Copywriting portfolio of a cool wordy gal
Step into my studio and take a peek at website copywriting examples and brand voice development for creative service providers and purposeful brands.
Each project is brand personality-led, embodies brand values, and is strategically designed to convert (aka getting you your version of dreamy client on repeat).
Take a browse or feel free to binge my copywriting portfolio, and I’ll see you on the flip side.
Elisabeth Barnes
Squarespace Website Designer + Copywriter
Website copy - 4 pages
Elisabeth is a Squarespace website designer + copywriter in the UK, helping female founders book aligned clients through beautiful, professional, custom-made website designs.
Yes, she’s a friggin’ copywriter! So, she could easily write her website copy herself, right? Well, that’s exactly what she did.
But the problem was, she felt too close to her own business to sort out her ideas and articulate what she really wanted to say.
So her website copy turned out sounding:
- Like a “professional” version of herself that she left behind at her corporate, soul-sucking job
- Not specific enough and not properly addressing her client’s pain points and desires
- A watered-down version of her personality that didn’t reflect her sassiness and vibrance
- Like she wasn’t embodying her dream client’s language enough, so there was a disconnect.
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Elisa had also recently refined her ideal client and updated her packages and pricing. So she wanted her copy to speak to the need for her services, reflecting her value and prices.
A big part of this project was injecting her personality into her copy, as it was important to her to be her authentic self.
Her goal was to have copy that embraced her sassy personality, spoke directly to her ideal client, made them excited to want to reach out to her and express her values. -
We used my A+ method within my Booked In The Background framework to give Elisa banging copy that she could easily implement and design her website around.
→ We looked at her space and spotted where everyone was blending in, which made it very obvious where Elisa already stood out.
Her competitors focused more on fast services like VIP days, and “website in a week”, whereas Elisa had a more in-depth process, focused on intention.
→ We pulled her brand out of her head and into something tangible. Not how it looks, but how it feels to land on her site and read her words. I used her personal style, amplifying her brand voice through a mood board (not colours + fonts but personality + feeling).
This helped us bring more of her into the copy and turn up the dial on what makes her different.
→ Lastly, we shaped her messaging so it actually takes people somewhere, instead of leaving them to piece it together on their own.
I used persuasive messaging and strategic page structure to guide readers through the site, so they can confidently decide to enquire.
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We were able to position Elisa as a strong designer who solves the whole problem.
Website design and copywriting together, so her client doesn’t need to hire multiple service providers. We honed in on this USP, while also connecting with her ideal client through her deep values around diversity and inclusivity.
Now, Elisa’s website is set up to connect and sell for her, while reflecting her unique brand voice, without her second-guessing.
She even received three enquiries since we updated the copy, and she booked a new client.
That’s why she hired another copywriter to write it for her!
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You know you were meant for more than the draining 9-to-5 and a social media rat race that eats up your precious time. Your work sets your soul on fire, and now you need a stand-out website to match. One that not only captures your meaningful vision but also attracts aligned, premium clients (the ones who totally get you and are ready to pay for your expertise).
I’m committed to helping you build something that’s truly yours. A website that gives you that ‘Disney Princess’ main character energy, so ALL eyes are on you and the positive impact you make.
Outsourcing shouldn’t feel like speed dating with your sanity slipping away.
You can’t have a stunning website without compelling, strategic copy for the ultimate matchy-matchy experience (just like your fave shoes and handbag combo). And it can all be totally on-brand and magnetic to your dream clients. So girl, let’s get the “down to business” website vibes popping!
For the woman who’s ready to be the crème de la crème of her industry. Custom website design and SEO copywriting to not only make your statement, but make it one to remember.
Get the full VIP treatment because you deserve to level up with a digital home that sells without the hustle.
Elisabeth’s words, not mine…
Change Coffee
Coffee brand with a purpose
Brand voice guide + full website copy
Change Coffee is a social enterprise coffee brand partnered with World Vision Australia. They reinvest 100% of profits into programs that empower communities, supporting vulnerable children, partnering with First Nations peoples, and helping build climate resilience (aka, they do really good things)
Change Coffee came to me because their website copy wasn’t converting into sales. They didn’t have a clear, cohesive brand voice that was consistent across their online communication. They were relying on adopting language from World Vision’s brand, when they needed to be a separate brand with its own personality, attracting their dream customer (the conscious consumer).
It wasn’t just their website copy, but their socials were also not up to scratch. There was no clear distinction, and they wanted to build up that trust and connection and define who they were talking to so they could better sell to them.
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Their messaging wasn't reflecting the true impact of all the good they do. This brand is literally changing the world, but its communication wasn’t conveying why people should care. They felt stuck and knew they needed something to change.
