London-based Digital Product Studio
Messaging/Voice/Web Copy
The Brief
Fathom reached out to create all new web copy to match their updated branding and web design. They were looking for copy that more accurately conveyed what it was like to work with them. They're a friendly, intelligent and curious group of experts and wanted all of that to come across in their copy - but still appeal to their Finance/Tech customer base.
The Project
Comprehensive Briefing: With key team members to ensure I understood the problem and how they each speak about the work they do.
Background research: Reading current website, sales brochures, presentations - basically anything I could get my hands on!
Competitor research: Analysed messaging, positioning and voice of a number of competitors.
VoC Research: Met with global customers to understand in THEIR words the value they gained from working from Fathom.
Deliverables included:
High-level Messaging Guide: WHAT to say to connect with their ideal clients
Brand Voice Definition and Guide: HOW to say it
All new web copy for their 15 page website
Sydney-based Integrative Bodywork
Messaging/Voice/Web Copy
The Brief
Emma is a Sydney-based integrative bodyworker. Her website was working GREAT in terms of SEO, but...it didn't feel or sound like her. She wanted something that worked just as well, but that would give potential clients a better feel for what working with her would feel like
The Project
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I completed VoC (Voice of Customer) research to help understand the specific issues that brought people to Emma, how they were feeling before her treatments and the impact her treatments have had on their lives.
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I also had a sneaky peak at a number of her competitors to see how they were positioning themselves.
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And most importantly, I listened to Emma. A lot. I recorded our calls so that I could study the way she spoke, read all of her blog posts and generally cyberstalked her. The helped me to create a brand voice that sounded like just like the real thing.
Australian Regional Wine Association
Messaging/Voice/Website Copy
The Brief
The Macedon Ranges is a delightful small wine region an hour northwest of Melbourne. Most of the wineries are bespoke and family owned - the person pouring you a taste is very likely the winemaker. And the region itself is stunning with natural sites, like Hanging Rock and Mt Macedon and outstanding food. They needed a website that represented all of this and helped visitors to plan a trip to the region.
The Project
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I simplified the IA so that it was easier for visitors to find what they needed—and to showcase all that was happening in the Ranges.
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Wrote all-new copy in a friendlier and less-technical voice to ensure that both wine experts and novices felt welcomed
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Created 3 itineraries to help visitors plan envision and plan their trips
Melbourne-based UX Coach and Mentor
Messaging/Long Sales Pages/Email sequences
The Brief
Mags is a UX Coach and Mentor. She had a clear goal: to help drive awareness and signups to a different one of her key offerings each quarter. She requested a sales page for each, as well as an email sequence.
The Project
For each offering:
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I ran VoC (Voice of Customer) research to make sure I understood how her clients thought and felt
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Had a close look at competitors to understand their positioning
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Read through all of Mag's documentation—which was very comprehensive
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And delivered a 5 email sales sequence and long sales page for each offering.
My wonderful clients include:
