These clients were looking for a freelance copywriter in Australia.
They found me.
This is what we got up to together.
The images below give you a taster of what I did.
Want other examples? Give me a shout and I’ll send some over.
As well as the examples here, I’ve also written about plenty of health and wellbeing topics. Mainly as part of my roles for Government (UK|Aus).
I keep it separate to avoid conflict of interest. (My Gov. roles have been employment in Health Promotion leadership – not as a freelance copywriter).
Want to know more – get in touch.
BTW: copy is sometimes tweaked by the client over time
Tess is one of the world’s compassionate powerhouses. Her business, Frontline Heroes, provides home health care, targeting Australia’s First Nations Peoples, based on a Māori holistic health model. She also collaborates with Indigenous artists to design colourful, comfortable scrubs. Awesome project. What a privilege to work with such a star.
Diversity and Inclusion approach and template
Kate, an award-winning SEO consultant and business woman, wanted to add a Diversity policy to her online business communities to show *everyone is welcome*. Go Toon!
Branding and website inc product descriptions
Damian is an inspiration. He had a dream and made it real. His new café sells the yummiest Jamaican food ever. Plus, you can buy Jamaican spices and foods online. We started with a Brand Banter Guide followed by new SEO web copy full of Irie Jamaican vibes. Delish.
Website coming soon
SEO Website copy | Brand name consultation | Email
You can’t help but be enthusiastic about Saffron when you meet Raymond. He sells top-notch saffron, farmed sustainably and ethically on his family farm in Afghanistan. Having witnessed the atrocities of the Afghan war, Raymond gives some of his profits to the Aussie Cancer Council and to shelter homeless children living on the streets of Kabul and Herat.
SEO website copy
Edwin is a man on a mission. He’s the super committed founder of Coworth – a registered NDIS disability service provider. He wanted his website to show that everyone is worthy of a positive, meaningful and independent life, no matter their background. It was a quick-flash turnaround
but I’m so grateful he chose me as his word-slinger.
HOT PROPERTY COPY
SEO Website copy
Emma wanted her website to show that real estate copy can be friendly, effective and authentic without being clichéd and bland. A fun project challenging some of those bullsh*t buzzwords. Loved working with Emma but I still don’t know where she found all her energy for little kids, her business, and working with hubby on his business. I take my hat off to her.
Website collaboration and Sales page
I worked in collaboration with Ali – what a wonderful and creative woman – to rethink and re-write her web copy and a sales page targeting artists. Loved collaborating with a like-minded human.
Chilcorp Metal Recycling wanted their blog to reflect their top-class customer service, innovative systems and their commitment to recycling. With a playful tone of voice.
Website copy | Blog articles | Video scripts
Jacaranda Dental has all the latest technology for modern dentistry. But their website had been left behind. New web copy, blogs and videos brought them bang up to date and brought their website to life.
I followed AHPRA regulations. (And soon realised I needed to see a dentist)
Blog articles for clients
Blog articles with personality about staying healthy, being environmentally conscious and working from home during COVID19. For a client of Core Vision.
Website | Landing Page | Emails
I worked with Naomi to create content for her start-up to share holiday homes on the NSW South Coast. Hosts and sharers were recruited through the online content.
Teaching resources for primary to college students to meet the UK national curriculum guidelines:
BETWEEN YOU AND ME | Primary school toolkit and game
Teaching little ones about how humans develop, body parts and personal body safety. Reflecting UK cultural diversity.
ALIVE AND KICKING | Peer Education for young people
Training kit for young people to teach their peers about safer sex and sexual health. ‘twas so much fun working on this.
Collected views from African-Caribbean young people. Wrote print publicity materials for a new social enterprise for young people involved in street gangs (ECHO). The young people were the best – creating music, ‘spitting lyrics’ and having a top time. Tone of voice needed to match their vibes and lingo.
IMAE created a new insurance product for market stallholders across Australia. I wrote the web copy to assist with sales.
I want what they're having
People say the loveliest things
Director | Branding Kaitiaki
Cal wrote our Tone of Voice Branding Guide and website words for our new Jamaican food business and café bar. She was amazing to work with, full of ideas and did an exceptional job.