They had so many big ideas, because they were going through an exciting phase with new designed packaging, new products and showing up more in the community and more events. But felt they were too close to their own business to fully sort things out.
They knew they needed a website copy refresh, but their foundations needed a good spruce up, because their brand voice had not been given the attention it deserved in years. So, it was up to me to help them acheive this clarity, before we tackled the website copy.
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I created a comprehensive brand voice guide for them that defined their brand values, USP, promise, mission, ideal customer profiles, brand voice, tone of voice, social media pillars, and copy examples they could actually put into action.
Then, once we had that clarity, I translated it into their website copy with a full overhaul (homepage, about page, workplace page and SEO-optimised product descriptions).
The thing is, Change Coffee knew what they were all about and what they wanted to say. They just couldn’t articulate it in a way that attracted their customer, and conveyed their impact on a bigger scale. -
Now Change Coffee have a rock-solid brand voice guide they can share with staff, so all communication is clear, and there's no second-guessing at every touchpoint.
Their new website is relaunching soon, and their copy now speaks directly to their dream customer. It communicates what their brand stands for, how they help, and the real impact of buying from them. All things they didn’t have before!
They feel their voice has transformed, giving them a big boost in confidence that their content finally flows.
It’s now so much easier and quicker for them to write content because they have their guidelines clearly set out.
Their purposeful message is super clear, and their updated website can finally bring in more sales!
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We’re a bean-to-community certified social enterprise with a caffeine-packed mission to create brighter futures for vulnerable children and marginalised communities.
Our specialty-grade coffee is sustainably sourced. Coffee coma-approved, with a purpose in every pour.
COFFEE FOR THE CONSCIOUS ESPRESSO-OBSESSER Love your delicious ritual even more by truly feeling good about the liquid gold you sip every day.
COFFEE FOR THE WORKPLACE THAT GETS PEOPLE
TALKING Less gossip around the water cooler, more meaningful conversations over yummy coffee.We’re here for the coffee-lover who cares about how their purchasing choices impact themselves, others and the world.
We bring intention to your everyday rituals, helping us create meaningful global change without compromising on taste.
Every caffeine-filled blend of bliss you buy from us supports community-led futures shaped by culture, opportunity, and climate resilience. By simply switching to Change Coffee, your values move from something you feel to something you fuel, making a real-world impact.
Stock your staff kitchen with sustainable coffee that genuinely reflects the values your organisation stands for, making coffee breaks mean more than just an early kick- start or 3 pm caffeine recharge.
Wonderful words from Change Coffee…
Silver Fern Creative
Graphic Design Studio
Full website copy
Silver Fern Creative is a highly experienced graphic design studio in Canada. They help health + wellness businesses create beautiful, strategic and polished visual identities and design to help grow their businesses, showing their credibility and professionalism so they can charge what they're worth.
Jen, the amazing founder, built her website in the early years of her business because she had to just “get something up” (sound familiar?) She’s since then tweaked it to reflect her niche, but something still didn’t feel right.
Jen felt like she was holding back from saying what she really wanted to say. She is very connected with the work she does, helping her clients create a ripple effect of kindness, and she wanted to express this through her copy.
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Jen wanted her website to feel like a calming, safe space that tells her story and powerfully reflects the transformation she offers her clients.
Her clients offer transformative services, but their branding falls short. It doesn’t reflect their level, and she wanted to be seen as the expert who could help them build a professional brand to book more aligned clients.
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We worked hard behind the scenes on the following things:
Telling her story, why the ‘silver fern’ plant is so important and speaks to the guidance she gives her clients.
Showing her unique process that her past clients rave about in a dedicated process page, so her ideal client can feel what it’s like to work with her and know what to expect.
Nutting out her services because they have evolved, and getting clear on who exactly each service is for and what the outcome is.
Getting super specific about her ideal client, what stage in the journey they are in and what they want the most out of graphic design services that show their credibility.
Updating her portfolio and writing descriptions that walk through the process, the transformation she offers her clients, and showcase credible testimonials.
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Jen is feeling a lot more confident about her copy than she was before. She feels it now embodies her true brand voice and shows her credibility and value, not just something she threw together as an information piece.
Alignment with her brand voice and the fact that her copy conveys her expertise and results means she can specifically connect with ideal clients in her niche.
They can see her authority and resonate with her words. This leads to more dream clients that light her up, becoming a recognised graphic designer specifically for the health + wellness industry.
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We help soul-led health and wellness businesses build confident and cohesive brands. Ones that grow with purpose and feel true to who they really are. Because you deserve more than a DIY logo that undermines your potential, experience and expertise. Your business is your creation.
