Portfolio

My words, in the wild.

 

Black and white photo of Sam, a caucasian woman. She's holding a mug and looking to the side.

Kate Macindoe Jewellery

The job: Website copy for Kate’s core pages (done in The Day Hiker)

The deets: Kate began creating nature inspired jewellery in 2013, so naturally, her art and business has evolved. Quite a lot. And it was time for her website copy to reflect this. She first came to me for a website review, then loved it so much she came back for more. In one intensive day, we refreshed her core website pages, crafting fresh, joyful and down-to-earth copy that inspires her dream audience.

Tone of voice: Inspiring, down-to-earth, approachable, joyful

Sample Copy

Kate Macindoe jewellery begins in nature

— inspired by the crashing waves, the meandering bush walks, and the surprise sea treasures that emerge with the changing tide.

Then, each piece is handmade on the Mornington Peninsula and worn by you — the mindful wanderers. The saltwater lovers. The sunrise hikers. The one who says, “let’s take this trail and see where it leads us.”

This is wild jewellery for the wild at heart.

    Copycircle logo

    “When I received my final copy I was blown away. Sam has a gift for writing in a way that is everything you’ve ever felt and thought about your business, but never been able to put into words. Reading Sam’s words made me feel excited about sharing my product and story — so much so, I felt like I wanted to buy my own product!”

    – Kate Macindoe, Jeweller

    A person holding up a BioPak cup filled with ice cream, fruit and a wafer.

    BioPak

    The job: I teamed up with BioPak over several months to help them revise and update their messaging and content – I’m talking everything from articles to eDMs to landing pages.

    The deets: A globally recognised brand, BioPak creates sustainable foodservice packaging that puts the planet first. As a socially and environmentally responsible business and certified B Corporation, BioPak is committed to constant research and development to find better, more sustainable ways of doing things.

    In 2021, BioPak founded Compost Connect, a not-for-profit platform connecting foodservice businesses to commercial composters, helping to divert their food and packaging waste from landfill.

    A big part of my job was to simplify the world of composting – helping their audience and end consumers understand the role of composting in the circular economy, how to spot the correct compostable certifications, and where to access commercial composting facilities.

    Did someone say dream client?

    Tone of voice: Honest, trustworthy, optimistic, charismatic

     

    Team DSC

    The job: Tone of voice strategy, website copy and workshop copy

    The deets: DSC are Australia’s leading NDIS educators, bringing training, conferences, briefings and consulting to providers in the disability sector.

    DSC cut through bureaucratic BS, apply their hearts and smarts, and draw on their lived experience to simplify NDIS for the disability sector. Oh, and they work with the NDIS – not for the NDIS (there’s a big difference).

    I first worked with the DSC team to create a tone of voice strategy, and since then I’ve become a part of the furniture.

    As their go-to copywriter for over a year now, I work closely with these legends to deliver copy for their new workshops, eDMs and more. I’m a little obsessed with them.

    Tone of voice: Fun, frank, knowledgable, unashamed

    Sample Workshop Copy

    Psychosocial Recovery Coaching: 2 Day Intensive

    Our Psychosocial Recovering Coach training gives you all the essential skills, practices and knowledge needed for the role — in one place.

    Psychosocial recovery coaching is all about balance. That is, balancing recovery-orientated relationships with practical NDIS knowledge. You might have experience working in the mental health space (but not so much with the NDIS stuff). Or you might have NDIS expertise (but not so much the relationship stuff). Or you might be new to both.  

    Our Psychosocial Recovery Coach training blends the two. Across 2 intensive and practical days, you’ll build confidence and skills in all areas of the role — whether that’s advocating for your clients or knowing the ins and outs of the NDIS.

      Roland and Evie Naufal, standing on stage at DSC's annual conference

      “Sam is such a talent! She has done an awesome job of getting to know our business and representing our values and brand perfectly in her copy. Super reliable and easy to work with.. can’t say enough good things about her really!”

      – Evie Naufal, Managing Director

      Copycircle logo

      “Could not recommend the lovely Samantha and Copy Circle enough! Her expertise in the copywriting space and professionalism is unmatched. If you’re looking for a high quality and efficient copywriter, Copy Circle is the company for you.”

