Copywriting

How I Approach Copywriting…

#1

Strategy First

Copy is grounded in business context: audience, intent, funnel stage, and operational reality. The goal isn’t cleverness — it’s clarity and momentum.

#2

Structure Over Volume

Strong copy respects hierarchy. Headlines, subheads, and supporting copy work together to guide readers, not overwhelm them.

#3

Performance-Aware

Copy is written with channels, formats, and measurement in mind — whether it’s SEO, paid media, email, or on-site conversion.

How I Help

Brand & Messaging

Clear, consistent messaging that defines what you do, who it’s for, and why it matters — across web, product, and marketing touchpoints.

  • Brand positioning and value propositions
  • Voice and tone development
  • Taglines, headlines, and core messaging systems
  • Internal messaging frameworks for alignment

Website & Product Copy

Copy that supports navigation, comprehension, and conversion — written with structure, hierarchy, and intent.

  • Homepage and service page copy
  • eCommerce product descriptions
  • UX-driven microcopy and calls-to-action
  • Landing pages and conversion flows

Campaign & Marketing Copy

Copy designed to perform in real channels, under real constraints — timelines, formats, and performance targets.

  • Digital and social campaign copy
  • Email marketing and lifecycle flows
  • Paid media headlines and descriptions
  • Promotional and launch messaging

Testimonial

AI Pilot

The NAITSA (Student’s Association) had an initial challenge to updating their handbook to the new tone and voice. It had been assembled by several people over a long period, leaving it dated and not engaging to readers.

Rather than simply rewrite the entire handbook, we built a custom agent programmed in the NAITSA tone and voice. It was made available to the admin team and each page was rewritten in turn and deployed to the new website.

The result was a much improved content foundation and an easy way for staff to continuously update the site over time.

NAIT Student’s Association

The NAIT Student Association is responsible for supporting student culture through events, resources and student group support.

Proof in Practice

Primal Tribe

My first role out of accounts was a content strategist and copywriter for the Edmonton based Primal Tribe agency. Here I learned the foundations of web copy and producing SEO results.

The Brick

As part of the 20+ person team I managed in Edmonton, we had a robust copywriting team for web, product and advertising. I oversaw the team’s creation of new products, online content and digital advertising copy.

Goodmorning.com

As an online only retailer, Goodmorning relied on high-performing websites. I managed an Edmonton team focused on website and SEO improvements to drive traffic and online conversion.

How it Works…

Every engagement is built to hand off cleanly so your systems keep working long after the project wraps.

#1

Discover

Identify business goals, process gaps, and existing tools.

#2

Design

Build a tailored content strategy framework and success metrics.

#3

Implement

Write copy and optimize existing content for maximum impact.

#4

Optimize

Review performance data and refine for continuous improvement.

Let’s Talk!

If your teams are working harder than they should, or your growth feels harder than it should, it’s time to rethink how your business runs.
Let’s design operations that scale with you.

Contact Me

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