My work 

This isn’t my first rodeo

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Small business and ethically-minded brands are my favourite businesses to write for. That’s where the words come most naturally for me, like these clients I've recently written for. 

(Pssst! Sometimes clients tweak copy over time after it’s left my hands)

Client: Flip & Co

Project:  Full website copy + product descriptions

The lowdown: A modern quilter and mama of three from Condobolin, Flip Jones wanted a website that weaves her story with her endless knowledge, creativity, and thirst for quilt making. Her goal is for her site to become the home of modern Australian quilting. A joy to write, fun to read and totally reflective of Flip’s personality, Flip & Co is sitting on the first page of Google.

Tone of voice: Quirky, cheeky, direct.

Client: Alix Helps Interiors

Project: Full website copy 

The lowdown: Alix’s business had matured and she needed repositioning to match her rebrand. She wanted someone with the copywriting intuition and SEO know how to create website words to attract higher value clients. I stepped in and took Alix’s brief for pretentious-free copy that spreads her joy for interior design.

 

It was important to Alix that we communicate how fun and easy she is to work with, and the feelgood element of her designs, which is reflected in the vibe and language.

Tone of voice: Smart, witty, warm with a sprinkling of playfulness.

Client: Green Caffeen

Project: Home page + social media content

The lowdown: Free reusable cup scheme, Green Caffeen is making green waves across the café scene. Their DIY home page wasn’t up to scratch so they asked me to write brief copy that summarises their eco ethos, the cup program and what’s in it for their broad audiences.

 

Green Caffeen continued to grow across Australia and they came back for more – copy for social media tiles. They asked for short, sharp, tongue-in-cheek messaging for use by cafes around the country in each local council area they partner with. 

Tone of voice: Down to earth, playful, frank.

Client: Cielo Massage

Project: Full website copy

 

The lowdown: Kylie Blackmore is a mobile massage therapist for females in the Geelong and Surf Coast areas. Kylie outgrew her old website which she felt had zero personality and wanted her new site to be full of feeling to give her clients a real sense of who she is. 

 

Building trust and confidence in Kylie’s audience was a vital part of the project, particularly as they need to feel safe enough to let her into their homes. Illustrating her credibility throughout the copy was one challenge for me, achieved with confident language that clearly addresses her clients’ problems. I also had to create a balance between the woo-woo side of massage and the pure soul goodness of Kylie’s massage.

Tone of voice: Warm, inclusive, intimate, feel-good.