Copywriting case studies

Website, blog & marketing copy that achieves results

My copywriting expertise spans a wide range of industries.

Here's a small snapshot of the copywriting services I provide, and businesses I've helped, past and present.

Website copywriting: Brand DNA Audio

You know how your brand looks and feels - but do you know what it sounds like?

If that’s made you think, then listen up! You need audio branding. And here’s how to get it. I’ve just worked with the epic team at audio branding agency Brand DNA Audio (who are also behind the super-successful We Love Jam Studios) to write the copy for their new mini website, all about audio branding and how it can literally get your brand into people’s heads.

Audio what, I hear you say? Audio branding is all the sounds you associate with a brand whenever and wherever you hear them. A ding. A jingle. An anthem. In a store, on a podcast, on the radio, TV, and so on. I guarantee you hear someone’s audio branding daily, and you won’t know it. But you know who the brand is when you hear it!

And that’s what’s so clever. You can’t switch your ears off, so those carefully composed sounds and tracks seep into your brain and stick. It’s Brand DNA Audio who devise those brand sounds. Their professional sound designers and composers have worked with some of the biggest brands in Australia and worldwide, like News Corp, Flight Centre, and more.

I created the website copy for an initial one-page scrolling site, to shout about Brand DNA Audio and the benefits of audio branding to get more brands switched on to the power of sound as a distinctive brand asset. There are plans in future to expand the site with more pages, such as FAQs, an About to intro the team, and even more case studies. But in the meantime, have a look at it here!

Editorial, Advert, & Marketing Copy: Extolla Supply Chain Solutions Providers

What’s a great way to get noticed by your key target clients?

With clever copywriting!

End-to-end supply chain solution game-changers Extolla wanted to go big in their trade press – but needed fresh and exciting campaign copy that would shake things up and stand out against the ‘same-old’ messages of their industry and competitors.

Extolla are all about action, results, and bottom-line impact for their clients, and as recent-to-the-market supply chain consultants, that’s exactly what their first full-page ad needed to achieve.

I wrote a succinct and snappy launch ad with the attention-grabbing headline: ‘No Supply Chain Pain. Only Gain’ covering Extolla’s key USPs.

Plus, additional marketing assets including the tagline ‘Must Be Extolla’ as a memorable way to shout about their million-dollar client-saving results in future ads, marketing copy, LinkedIn posts, and trade show PR.

The copy has been a huge success (see their testimonial here), with clients recalling Extolla, its tagline, and ad headlines.

Further work has included team bios, trade press advertorial features on key supply chain industry issues such as ESG, with website copy to come.

 It’s great to support a company that rolls up its sleeves and gets things done!

Translated English Brochure Editing: Abacus Ventures Hong Kong

 What to do when a translated English document just doesn’t flow or read quite as well?

You call in the expert (aka me!). ‘Lost in translation’ is really a thing when converting copy from one language to another. So it was great to work with Hong-Kong based private venture capital firm Abacus Ventures, to refine the English version of their corporate brochure. 

I reworked the copy and revised the headlines throughout, retaining the on-brand tone, language, and messaging while giving it the professional pizzazz it was missing post-translation.

The result is a brochure that’s as compelling and readable as the original, showcasing Abacus Ventures’ approach and investor success with detailed start-up case studies.

Website copywriting: Kreisson lawyers, Sydney

Need regular legal help with building contracts or business issues but don’t have the resources or need for an in-house lawyer?

Sydney construction and commercial law firm Kreisson has solved the problem with YourCounsel and Contractify – two new flexible legal subscription services for everyday business matters and construction project delivery.

I worked with Kreisson for the launch of YourCounsel and Contractify, creating SEO-optimised full content for both websites. Copy focused on audience ‘pain points’ and the solutions that each service provides: YourCounsel offers everyday business online legal help and bespoke fixed-price legal support for SMEs and corporations; whilst Contractify provides on-tap contract administration legal advice for construction contract management and project delivery, helping builders, contractors, and engineers to successfully fulfil contracts and minimise dispute risk.

 Copy for both sites was kept easy to understand with no legal jargon, and included detailed FAQs and key Kreisson USPs, with call to action throughout to maximise sign-ups.

Website copywriting: TrueSite - property developer social media & digital marketing agency

How do you sell something that doesn’t exist yet? Ask TrueSite – they’re the experts!