      Milly Hanley, Content and Community Manager APH

      Australian Primary Hemp

      The job: Blog post copywriting

      The deets: Listed on the ASX, Australian Primary Hemp is at the forefront of the hemp industry in Australia. They were looking for a quirky copywriter to help them create educational and digestible articles. Turns out, I was that copywriter.

      Tone of voice: Approachable, lighthearted and clear

      Sample Copy

      The hemp plant is shrouded in myths and misinformation.

      And there’s little wonder why: Hemp is closely related to marijuana, it has a cloudy past that’s coupled with unclear legislation, and it’s a popular target for fake news. The ultimate formula for misunderstanding. So where’s the conscious (but confused) consumer to turn?

      Starting here, we’re going to separate 5 hemp plant facts from fiction, because it’s time we spread the right message about this incredible plant.

      *Image credit: Australian Primary Hemp

      CKCS Films

      The job: The Small Business Copywriting Package, including tone of voice strategy and full website copy

      The deets: Cass and Kane are husband-and-wife filmmakers, lovers of love and suckers for a damn good story. They came to me wanting to define their tone of voice and turn their website copy into something that reflects their playful and non-traditional approach to wedding videography.

      Honestly, I think they should be on every wedding guest list because they’re just so damn fun. 

      Tone of voice: Quirky, conversational, edgy, upbeat

      Sample Copy

      We love capturing the real and unexpected moments that make your big day, your big day. Grandma sneaking her third slice of cake. The (hilarious) slip-up in your wedding vows. And if your bridal party are breakdancing in sync by 10pm? Well, garnish us with salt and call us a margarita. We’re here to capture it.

        Cass and Kane, the Videographers behind CKCS Films, sitting on a bench in an ice cream shop. They're sharing their ice creams with each other with playful expressions.

        “Sam was amazing! She helped us develop a voice for our brand with the Brand Map, and the copy for our website is awesome. We feel like our clients will resonate so much more with us now. She was super professional, her communication throughout the process was incredible and she is extremely knowledgeable about best practices with copy.”

        – Cass and Kane, CKCS Films

        The Finspo Team out the front of their office in Melbourne

        Sam is an absolute delight to work with — diligent, talented, hard working, patient and a great communicator. She takes on feedback and delivers quality content, no matter how complex the subject matter. On behalf of team Finspo, thank you Sam!

        Michelle Yule, Head of Marketing at Finspo

        Finspo

        The job: Blog post copywriting

        The deets: Finspo is what you get when you combine a team of mortgage brokers, software developers and designers. Their team of home loan experts make it easier for you to get a great loan, and the Finspo app helps you pay it off sooner. They were looking for a quirky copywriter to contribute to their regular articles, helping communicate home loan topics with clarity and a touch of Finspo humour.

        Tone of voice: Lighthearted, clear, informative and fun

        Sample Copy

        How to get a home loan (and buy a property!)

        Home loans. If only they were as easy as calling a bank, asking (pretty please) for some money, and then throwing a housewarming in your new place.

        Because in reality? There are rules. Requirements. Boxes to tick. Hoops to jump through.

        But it’s all so you (and the lender) can make sure you’re making a good home loan decision — one that you’ll be able to comfortably afford in years to come.

        So, what’s the home loan process?

        Let’s dive into how to get a home loan, from your first meeting with a broker all the way to settlement.

        Put a lid on it

        The job: Tone of voice strategy, website copy and blog post copy

        The deets: Introducing sustainable servingware that makes sharing food easy, bright and fun – without adding to the plastic problem.

        I was so excited to play a part in bringing this brand to life. I helped the Put a lid on it team define their audience, values, purpose and voice, and then we brought it all together on their website.

        Tone of voice: Quirky, approachable, frank, upbeat

        Sample Copy

        Serving bowl with a lid – the round

        Our serving bowl with a lid will make you feel like you’ve got it aaaall together. Ok, it won’t sort your taxes and blow wave your hair. But it’ll make you feel like a million bucks when you say, “I’d love to come, what can I bring?”

          Cara and Dan from Put a lid on it, standing against a white wall holding up their Put a lid on it bowls
          Cass, founded of Willful Studio, sitting on a white bench with rollerskates on. What a cool chick.