You’ve planted the seeds, watered and nurtured, and now it’s expanding into something beautiful. So naturally, your branding needs to grow with you.
I believe the important work by the health and wellness industry causes a ripple effect of kindness and support throughout the world.
To reflect all the good you do, you deserve a brand that runs deep. With 20 years of experience, we don’t just make your brand look pretty. We give you meaningful results, supporting the growth of your true calling.
What lights us up? Helping you represent your business in full bloom. We’ll be your sounding
board to cultivate your bright ideas and bring your vision to life. One that brings more healing, connection, and goodness into the world.We’ll give you professional, sustainable branding that you can use long-term—like it’s second nature. Let us be your silver fern to guide the way.
You heard it first from Jen…
Becc Lee Marketing
Email Marketing Specialist
Becc helps female e-commerce entrepreneurs drive sales through automated emails, sales campaigns and funnels. She manages all her clients' accounts from strategy to delivery.
Becc didn’t have a defined brand voice, and she felt like she was just plucking things out of the air when writing her content.
She wanted to be able to speak directly to her ideal client and tap into what they really wanted from an email marketing service. She wanted to show them she was the one to solve their problems and that she could make things easier for them.
Brand voice guide
Take a flick through the book of dreams
(aka brand voice guide)
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Becc wanted to attract result-driven, motivated women who want to make more money in their e-commerce businesses to support a life of freedom for their families.
Her clients are often mothers, with busy family lives, wanting sustainable income to for their lifestyle.
With this, Becc envisioned transforming her brand voice from ‘business mentor’ to ‘industry leader’.
So, we nutted out how she could tweak her brand voice and tone of voice to amplify what her brand was all about so she could attract her ideal client—with some serious Lady Gaga inspiration energy!
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I did a deep dive on everything from what she stands for, ideal client motivations, her positioning and how she could apply her brand voice to different content formats.
I found that Becc was currently watering down the real impact and results she provides for her clients. So I wanted to give her confidence that she could be that authority figure and break out of the “too safe” or “soft” zone.
We leaned more on empowerment, playfulness and courageousness, because Becc needed to own the incredible transformation she provides.
We took her previous voice and tone from caring, kind and basic to authoritative, self-assured and empowering.
This gave Becc the confidence to step into the leader she was meant to be, without hiding her personality, showing more trust and connection with her audience.
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Becc now has a new vision for her brand and offerings, and clarity about her brand personality and how she speaks to her ideal client.
It was more than a guide and copy refresh for her website and content. Her new voice and tone showed up everywhere, not only in her words but in the rock tees and bold blazers she wore on work days!
She embodied her new voice so much, it was evident in how she showed up every day.
I couldn’t have asked for a better result than that!
This awesome guide resulted in a 36-page document outlining her ideal client (their story, pain points, desires, motivators, etc), brand personality traits, tone of voice, values, brand archetypes, brand-approved words, phrases and taglines, content guidelines and copy samples.
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Hey, I’m Becc! Your email marketing specialist and rock n’ roll cheerleader.
I get it, you’re fricken busy wearing and changing up all the hats in your ecom business. But you’re not going to see sweet success by stretching your time with socials — it ALL STARTS with email.
I’m on a mission to show you that email marketing is not dead. Through innovative, proven strategies, I’ll help you build an omnichannel powerhouse. One that minimises your efforts but maximises your impact — and income!
How Becc went from stuck to standout
How I helped Becc embrace her brand personality and step into the leader she wanted to be…
Gaia Tree
Vegan sweets brand
About page copy
Gaia Tree is a Sydney-based e-commerce brand specialising in natural, vegan treats inspired by Fijian flavours and culture.
The founder is highly proud of her Fijian heritage. Her products reflect Fijian food culture with exotic flavours and ethically sourced ingredients from Fiji.
Gaia Tree wanted to revamp their existing website and update their about page to tell their origin story better. They had also rebranded, with a new mission and unique selling proposition focused on Fijian culture.
I rewrote Gaia Tree’s About page, incorporating their love for Fiji and invoking emotions of the positive and happy culture.
They wanted this to shine through in how they make their products and how the products taste. Through a website copy refresh, I helped them convey a sense of calm, happiness, joy, and pride through their words.
Okie doke, you’ve read about everyone else, now it’s my turn to write about you
Ahoy! I’m Sarah.
I write brand voice-rich website copy for creative businesses and meaningful brands that want aligned enquiries and sales specifically from their website, not just social media.
Thanks heaps for taking a look at my portfolio.
But now you’ve had a taste of what I can do and what’s possible for you, I’d love you to be my next kickass client.
Check out my creative website copy services for how we can work together.
