Content And Copywriting PortfoliO
Take a peek into the latest content and copywriting projects.
My clients are the best. They’ve given me permission to share my work with you so that you can see how we go from jumbled ideas to clear cut, audience-focused copy.
I’ve been assembling copy and content for 7+ years, so I’ve got over 100 projects under my belt. It’d take you forever to go through all of them. So, here’s a short selection of the projects I’ve worked on.
Charlotte is a Menopause Nutritionist. She’s been running her brand for a few years, but she struggled to capture the enthusiasm and relatability to incorporate it into her website. Her natural writing style, as with most business owners, is corporate, formal, and cold. But it was super important that we appealed to her target audience: menopausal and perimenopausal women who couldn’t get a handle on their menopause symptoms.
Charlotte’s ideal client came to life as we explored common pain points, language use, and their desires. This was used to create something truly magnificent (if I do say so myself).
Charlotte has become a frequent client, and I’m thrilled to be her go-to copywriter.
Website Copywriting
Nutrition by Charlotte Hunter - Menopause Nutritionist
Steph Honey, who runs Dear Charlie, was looking for a copywriter who could create copywriting as beautiful as her designs.
Her brand always gave me lace, pearls, and piano instrumental vibes.
So, I took that sensation - that grace - and represented them with carefully selected vocabulary, sensory language, and extended metaphors.
The result? A stunning website with words that hook eyes and capture hearts.
Website Copywriting
Dear Charlie - Branding Studio
Jae Brilliant (formally known as Engagement Designs)
Jae Brilliant is a jewellery brand that, at the time of launch, focused exclusively on engagement and wedding rings. They're all about sustainability, and use lab-made diamonds that sparkle just as bright (if not brighter) than the real things. Only, it doesn't harm the planet in the process.
The nurture sequence needed to convey Jae Brilliant's key values and message: affordable luxury while keeping the planet happy.
I crafted a nurture sequence that led into a promotional sequence, with a discount available to those who took the call-to-action and shared their love story with the brand.
This was then shared on social media and fed into their overall content strategy.
Writing for a company that's all about true love and happy endings? That's the Disney World of the entrepreneurial space. And I'm so proud to have been a part of it!
nurture sequence
Killing Kittens
Killing Kittens is a brand focused on female empowerment through sexuality and pleasure. They’ve been one of my longest-serving clients, and I still write for them from time to time today.
KK organize parties and events that cater to all desires. So, their blog content needed to reflect this. They’re also unapologetically bold, and their message encourages other ‘Kittens’ to be so, too.
As a blog writer for Killing Kittens, I’ve covered every topic imaginable. They’ve all been optimised for SEO and rank on the first page of Google while converting readers into members. I loved writing articles for KK - every topic taught me (and the partner) something new!
blog content writing
Nutrition by Charlotte Hunter - Menopause Nutritionist
Charlotte is a Menopause Nutritionist. She’s been running her brand for a few years, but she struggled to capture the enthusiasm and relatability to incorporate it into her website. Her natural writing style, as with most business owners, is corporate, formal, and cold. But it was super important that we appealed to her target audience: menopausal and perimenopausal women who couldn’t get a handle on their menopause symptoms.
Charlotte’s ideal client came to life as we explored common pain points, language use, and their desires. This was used to create something truly magnificent (if I do say so myself).
Charlotte has become a frequent client, and I’m thrilled to be her go-to copywriter.
sales page
Recruitee
Recruitee is a recruitment software product positioned to make collaborative hiring easier. With glowing reviews from Capterra, GetApp, and Software Advice, it was crucial that the content was top notch.
Tania, Recruitee’s SEO specialist, reached out to me and explained that their existing blogs were no longer ranking on Google. They were outdated and didn’t satisfy the search intent.
So, after becoming a client, Tania set up a massive spreadsheet with links to the original articles. I made my way through each of them, optimizing them and rewriting sections for better reading. Not to mention, I extended all of them to include a higher value of content and user experience. Since working with Recruitee, they’ve seen a sharp increase on their website traffic - specifically to their blog articles. Coincidence? Absolutely not.
blog content writing
South Coast Kinetic
Emma Hickman is the owner of Neurokinetic Therapy, and she booked a call because she was totally overwhelmed. Her social media wasn’t converting, she couldn’t get her message across, and she felt like her business was taking a real hit because of it.
So, we hopped on a call and she made the (brilliant) decision to work with me. Her social media content strategy wasn’t focused on the target audience. So, after discussing it in detail, we created a solid strategy to trial.
In that time, the captions provided value to the ideal client. I discovered that her target audience spent a great deal of time at the gym, and her service allowed for quicker reintroduction. Leg day, am I right? (I have no idea. I’ve never set foot in a gym.)
I worked with Emma for a 3 month retainer, providing 3 captions per week to reduce her workload and help drive greater engagement & traffic to her site.
social media content writing
Recruitee
Recruitee offers hiring managers and recruiters an easy way to find talent and supercharge their hiring process. Their ATS system is beloved by over 181,000 users. So, I was thrilled to play a role in their brand’s growth. This project was all about creating a resource library. With many to choose from, users could download specific white-papers (think: templates, surveys, and checklists) by signing up to their email list. This then allows Recruitee to implement their email marketing strategy.
The templates, above all, needed to be clear in terms of how to use them. The structure was super important, as was the topic at hand. I did a massive amount of competitor research, looking at other brand’s free and paid offers. Review mining was also a big part of this project. Then, I got to writing. I loved it, they loved it, and so did their users. Bish, bash, bosh.
white paper writing
Ashleigh Foy for Creatives
Ashleigh Foy for Creatives is a personal brand run by the lovely lady herself: Ashleigh Foy. Dubsado expert, business automation consultant, and mother; Ashleigh launched her business to prove to her little ones that anything is possible.
This white paper was written in the format of a long-form guide. “Automation + Schedulers: Everything You Need to Know About Dubsado” was written to educate her ideal clients: those who are new to Dubsado and need support in setting up their schedulers.
As a user of Dubsado myself, I was very aware of the challenges that crop up when a user first begins fiddling around with the platform.
I researched a whole lot to ensure I addressed pain points surrounding Dubsado and placed a lot of emphasis on the structure of the guide.
By the time I’d finished the guide, I cracked on with the nurture sequence. A fantastic B2B, service-based brand to have been a part of. I loved it.
white paper content writing
BookBook
BookBook began their journey back in 2020. Their business plan revolved around a mobile application so users could book beauty appointments without needing to pick up the phone. Plus, with the amount of beauty services wasting time and resources on no-shows, they wanted to fill the hole that many clients fall down between booking time and showing up for their appointment.
The app was in development by the time they reached out to me for UX copy. However, as we worked together, they realised that their ideal user wasn’t what they anticipated. The research for BookBook was extensive, and it helped inform - not only their UX copy - but their overall marketing strategy.
I jumped head first into TikTok, getting only momentarily distracted by the billions of cat videos, and analysed the comment section of the most viral beauty videos in 2022. Making notes on specific patterns, I was able to mirror the language of the ideal client naturally. So, we created an app that guided users seamlessly from one phase to the next while keeping a warm, modern, and youthful tone throughout. 💥
app copywriting