          Willful Studio

          The job: Website copywriting

          The deets: Cass is a Brisbane Squarespace web designer for go-getting women, no matter where they’re at in business. In 2023, she restructured her offers in a way that makes her accessible to people at ALL stages of their business journey. And I think that’s rather cool.

          With these new offers came the need for fresh new copy (oh, hey).

          I had a lot of fun with this one.

          Tone of voice: Compassionate, relatable, a side of fuck-you energy.

          Sample Copy

          I know we haven’t even cheers’ed a gin and tonic yet, but I feel like I already know you.

          You’re a good human

          You’re driven by your values and a mission to leave a positive mark on the lives of others – perhaps even the world. And regardless of where you’re at (just starting out or ten years deep) you recognise a successful website should look good AND convert. Oh, and maybe you’ve got a go-getting, quietly rebellious streak.

          You’re looking for another good human

          A designer that’s not gonna rip you off and ghost you like a shitty tinder date once the work’s done. Someone who’ll meet you where you’re at – whether you’re just starting out with a limited budget, or you want to grow your already thriving business. You’re looking for a designer who’ll take your jumbled ideas and turn it into a beautiful, cohesive and functional website.

          Emma Morgan

          The job: Website copy, including her home page, about page and category descriptions

          The deets: Emma is a florist, forager, painter, illustrator, textile designer and noticer-of-things. Her painting hobby took a mind of its own (in the best way). You’ll find her seeking solitude on the Mornington Peninsula, Victoria.

          Emma came to me looking for some fresh new copy to go with her fresh new website – so that’s exactly what we did.

          Tone of voice: Vibrant, friendly, inviting

          Sample Copy

          As a natural introvert, I’m often spotted foraging for flowers, arranging bouquets or sewing pom poms onto things. Yet above all else, I’m also a noticer-of-things. Beautiful, obscure, easily missed things.

          Like the feathered edges of a mink protea. 

          Like the best time of year to forage for Billy Buttons. 

          Like the way a Leadbeater Possum rests in a tree hollow. 

          Like the sharply serrated geometry of a banksia leaf. 

          Like the way a Gang Gang cockatoo sounds like a creaking door hinge.   

          Nature is full of bizarre forms, obscure textures and eccentric colours. I notice them, get close them, and create honest portrayals of them so you can add a pop of colour to your home. And spread joy. Always joy. 

          Emma Morgan holding up one of her beautiful floral artworks
          A beautiful Vizsla wearing the green Snoot Style puffer jacket

          Snoot Style

          The job: The whole enchilada: full website copy

          The deets: Snoot Style creates stylish, comfortable and sustainable dog apparel. In their start-up phase, they needed a copywriter to put their best foot forward, showcase their brand and begin their SEO journey.

          Since then, they’ve come leaps and bounds (pun intended?) and now a whole bunch of dogs around Australia look next-level-fabulous. What a feat.

          Tone of voice: Quirky, lighthearted and fun

          Sample Copy

          There’s a big, wide world of adventure out there, and our Dog Puffer Jacket lets your best friend embrace it – no matter what the weather person says.

          It features recycled fabric, our famous back zip, plus padding that’s so deliciously soft you’d be forgiven for thinking they’re a giant marshmallow. Our favourite feature is the super lightweight design, giving your doggo the freedom to run, jump, sit, splash, play, scratch, fetch and sniff all the stuff.

          Design Salad

          The job: The Small Business Copywriting Package, including tone of voice strategy and full website copy

          The deets: Candice came to me with a juicy brief. We were gonna shake things up. Switch switch switcheroo. Rearrange the furniture, if you will. The reason? Her previous brand name (Paige Digital) no longer aligned with what made her offering different (read: awesome). So, we set out to create a brand that honours her new direction, celebrates her differences and attracts clients that are *done with playing it safe*

          Tone of voice: Confident with a touch of joy, kindness and quirk.

          Sample Copy

          I don’t have time for green salads here.

          They’re predictable, far-too-common and rarely raved about at the end of the night.

          I’m about the perfect summer salad: A zesty tang.

          Some crunchy surprises.

          An array of textures.

          This is branding and strategy that’ll have your audience begging for the recipe.

