / Customer profiling / Brand positioning workshop / Vision & mission statement / Brand values / Personality / Tone of voice / Website copy / Marketing strategy / Email marketing / Marketing funnel copy
Brow envy - we’ve all been there.
A small business with a big passion for making their client’s feel right at home. From a powerful personal philosophy and values that live and breathe, comes a brand story and social strategy that’s authentic to its core.
Customer research / Brand positioning / Mission statement / Tone of voice / Website copy / Elevator pitch
No-one slips through the cracks.
Think Workplace Health & Safety is a yawn-fest? Think again. These guys are changing the game so that language and literacy levels are never a barrier to safety at work. Literally saving lives; what an honour to be involved.
Communications strategy / Tone of voice / Website copy / App copy / UX / Email sequences / Video script / Content marketing
Better Traffic More sales.
If you ask any small business owner what they want, they’ll usually answer “more sales”. This webcopy was designed to speak on a level to artisans who got into #SmallBizLye for the passion, and are not too sure how to make a profit. Lots of Voice of Customer research involved with this one and a tone of voice that was lots of fun to write.
Customer research / Website copy / Product description
Did someone say BBQ?
It’s no secret that red meat gets a bad rap, but all that’s about to change. This campaign sets to transform an industry - from farmer to butcher. A sub brand, a full comms strategy and lots of on-brand copy made this project no mean feat.
Website | Email Campaign | Video
Project management / Video script / Website copy / Content marketing
Inspire me.
An established brand with buckets of style, but that couldn’t quite find its voice. The story shone in the hearts of its founders and company culture - it just needed articulating on paper.
Tone of voice / Content marketing
Oh DAM.
These guys do DAM (that’s digital asset management to you & I) differently and aren’t afraid to say so in their brand positioning and tone of voice. A great example of building a brand that doesn’t blend in. Oh and for the record, at the rate we’re all producing content, every biz on the planet is going to need a DAM in the next decade. Get in quick.
Brand positioning / Tone of voice / Brand values / Website copy / Content marketing
Get up and glow.
Using black powder to make teeth whiter is an education piece first and foremost. KOHLE knew they had first-mover advantage in the Australian market, they just need a brand that could capitalise on it.
Customer research / Mission statement / Tagline / Brand personality / Tone of voice / Website copy
They’re good people.
Keeping businesses and residents in their little corner of the world safe for almost 20 years. Secure Enterprises’ we got to the heart of their brand and told their story on a website that google (and their customers’) love.
Customer research / Tone of voice / SEO / Website copy
Let’s get bendy.
A business that’s changing the game when it comes to flexible work, the monthly newsletter ‘Get Bendy’ from Juggle Strategies is witty, insightful and valuable - just as copywriting should be.
Content marketing / Copywriting / Email marketing
The campaign that broke the internet.
When you mine rare Australian pink diamonds, which are soon to be gone forever, you’ve got to expect some interest. I knew the copy was good...but we were blown away with the response and success metrics from these marketing funnels.
Facebook ads / Landing page / Email marketing
What is a nutritionist anyway?
We’ve all been there; hitting ‘Dr Google’ instead of getting a fact-based diagnosis for our aches and pains. There was ‘Voice of Customer’ research aplenty for this nutritionist’s website (people just love to share their health woes on Facebook).
Website copy / Brand messaging