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View my portfolio 

I can transform your content - from landing pages to UX copy and everything in between.

Your words. Simplified.

AustralianSuper: Simplifying website information
Challenge

Writing financial information can be complicated. This is especially true if you’re an organisation like AustralianSuper with hundreds of content pieces and millions of customers. My goal was to simplify language, break up complex information, and enhance the user experience.

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Process

I worked across a range of topics – from retirement strategy to insurance tips – to improve clarity and balance strict legal requirements.

My work involved:

  • Auditing articles for updates, redirects or retirement

  • Editing content to improve readability

  • Updating information based on industry changes

  • Providing infographic suggestions

  • Collaborating with subject matter experts and risk compliance teams

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Outcome

My content editing enhanced readability across 100 articles. While my content strategy recommendations saw us re-structure the collection into four distinct content pillars. As a result, AustralianSuper customers can now access simplified information to make informed financial decisions.

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Virgin Active: Writing blogs to boost class sign-ups
Challenge

Virgin Active wanted to boost the number of personal training enquires they received through their website. Their secondary goal was to increase SEO performance by posting regular content. 

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Process

I wrote informative and engaging articles that explained the benefits of their services. Each piece was optimised for keywords and included a Call-To-Action which directed readers to the relevant sign-up form. 

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Outcome

By publishing my articles each month, we achieved a significant increase in domain ranking and site traffic. This led to improved discoverability and more customers booking training sessions online. 

 
Impressive Digital: Optimising web copy for SEO 
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Challenge

Impressive Digital needed to rank for the keyword ‘SEO for electronics’. This was important because it was a highly competitive search term that related to their key services. 

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Process

I conducted SEO research and identified a list of complementary keywords. I then wrote a landing page that incorporated these phrases. My objective was to create optimised copy in line with the client’s fun and engaging brand voice.

 

​I did this by:

  • Threading keywords throughout headings and subheadings

  • Adding internal links to improve navigation

  • Writing alt tags for images and infographics

  • Following web accessibility best practice

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Outcome

My landing page boosted Impressive Digital’s ranking for the above keyword. As a result, they saw an increase in domain score and inbound phone calls to their sales team.

Energy Locals: Creating a brand voice document
Challenge

Energy Locals wanted to create a capability document to showcase their customer-first approach. This needed to be professional, engaging and consistent with their tone. The goal was to make them stand out in an industry dominated by traditional energy giants.

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Process

I ran a content workshop with the marketing team to understand their brand and services. This helped me to:

  • Create a 20-page document showcasing their fair and clean energy solutions

  • Write case studies to highlight key projects across Australia

  • Edit existing content based on a newly established brand voice

  • Share their unique business values and ways of working

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Outcome

The document I produced became an invaluable marketing tool for Energy Locals. Not only did it arm their sales team with a compelling resource, but it contributed to a significant rise in conversions across their residential and commercial markets. The piece proudly sets them apart as an ethical energy provider.

 
Refresh Marketing: Attracting new talent with creative writing
Challenge

Refresh Marketing was looking to attract junior writers to join their agency. They wanted to do this by publishing content that would resonate with young professionals.

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Process

I wrote a creative piece which explored how I built confidence as a writer. My focus was on forming a meaningful connection with readers by sharing personal insights.

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Outcome

My piece contributed to a library of work which encouraged graduates to contact the agency. Our words were shared via LinkedIn and the Refresh Marketing website. This strategy saw a large pool of graduates apply, and resulted in three successful hires for the business.

Wilson Parking: Promoting a new app
Challenge

Wilson Parking wanted to promote their new parking app, Shuffle, by publishing an insights report. The focus of the report was to address the pain points of car park managers and position Shuffle as a simple solution.

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Process

I gathered data from a survey of 200 Australian households along with insights supplied by the client. My report:

  • Detailed the current state of parking

  • Shared stats on COVID-19's impact on driving behaviour

  • Used infographics and visuals to present data

  • Highlighted how Shuffle helps businesses manage car parks

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Outcome

My report established Wilson Parking as an industry leader. It presented trends and showcased how Shuffle helps businesses adapt to new commuting patterns. The content generated high-ticket enquiries and served as a marketing piece that was used across different channels.

 
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