          Candice, sitting on a velvet couch wearing a pink onesie. She has beautiful, big curly hair and is laughing at the camera. There is a coffee table with magazines in front of her.

          “Sam’s abilities continually amaze me! She can write in every tone, for every kind of business while keeping the reader interested and entertained. I’ve been working with Sam from Copycircle for over 6 months now, as a client and collaborator and look forward to many more years of witnessing her word wizardry!”

          Candice, Design Salad

          Copycircle logo

          Sam is a master of her craft. So easy to work with, great value for money and amazing quality work. Couldn’t recommend her more!

          Simon McIntyre, Woodruff and Co

          Woodruff and Co

          The job: Product description copy for their best sellers

          The deets: Woodruff and Co create a range of custom, sustainable tools for businesses. But this seemingly simple concept was a lot harder to put into words. They came to me looking for help to clarify their product copy and communicate their message and processes in a simple and accessible way.

          Tone of voice: Helpful, authoritative, humble

          Sample Copy

          Practical, versatile and rustic, our signature custom rubber stamp creates a brand presence you’re show-the-world proud of. We love seeing how our community use their personalised stamps – cardboard boxes, paper bags, business cards, fabric, timber, coffee cups, ceramics, rough surfaces, curved surfaces – there’s always a new idea to surprise us.

            Radar Landscapes

            The job: The whole enchilada: full website copy

            The deets: Radar Landscapes outgrew their old website, so it was time to engage a quirky copywriter (oh, hey) for their refresh.

            Tone of voice: Approachable, quirky and honest

            Sample Copy

            At Radar Landscapes, we offer residential landscaping on the Mornington Peninsula. But more than that, we inject character, style and functionality into your outdoor space. Because we believe your garden should be a home for the soul. A place to connect, unwind, gather, relax and entertain.

            Copycircle logo

            “We had a wonderful time working with Sam, we are so excited with the end result – perfectly capturing our business. We are already highly recommending Copy Circle to friends and family!”

            Tim and Tarryn Looker, Radar Landscapes

            Shane and Ash, founders of Natura Mushrooms, standing in the forest holding their homegrown mushrooms varieties

            “Sam has been writing content for us for a while now. She has been a huge asset to the team! She is very thorough with research and a great team player! She also has a genuine grasp on SEO and its importance in content creation and helping businesses grow organically. The most important thing that shines through with Sam is her genuine passion for her work.”

            Shane, Natura Mushrooms

            Natura Mushrooms

            The job: Blog post copywriting

            The deets: Natura Mushrooms are a team of two Australian mushroom farmers based in Gippsland, Victoria. They were looking for a copywriter to educate their audience about the wonderful world of fungi, presenting mushroom topics in a fun, easy-to-understand way.

            Tone of voice: Fun, quirky, approachable and informative

            Sample Copy

            Ah, Christmas. ‘Tis the season of gift-giving, food comas and drenching your Chrissy pud in spiced brandy. It’s also a time when the jolly bearded man circumnavigates the globe.

            But have you ever stopped to question the origins of Santa Claus? (well, not including the upsetting time you caught your parents placing gifts underneath the tree).

            One ancient folklore believes Santa Claus and magic mushrooms (amanita muscaria) are connected.  Yep, it suggests our traditions were shaped by a time where Siberian Shaman would dress in red and white, hunt for magic mushrooms and drink psychedelic reindeer piss.

            Raspberry Digital

            The job: The whole enchilada: full website copy

            The deets: Rosemary from Raspberry Digital was ready for a new website that reflected her personality, value and expertise.

            Tone of voice: Friendly, trustworthy, approachable and clear

            Sample Copy

            We’re a boutique digital marketing agency taking busy teams from chaos to calm.

            And what if we told you that driving results with your digital marketing could be stress free? Dare we say, cruisy? No more running around in circles, working after hours, or worse – falling asleep to the echoing sound of email pings.

            We use data-driven digital marketing to get predictable leads, measurable results, sustainable growth and deeper connections. Most importantly, we’ll let you claim back your work-life balance (and leave those email pings where they belong).

            Rosemary, founder of Raspberry Digital, sitting at a black table. She's resting her head on her fist and smiling.