TrueSite work exclusively with property developers to promote unbuilt homes through social media and digital marketing, using data-led insights to cleverly match property types to the social media groups most likely to buy for maximum engagement and sales enquiries.

 With full architectural visualisation capabilities, including high-tech virtual tours, gaming-style walkthroughs, and 3D renders, TrueSite needed my help with copy for a new website that would showcase their full suite of services to property developers and builders.

I worked closely with the TrueSite team to create SEO-optimised web content that focused on TrueSite’s solutions to the common marketing issues that property developers face, from effective social media management to build buyer trust and engagement to the creation of scroll-stopping new home campaigns with wow-factor, immersive future home visuals.

The new site makes TrueSite streets ahead for property developers looking for expert social media and digital marketing support.

Baby HQ: Billboard advert copy

Byron Bay baby retailer Baby HQ needed traffic-stopping content for an electronic billboard advertising campaign, to launch their new Brisbane flagship.

With a brief to focus on the needs of parents and to make sure it grabbed attention in just an eight-second viewing window, I created a series of snappy copy options (mostly based on my own experiences!) on the funny side of parenthood, from sleep deprivation to maternity clothing and pram envy, positioning Baby HQ as the go-to experts.

Copy was delivered in just a few days at very short notice - and when you make the Baby HQ founders laugh out loud, you know you’ve done a great job! You can read what they thought here!

Doing these billboards was brilliant fun, if you want to know more about this project, check out my blog!

DariKay soups rebrand: Website copy, press release, marketing content

When you’re the top fresh soup brand in Australia sold in Coles, Woolworths, and grocery stores, changing your name is a huge deal. So, it’s been a fantastic privilege to support Aussie family food company Dari’s Kitchen, with the rebrand of their DariKay soup range to DARI’S.

 Who’s Dari? She’s the person behind the soups, together with chef husband Yehiel. The couple started their food business years ago in their family kitchen, whipping up hummus and dips – the Pilpel and Dari’s Table brands you see in the supermarket.

 All the soups are their own, tried-and-tested recipes – Yehiel is a perfectionist when it comes to ingredients and quality! – and they taste, feel, and look homemade because the soups are made in the same way that Dari makes them for her family.

 And that’s why they changed the name from DariKay soups to DARI’S. Because there’s a real story to tell here, of real people. Now you know that when you buy DARI’S Soup, you’re getting something that’s come from the heart. 

And I should know, I’ve eaten a lot of it over the last few weeks! (the Hearty Chicken is just the best FYI, it’s like getting a hug from your Mum). These are no ordinary soups, so make sure you pick one up - or several, you really should try them all - from the fresh soup chiller next time you’re in Woolies or Coles. You can thank me later!

 Have a look at the new Dari’s website here, I’m told people are loving it! I provided copy across key areas of the site - homepage, our story, soup descriptions, FAQs, page intros – aligned with the new brand messaging. I also wrote launch content for a retailer flyer, influencer pack, the press announcement, and refreshed the copy on the soon-to-be-live Dari’s Kitchen website, for a consistent tone of voice.

I’m so proud to be involved in the DARI’S rebrand, and it gives me such a buzz to see the new-look DARI’S Soups on the shelves. I’m looking forward to supporting (and eating!) whatever they cook up next!

Blog & lead generation content: ZJ Building, Adelaide

Thinking of home renovating? Then you’ll want to check out the new blog and free e-guide I created for leading home renovation and home addition specialists ZJ Building. The Adelaide-based family building company asked me to help create lead generation content, consisting of a renovation advice blog and accompanying free e-guide to drum up enquiries.

 The ‘Six Most Feared Home Renovation Mistakes’ blog can be explored here. It’s all about the most common ways that home renovation plans go wrong, from choosing the wrong builder to overcapitalising. The CTA is to avoid these mistakes, by downloading ZJ Building’s free e-guide: ‘The Six Essential Things You Must Do for a Successful Home Renovation’.

The e-guide is packed full of great tips and advice from the professionals to ensure your renovation goes smoothly, positioning ZJ Building as Adelaide’s friendly, go-to renovation experts who ensure that people always have a great reno experience and get the home they deserve.

 Be sure to grab your copy via the link in the blog and apply these tips to your building projects! And if you are in the Adelaide or South Australia region and have home makeover plans, do give ZJ Building a call. They really know their stuff.