Founder | Taste Jamaica
Cal delivered exactly what I was looking for and met the tight deadline. She worked with me to find my message and voice. Cal was a pleasure to work with and I’ll continue to use her for future projects.
Founder | Coworth
Cal was absolutely fantastic and easy to work with, responsive and collaborative. I was really happy with the completed job. I highly recommend her for anyone looking for a stress free, positive experience with a copywriter who works their magic to create content that speaks to your audience.
Director | Registered Migration Consultant | Lead Law Wrangler
Superb and very affordable. It is my pleasure working with Cal. She has a broad knowledge of copywriting and advised me thoroughly on my business adventure. I definitely recommend her.
Founder | SUFI Spice
I recently worked with Cal on a highly sensitive copywriting project. I needed someone I could trust, who had the know how to write carefully structured diversity policy, cognisant of the various pitfalls and issues involved.
She was a delight to work with, affable, efficient, always willing to take on board feedback and provided a super polished end product. I’d work with her again in a shot!
Founder | Kate Toon Clever Copywriting
We chose Cal as we wanted an ethical copywriter to write about circular economy and her work was impeccable, her approach was very accurate and authentic and she managed to turn this content into a very interesting article for us, we will definitely recommend her work!
Daniela Sierra Toro
Marketing Coordinator | YTAO
I read over the copy many, many, many times and while I loved it the first time, it just gets better and better each time I read it! I am truly ecstatic – it’s all 100% on the mark. THANK YOU!
Cal is phenomenal. She nailed the brief on her first go. She moulded her style to the conversational tone of voice we needed and the articles were exactly what we needed. I’ll be using her again for our next project and would highly recommend her to anyone who’s after a copywriter who takes care of, and responsibility for, crafting quality content. It’s rare to find someone who takes such good care of what they’re doing. I’ll be holding onto Cal with two hands!
Cal has put in a huge effort to research and familiarise herself with our industry, which meant we could focus on our work and feel comfortable knowing Cal could work independently and produce accurate and relevant content. Cal is super friendly and is a pleasure to work with. Nothing has been too difficult, and she has over delivered on everything!
These blog articles are soooo fantastic! I mean I had no doubt they’d be awesome, but these are totally spot on. They knock our competition out of the water in terms of their content. We are THRILLED!
Cal cast her eyes on my clients ‘About page’ draft and weaved her copyediting magic.
I was having a hard time making it sound any better so was happy to get a new set of eyes on it.
She took the piece from cheesy to charming, fast! My client was impressed and she made me look like I’d absolutely nailed it.
Cal has done lots of copywriting for us on healthy living subjects. Cal’s sensitive approach, skills and attention to detail made the task easy. The writing she produced really helped engage the target audiences and win awards for the projects. Cal went above and beyond. Her energy and enthusiasm was infectious. She’s a star!
Cal wrote our promotional materials. I was lost with what to write but Cal spoke to some of our young people immediately grasped the concepts. Her writing was perfect to attract kids to our youth group (teenagers from difficult backgrounds hanging on the streets). Cal has a great sense of humour which comes through in her writing. She’s lovely and friendly to work with.
I’m a happy dancer too (big time)
Thank you to some of the incredible people who’ve helped me in a big or small way: Kimani (soul mate), extra special TCCS copybeasts | Sanctuary Point copy-crew, Sandy (web queen), BlackIllustrations, Photographers on Unsplash and the fabulous clients who work with me.
I acknowledge and celebrate that I live, work and play on the lands of the Ngunnawal people and the lands of the oldest living culture known to the world.
I honour this privilege and responsibility with respect, humility and curiosity. I appreciate the wisdom, diversity and innovation of Aboriginal and Torres Strait Islander ways of seeing and being, and their elders past and present. Always was. Always will be.
Diversity is a key part of our history, culture, and identity. I support work across the whole kit and caboodle of social impact. From humanity to the planet and everything in between. I stand with Black Lives Matter.
Aboriginal and Torres Strait Islander people should be aware this website may contain images or names of people who have passed away.