            “Thank you so much Sam, you exceeded my expectations at every step of our project. Sam is not only highly professional and efficient, she is also a delight to deal with, and the quality of her work is second to none.”

            Rosemary Beer, Raspberry Digital

            Copycircle logo

            Kate Macindoe Jewellery

            The job: Website copy for Kate’s core pages (done in The Day Hiker)

            The deets: Kate began creating nature inspired jewellery in 2013. Naturally, her art and business has evolved. Quite a lot. So it was time for her website copy to reflect this. She first came to me for a website review, then loved it so much she came back for more! In one intensive day, we refreshed her core website pages, crafting fresh, joyful and down-to-earth copy that inspires her dream audience.

            Tone of voice: Inspiring, down-to-earth, approachable, joyful

            Sample Copy

            Kate Macindoe jewellery begins in nature

            — inspired by the crashing waves, the meandering bush walks, and the surprise sea treasures that emerge with the changing tide.

            Then, each piece is handmade on the Mornington Peninsula and worn by you — the mindful wanderers. The saltwater lovers. The sunrise hikers. The one who says, “let’s take this trail and see where it leads us.”

            This is wild jewellery for the wild at heart.

            “When I received my final copy I was blown away. Sam has a gift for writing in a way that is everything you’ve ever felt and thought about your business, but never been able to put into words. Reading Sam’s words made me feel excited about sharing my product and story — so much so, I felt like I wanted to buy my own product!

            – Kate Macindoe, Jeweller

            A person holding up a BioPak cup filled with ice cream, fruit and a wafer.

            BioPak

            The job: I teamed up with BioPak over several months to help them revise and update their messaging and content – I’m talking everything from articles to eDMs to landing pages.

            The deets: A globally recognised brand, BioPak creates sustainable foodservice packaging that puts the planet first. As a socially and environmentally responsible business and certified B Corporation, BioPak is committed to constant research and development to find better, more sustainable ways of doing things.

            In 2021, BioPak founded Compost Connect, a not-for-profit platform connecting foodservice businesses to commercial composters, helping to divert their food and packaging waste from landfill.

            A big part of my job was to simplify the world of composting – helping their audience and end consumers understand the role of composting in the circular economy, how to spot the correct compostable certifications, and where to access commercial composting facilities.

            Did someone say dream client?

            Tone of voice: Honest, trustworthy, optimistic, charismatic

            Copycircle logo

            Team DSC

            The job: Tone of voice strategy, website copy and workshop copy

            The deets: DSC are Australia’s leading NDIS educators, bringing training, conferences, briefings and consulting to providers in the disability sector.

            DSC cut through bureaucratic BS, apply their hearts and smarts, and draw on their lived experience to simplify NDIS for the disability sector. Oh, and they work with the NDIS – not for the NDIS (there’s a big difference).

            I first worked with the DSC team to create a tone of voice strategy, and since then I’ve become a part of the furniture.

            As their go-to copywriter for over a year now, I work closely with these legends to deliver copy for their new workshops, eDMs and more. I’m a little obsessed with them.

            Tone of voice: Fun, frank, knowledgable, unashamed

            Sample Workshop Copy

            Psychosocial Recovery Coaching: 2 Day Intensive

            Our Psychosocial Recovering Coach training gives you all the essential skills, practices and knowledge needed for the role — in one place.

            Psychosocial recovery coaching is all about balance. That is, balancing recovery-orientated relationships with practical NDIS knowledge. You might have experience working in the mental health space (but not so much with the NDIS stuff). Or you might have NDIS expertise (but not so much the relationship stuff). Or you might be new to both.  

            Our Psychosocial Recovery Coach training blends the two. Across 2 intensive and practical days, you’ll build confidence and skills in all areas of the role — whether that’s advocating for your clients or knowing the ins and outs of the NDIS.

            “Sam is such a talent! She has done an awesome job of getting to know our business and representing our values and brand perfectly in her copy. Super reliable and easy to work with.. can’t say enough good things about her really!”

            – Evie Naufal, Managing Director

            Copycircle logo

            Australian Primary Hemp

            The job: Blog post copywriting

            The deets: Listed on the ASX, Australian Primary Hemp is at the forefront of the hemp industry in Australia. They were looking for a quirky copywriter to help them create educational and digestible articles. Turns out, I was that copywriter.