Blog content: The Lennox, Parramatta

I worked with property developer Aoyuan International to create blog content for one of its biggest projects, the Lennox development in Parramatta. Towering over the river, the 152-metre high, multi-million-dollar residential development is a major part of Parramatta’s CBD and riverside revival. Its luxury apartments range from studios and one-bedroom properties ideal for first-time buyers and professionals, to spacious three-bedroom family residences and premium penthouse Skyvillas.

Blog content was targeted at investors and buyers of all types and people considering a move to Parramatta, covering everything from the Lennox’s first-class facilities (including robot car parking!) to how to buy your first apartment and what to do in the city.

I worked closely with Aoyuan International’s Sales & Marketing team to develop content that produced quality sales enquiries and leads, by highlighting the development’s many USPs, the local lifestyle, and the rare ‘not to be missed’ opportunity of owning a property in a world-class Parramatta landmark. Check out some of the content produced here! I also created campaign eDMs for its financial services to help buyers purchase, plus launch eDMs for additional Aoyuan developments.

Pro bono copywriting & content: UK charity Annabelle’s Challenge

I’m extremely proud to support UK charity Annabelle’s Challenge, with their ongoing PR, press and content writing, on a pro-bono basis.

Annabelle’s Challenge aims to promote awareness and medical research into the rare, life-threatening and incurable genetic condition Vascular Ehlers-Danlos Syndrome (vEDS).

It was founded in 2013 by Jared and Sarah Griffin, after their daughter Annabelle was diagnosed with vEDS at the age of 3. Thought to affect around 740 people in the UK, vEDS is a connective tissue disorder and means that Annabelle is at daily risk of her internal organs and arteries spontaneously rupturing.

I was delighted to help Jared and Sarah to tell Annabelle’s story and launch Annabelle’s Challenge to the media. I designed and created the charity’s distinctive pink crown logo - inspired by Annabelle’s princess nickname - and helped the couple to draft up a press release, resulting in extensive coverage including front-page local press, television, radio and a national magazine spread. You can watch their moving and inspirational TV interview in the video opposite.

Annabelle’s Challenge has grown to become a leading organisation for information and advice on vEDS, liaising with health professionals to raise awareness and increase knowledge and management of the condition.

In addition to tirelessly campaigning for research and funding for vEDS, the charity also runs a dedicated helpline for newly-diagnosed families, working closely with the NHS EDS National Diagnostic Service.

Latest achievements include the launch of the world’s largest vEDS database, funded by Annabelle’s Challenge and Ehlers-Danlos Support UK, which will enable UK research into vEDS.

Annabelle’s Challenge has been so successful that is was officially recognised by Her Majesty The Queen, winning the Queen’s Award for Voluntary Service, an MBE equivalent and the highest award that can be made to a voluntary group. Find out more about Annabelle’s Challenge - and meet Annabelle! - here.

Website copywriting: Toby’s Estate Coffee

Being a big coffee-lover I was really excited to support Toby’s Estate with copy for their new website.

 Working closely with their marketing manager to gain detailed understanding of the brand’s tone of voice, values and language, I created copy for key pages within the new ‘Discover’ area.

‘Discover’ is where you can get a taste of Toby’s history, its unique approach to coffee roasting and the great relationships it nurtures and grows with coffee producing communities all around the world.

New sections included a page for wholesale customers and a detailed About Us page. Take a look and don’t miss the inspiring origin story about where it all began! It might just make you want to follow your passion, too!

Website copywriting: Professional Services BD - Alistair Marshall

Alistair Marshall is a leading Business Development consultant for professional services such as accountants, lawyers and financial institutions across Australia and internationally.

I work with Alistair on an on-going basis on his website content.

His website Professional Services BD focuses on the results and benefits to business growth that his expertise can bring, with strong SEO throughout for improved Google presence. The new website has helped to significantly grow new lead generation for the business, firmly establishing Alistair as a sought-after expert in the field of BD.

Have a look though the site here - it’s full of great advice that’s relevant to anyone who wants to grow their business. And make sure you listen to revenue-generating tips from Alistair on this podcast that you can apply to your own business - especially the importance of having a good website!

Website copywriting: Skin Health Science (SHS)

SHS is an online cosmeceutical skincare brand that focuses on how the skin actually works.

With a core range of three products developed by Cosmetic Registered Nurses and Cosmetic Chemists, SHS is all about simple yet powerfully effective skincare, that uses evidence-based active ingredients to promote healthy skin function.

I was asked by SHS to develop a skincare guide for their new, under-development website, that would explain how the skin works and why SHS Ingredients are of genuine benefit to all types of skin.