            Tone of voice: Approachable, lighthearted and clear

            Sample Copy

            The hemp plant is shrouded in myths and misinformation.

            And there’s little wonder why: Hemp is closely related to marijuana, it has a cloudy past that’s coupled with unclear legislation, and it’s a popular target for fake news. The ultimate formula for misunderstanding. So where’s the conscious (but confused) consumer to turn?

            Starting here, we’re going to separate 5 hemp plant facts from fiction, because it’s time we spread the right message about this incredible plant.

            *Image credit: Australian Primary Hemp

            ” Could not recommend the lovely Samantha and Copy Circle enough! Her expertise in the copywriting space and professionalism is unmatched. If you’re looking for a high quality and efficient copywriter, Copy Circle is the company for you.”

            Milly Hanley, Content and Community Manager APH

            Cass and Kane, the Videographers behind CKCS Films, sitting on a bench in an ice cream shop. They're sharing their ice creams with each other with playful expressions.

            CKCS Films

            The job: The Small Business Copywriting Package, including tone of voice strategy and full website copy

            The deets: Cass and Kane are husband-and-wife filmmakers, lovers of love and suckers for a damn good story. They came to me wanting to define their tone of voice and turn their website copy into something that reflects their playful and non-traditional approach to wedding videography.

            Tone of voice: Quirky, conversational, edgy, upbeat

            Sample Copy

            We love capturing the real and unexpected moments that make your big day, your big day. Grandma sneaking her third slice of cake. The (hilarious) slip-up in your wedding vows. And if your bridal party are breakdancing in sync by 10pm? Well, garnish us with salt and call us a margarita. We’re here to capture it.

            “Sam was amazing! She helped us develop a voice for our brand with the Brand Map, and the copy for our website is awesome. We feel like our clients will resonate so much more with us now. She was super professional, her communication throughout the process was incredible and she is extremely knowledgeable about best practices with copy.”

            – Cass and Kane, CKCS Films

            The Finspo Team out the front of their office in Melbourne

            Finspo

            The job: Blog post copywriting

            The deets: Finspo is what you get when you combine a team of mortgage brokers, software developers and designers. Their team of home loan experts make it easier for you to get a great loan, and the Finspo app helps you pay it off sooner. They were looking for a quirky copywriter to contribute to their regular articles, helping communicate home loan topics with clarity and a touch of Finspo humour.

            Tone of voice: Lighthearted, clear, informative and fun

            Sample Copy

            How to get a home loan (and buy a property!)

            Home loans. If only they were as easy as calling a bank, asking (pretty please) for some money, and then throwing a housewarming in your new place.

            Because in reality? There are rules. Requirements. Boxes to tick. Hoops to jump through.

            But it’s all so you (and the lender) can make sure you’re making a good home loan decision — one that you’ll be able to comfortably afford in years to come.

            So, what’s the home loan process?

            Let’s dive into how to get a home loan, from your first meeting with a broker all the way to settlement.

            Sam is an absolute delight to work with — diligent, talented, hard working, patient and a great communicator. She takes on feedback and delivers quality content, no matter how complex the subject matter. On behalf of team Finspo, thank you Sam!

            Michelle Yule, Head of Marketing at Finspo

            Cara and Dan from Put a lid on it, standing against a white wall holding up their Put a lid on it bowls

            Put a lid on it

            The job: Tone of voice strategy, website copy and blog post copy

            The deets: Introducing sustainable servingware that makes sharing food easy, bright and fun – without adding to the plastic problem. I was so excited to play a part in bringing this brand to life. I helped the Put a lid on it team define their audience, values, purpose and voice, and then we brought it all together on their website.

            Tone of voice: Quirky, approachable, frank, upbeat

            Sample Copy

            Serving bowl with a lid – the round

            Our serving bowl with a lid will make you feel like you’ve got it aaaall together. Ok, it won’t sort your taxes and blow wave your hair. But it’ll make you feel like a million bucks when you say, “I’d love to come, what can I bring?”

            Cass, founded of Willful Studio, sitting on a white bench with rollerskates on. What a cool chick.

            Willful Studio

            The job: Website copywriting

            The deets: Cass is a Brisbane Squarespace web designer for go-getting women, no matter where they’re at in business. In 2023, she restructured her offers in a way that makes her accessible to people at ALL stages of their business journey. And I think that’s rather cool.

            With these new offers came the need for fresh new copy (oh, hey).

            I had a lot of fun with this one.

            Tone of voice: Compassionate, relatable, a side of fuck-you energy.

            Sample Copy

            I know we haven’t even cheers’ed a gin and tonic yet, but I feel like I already know you.

            You’re a good human

            You’re driven by your values and a mission to leave a positive mark on the lives of others – perhaps even the world. And regardless of where you’re at (just starting out or ten years deep) you recognise a successful website should look good AND convert. Oh, and maybe you’ve got a go-getting, quietly rebellious streak.

            You’re looking for another good human

            A designer that’s not gonna rip you off and ghost you like a shitty tinder date once the work’s done. Someone who’ll meet you where you’re at – whether you’re just starting out with a limited budget, or you want to grow your already thriving business. You’re looking for a designer who’ll take your jumbled ideas and turn it into a beautiful, cohesive and functional website.

            Emma Morgan holding up one of her beautiful floral artworks

            Emma Morgan

            The job: Website copy, including her home page, about page and category descriptions

            The deets: Emma is a florist, forager, painter, illustrator, textile designer and noticer-of-things. Her painting hobby took a mind of its own (in the best way). You’ll find her seeking solitude on the Mornington Peninsula, Victoria.

            Emma came to me looking for some fresh new copy to go with her fresh new website – so that’s exactly what we did.

            Tone of voice: Vibrant, friendly, inviting

            Sample Copy

            Sample Copy

            As a natural introvert, I’m often spotted foraging for flowers, arranging bouquets or sewing pom poms onto things. Yet above all else, I’m also a noticer-of-things. Beautiful, obscure, easily missed things.

            Like the feathered edges of a mink protea. 

            Like the best time of year to forage for Billy Buttons. 

            Like the way a Leadbeater Possum rests in a tree hollow. 

            Like the sharply serrated geometry of a banksia leaf. 

            Like the way a Gang Gang cockatoo sounds like a creaking door hinge.   

            Nature is full of bizarre forms, obscure textures and eccentric colours. I notice them, get close them, and create honest portrayals of them so you can add a pop of colour to your home. And spread joy. Always joy. 

            A beautiful Vizsla wearing the green Snoot Style puffer jacket

            Snoot Style

            The job: The whole enchilada: full website copy

            The deets: Snoot Style creates stylish, comfortable and sustainable dog apparel. In their start-up phase, they needed a copywriter to put their best foot forward, showcase their brand and begin their SEO journey.

            Since then, they’ve come leaps and bounds (pun intended?) and now a whole bunch of dogs around Australia look next-level-fabulous. What a feat.

            Tone of voice: Quirky, lighthearted and fun

            Sample Copy

            There’s a big, wide world of adventure out there, and our Dog Puffer Jacket lets your best friend embrace it – no matter what the weatherman says.

            It features recycled fabric, our famous back zip, plus padding that’s so deliciously soft you’d be forgiven for thinking they’re a giant marshmallow. Our favourite feature is the super lightweight design, giving your doggo the freedom to run, jump, sit, splash, play, scratch, fetch and sniff all the stuff.

            Candice, sitting on a velvet couch wearing a pink onesie. She has beautiful, big curly hair and is laughing at the camera. There is a coffee table with magazines in front of her.

            Design Salad

            The job: The Small Business Copywriting Package, including tone of voice strategy and full website copy

            The deets: Candice came to me with a juicy brief. We were gonna shake things up. Switch switch switcheroo. Rearrange the furniture, if you will. The reason? Her previous brand name (Paige Digital) no longer aligned with what made her offering different (read: awesome). So, we set out to create a brand that honours her new direction, celebrates her differences and attracts clients that are *done with playing it safe*

            Tone of voice: Confident with a touch of joy, kindness and quirk.

            Sample Copy

            I don’t have time for green salads here.

            They’re predictable, far-too-common and rarely raved about at the end of the night.

            I’m about the perfect summer salad: A zesty tang.

            Some crunchy surprises.

            An array of textures.