SHS provided lots of scientific and jargon-heavy information, which I translated into an easy-to-understand skincare guide that was informative, compelling and of interest to their customers.

I also created a series of fact sheets to accompany each of their three products, which explained more about the formulations and benefits. Plus a general ‘About’ factsheet for future use, which talked about the SHS philosophy and how they make it simple to love the skin you’re in.

Take a look at the skincare guide here and find out what I learned from this project in my blog.

Brochure & website copywriting: Ashton development, Mosman

Now who wouldn't want to live here? It was great to be involved in the successful launch of Ashton, Mosman's newest boutique residential development.

Sun Property briefed me to re-draft the marketing brochure and website. 

A grand residence of 14 apartments in the heart of the village, Ashton marks a new era of redevelopment for Mosman, with unique architecture that reflects the area's artistic heritage.

The brochure and website needed to promote the development to the widest range of discerning buyers, showcasing not only the architecture, finishes and design consideration but the coastal urban lifestyle that Ashton offers. 

Working alongside the teams from Sun Property, Ray White Lower North Shore Projects and Ashton architects a+ Design Group, I completed the brochure and website to a tight timescale for the launch event, which showcased Ashton to potential buyers and secured maximum interest.

Website copywriting: Acoustica Pty Ltd 

Noise control specialist Acoustica was investing in a new website and brought me on board to refine and draft all content.

Together with a very tight deadline, the challenge for this project was translating the product information from jargon-heavy to concise and crisp content that could be easily understood by its varied client base, which ranged from residential homeowners to architects, contractors and designers.  

Working in partnership with Acoustica National Business Development Manager Stuart Fell and project graphic designer Stephen Busuttil , I created individual pages for its 20+ product range, which summarised each product's benefits quickly and simply, together with a new About page, straplines, Homepage and more, promoting Acoustica's considerable 30-year history of innovation in sound control and their expertise across all industries.

See what Acoustica thought of their new website in Testimonials.

Brochure copywriting: Vertikal

Australia’s premier living wall specialists, Vertikal create bespoke and unique vertical gardens for commercial and luxury residential developments. Working with some of the world’s biggest retailers and brands, they needed a new, high-end corporate brochure for potential clients.

The finished brochure needed to meet a number of requirements. It had to showcase their innovative approach, unique SkALE installation system, collaborative on-site abilities and ‘turnkey’ solutions to urban green architecture.

It also had to be generic enough to be used as a lead-generator across all client audiences. From architects and designers to developers, contractors and property managers, not just in Australia but in emerging overseas markets.

I created all the copy for the new brochure within short timescales, working alongside Vertikal’s Director of Business Development for key message guidance and their freelance Graphic Designer for layout development, right up to project completion.

The finished brochure is educational, enlightening and engaging. And most importantly, persuasive - conveying Vertikal’s credibility and authority as the trusted and leading choice for green architecture in Australia.

If you’ve never seen a living wall, take a look at some of their inspiring projects.

Website, blog & marketing copywriting: Manchester Fertility IVF clinic (UK)

Manchester Fertility is one of the UK's longest-established and leading fertility clinics. I worked with Manchester Fertility for over 10 years, providing its digital content, marketing copy and any required press & PR. This included full website content, social media support and weekly blog provision for the main clinic, its Semovo sperm donor bank and Manchester Donors egg donor program.

The clinic’s websites and social presence are a key component in driving new patient self-referrals and sperm and egg donor applications.

With an in-depth understanding of assisted reproductive technologies, treatments, industry developments and crucially, the mindset of the different patient profiles and their motivation for seeking treatment, I ensured all content met individual needs and empowered potential patients and donors. Content was informative, educational, engaging and easy to understand, positioning Manchester Fertility and its donor programmes as the trusted and leading choice for fertility treatment, sperm and egg donation in the North West of England region and in the UK.

The content and social strategy has been so successful that its patient stream is largely generated through online self-referral.

Blog copywriting: TATA Steel 

I worked with TATA Steel on an ad-hoc basis providing blogs on unusual and notable architecture plus case studies on TATA Steel's product range. This involved translating complicated, technical-heavy data into content that not only demonstrates the capabilities and uses of the products, but is also reader-friendly, inspirational and of interest to the audience.

Content targeted the architecture and design community and commercial sectors, written with their specific needs in mind, and included a selection of engaging social media titles for each blog/case study to encourage content sharing.