            This is branding and strategy that’ll have your audience begging for the recipe.

            “Sam’s abilities continually amaze me! She can write in every tone, for every kind of business while keeping the reader interested and entertained. I’ve been working with Sam from Copycircle for over 6 months now, as a client and collaborator and look forward to many more years of witnessing her word wizardry!”

            Candice, Design Salad

            Copycircle logo

            Woodruff and Co

            The job: Product description copy for their best sellers

            The deets: Woodruff and Co create a range of custom, sustainable tools for businesses. But this seemingly simple concept was a lot harder to put into words. They came to me looking for help to clarify their product copy and communicate their message and processes in a simple and accessible way.

            Tone of voice: Helpful, authoritative, humble

            Sample Copy

            Practical, versatile and rustic, our signature custom rubber stamp creates a brand presence you’re show-the-world proud of. We love seeing how our community use their personalised stamps – cardboard boxes, paper bags, business cards, fabric, timber, coffee cups, ceramics, rough surfaces, curved surfaces – there’s always a new idea to surprise us.

            Sam is a master of her craft. So easy to work with, great value for money and amazing quality work. Couldn’t recommend her more!

            Simon McIntyre, Woodruff and Co

            Copycircle logo

            Radar Landscapes

            The job: The whole enchilada: full website copy

            The deets: Radar Landscapes outgrew their old website, so it was time to engage a quirky copywriter (oh, hey) for their refresh.

            Tone of voice: Approachable, quirky and honest

            Sample Copy

            At Radar Landscapes, we offer residential landscaping on the Mornington Peninsula. But more than that, we inject character, style and functionality into your outdoor space. Because we believe your garden should be a home for the soul. A place to connect, unwind, gather, relax and entertain.

            “We had a wonderful time working with Sam, we are so excited with the end result – perfectly capturing our business. We are already highly recommending Copy Circle to friends and family!”

            Tim and Tarryn Looker, Radar Landscapes

            Shane and Ash, founders of Natura Mushrooms, standing in the forest holding their homegrown mushrooms varieties

            Natura Mushrooms

            The job: Blog post copywriting

            The deets: Natura Mushrooms are a team of two Australian mushroom farmers based in Gippsland, Victoria. They were looking for a copywriter to educate their audience about the wonderful world of fungi, presenting research in an easy-to-understand way.

            Tone of voice: Fun, quirky, approachable and informative

            Sample Copy

            Ah, Christmas. ‘Tis the season of gift-giving, food comas and drenching your Chrissy pud in spiced brandy. It’s also a time when the jolly bearded man circumnavigates the globe.

            But have you ever stopped to question the origins of Santa Claus? (well, not including the upsetting time you caught your parents placing gifts underneath the tree).

            One ancient folklore believes Santa Claus and magic mushrooms (amanita muscaria) are connected.  Yep, it suggests our traditions were shaped by a time where Siberian Shaman would dress in red and white, hunt for magic mushrooms and drink psychedelic reindeer piss.

            “Sam is a huge asset to the team! She has a genuine grasp on SEO and its importance in content creation and helping businesses grow organically. The most important thing that shines through with Sam is her genuine passion for her work.”

            Shane Cayless, Natura Mushrooms

            Rosemary, founder of Raspberry Digital, sitting at a black table. She's resting her head on her fist and smiling.

            Raspberry Digital

            The job: The whole enchilada: full website copy

            The deets: Rosemary from Raspberry Digital was ready for a new website that reflected her personality, value and expertise.

            Tone of voice: Friendly, trustworthy, approachable and clear

            Sample Copy

            We’re a boutique digital marketing agency taking busy teams from chaos to calm.

            What if we told you that driving results with your digital marketing could be stress free? Dare we say, cruisy? No more running around in circles, working after hours, or worse – falling asleep to the echoing sound of email pings.

            We use data-driven digital marketing to get predictable leads, measurable results, sustainable growth and deeper connections. Most importantly, we’ll let you claim back your work-life balance (and leave those email pings where they belong).

            “Thank you so much Sam, you exceeded my expectations at every step of our project. Sam is not only highly professional and efficient, she is also a delight to deal with, and the quality of her work is second to none.”

            Rosemary Beer, Raspberry Digital

            My brain. Your business.