Web Copywriting

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Are you getting your new website together or looking to do a refresh? Then don’t forget the words.

Not just any words. The right words. When web copywriting is good, your readers can feel the difference. It says professionalism, credibility and authority, and it drives people to act.

Which after all is the name of the game no?

Having well-structured, well-written, persuasive and search engine-friendly (SEO) web copy is one of the smartest business decisions you’ll ever make. That’s why getting an experienced professional web copywriter to do it makes seriously good business sense. Web copywriters like us!

Our web copywriting turns visitors into customers. And being SEO friendly, it will please both the Google gods and your mere mortal customers. As for tone, our web copywriters can run the full gamut from clever, creative and lateral to straight ahead, corporate and ASX – with everything in between. In terms of style, we tend to prefer conversational web copywriting because it’s how we speak and it tells the reader your web site won’t be dull.

We also write for scanners with scannable headings that tell your story to visitors looking for heading that summarise the story they want to hear.

We also write for scanners with scannable headings that tell your story to visitors looking for heading that summarise the story they want to hear.

Our regular clients range from small businesses to agencies to Australia’s biggest corporates. And they keep coming back to us time and again for strategic, on brand and engaging web copywriting that delivers.

Our clients include:

Here’s Some Recent Examples Of Our Web Copywriting Work:

Cutting-edge software company Clear Dynamics needed web copy that concisely and clearly outlined their offer to the financial services industry. Using a disparate mix of uncrafted information and interviews, copy was corralled and given an engaging, authoritative tone – all the while keeping it as simple as possible. Not an easy task when you’re dealing with everything from next generation artificial intelligence to the latest facial recognition software!

Marshalls+Dent+Wilmoth Lawyers has offices across Australia. APM was commissioned to write plain English web copy outlining its services as well as blogs and case studies.

Copy sample:

Business advice for the real world

Whether your business is large or small, you need exceptional legal advice. Partnering with a commercial lawyer will help your business get off the ground, and set you up for success. Our commercial lawyers in Melbourne and Victoria offer first-rate services, and they’re renowned for their pragmatic and cost-effective solutions. But commercial law isn’t only about understanding legislation or being able to draft effective legal documents (although we do that too). It’s about getting to know your business operations, goals, strategies and challenges.

We’re skilled at tackling the full range of commercial issues and transactions. Whatever the challenge, we can help your business.

This valued client required existing copy edited into easy English for a new website on blood-born viruses and STIs. It was then translated into 17 languages.

Easy English is a style of writing that:

  • Uses words and images to help readers understand the information
  • Focuses on key information
  • Is simple and concise

Copy sample:

How do I get HIV?

You don’t know by looking at someone if they have HIV. People who have it often feel healthy and well. HIV lives in blood, sexual fluids and breastmilk. You catch HIV if any of these get in to your bloodstream. The common ways to get HIV are from:

  • Direct blood-to-blood contact e.G. Blood transfusions and organ transplants in countries that do not test it for hiv
  • Not using condoms during sex
  • Sharing needles, syringes or spoons to inject drugs
  • Guidance around your reporting requirements
  • Blood transfusions and organ transplants in Australia are safe when all rules are followed
  • Unsterile body piercing and tattooing or ceremony
  • Breastmilk

Asia Pacific Group is a 150-year-old integrated property development company firmly bound to the fabric of the Australian property story.

This leading Australian property developer needed a complete copy refresh to better reflect recent changes to its operations. Drawing from a mix of director interviews, bullet points and assorted collateral the new copy reflects the gravitas, success and competence of this highly successful company.

Copy sample:

Asian Pacific Group has an extensive portfolio of Australian commercial, residential and hotel property projects. We pride ourselves on being agile, efficient and responsive. Our business model is anchored in a long term vision that builds on our 150-year heritage. The company’s success has given us enormous freedom to pursue our vision with absolute confidence and clarity. Our strategy of taking a broad geographic focus allows us to go wherever we find suitable opportunities that accord with our long term vision.

Infoready is a data analytics company that wanted web copy that explained what it did in a simple, engaging way that would appeal to non data specialists in marketing and related fields. APM’s response was based on interviews with the principals.

Copy sample:

We bring value to your data

Whether you’re a synchronised swimmer, tango mystic or a chainsaw juggler being an expert takes talent and hard work. And we ought to know because when it comes to analysing data we’re one of the best around. Everyone from the CEO to the admin staff live and breathe the stuff. Yep, we’re unashamedly data geeks! Data analysis is not everyone’s cup of tea. It’s actually a highly specialised niche and one in which Infoready is firmly established. Our skill lies in exploring our client’s data to uncover patterns, discover solutions, and reveal winning strategies (and how to use them) to gain a competitive advantage. We won’t be bringing an army to your project, just a small group of very highly-skilled people. And we’re not in the business of selling IT solutions, we just solve real business problems.

Leading Melbourne law firm, Moores Legal, commissioned APM to write plain English web copy outlining its services and explaining its unique agreed pricing model in an engaging way. The copy drew on a mix of partner interviews, attendance at workshops and the finessing of supplied briefing notes.

Copy sample:

Moores Agreed Pricing

Where most firms charge by time, our approach is different. With Moores Agreed Pricing (MAP) you’ll know our fee before we begin work. No estimates. No ranges. No hourly rates.

Before we talk to you about price, we will listen carefully to you and ask the right questions to understand your needs and how we can meet them.If together, we are satisfied that we can move you to where you want to be, we will scope the work and propose a price.This may involve giving you some options. In other words, the price will be a function of the scope of the work and the value we anticipate creating; not the time we spend on it.

MAP involves four steps:

  • We respond with a clear statement of scope and a price
  • We scope out your needs
  • If acceptable, we askyou to sign a formal price agreement
  • We do what we promised and seek your feedback

Why MAP?

Frankly, we’d rather spend time helping you realise your opportunities and solve your problems than filling in time sheets. Plus, uncertainty around fees leads to unhappy clients and unhappy lawyers.

“everything should be made as simple as possible, but not one bit simpler.”

Albert Einstein

Trusting Clients

Victoria Government Gazette
Australian Government
Australian Super
Slater Gordon Lawyers
Victoria State Government
ACCC logo
New South Wales Aboriginal Land Council

Happy Clients

Thanks for all your efforts in helping Togethr Trustees get four annual reports completed on time in a year that we all agree has been extremely challenging. I look forward to working with you and the team next year.

Five Stars

Awenna Williams, Head of Experience, Togethr Trustees

Andrew and his team delivered the clear, streamlined annual report we wanted on time. And their flexibility and efficiency made the process run smoothly for us. A pleasure to work with!

Five Stars

Geoscape Australia

Andrew and his team have been fantastic to work with. Responsive, professional, and able to edit and condense complex information into an accessible form - and within the deadlines every time.

Five Stars

Indigenous Business Australia

The APM team were wholly professional and responsive. They met all deadlines and expectations for the project. APM skilfully negotiated the many challenges associated with project managing to get the best outcome for the Museum. The final result took our annual reporting to the next level. Thanks to everyone on the team!

Five Stars

Museum of Australian Democracy

I have known of Andrew and his team's expertise as specialist legal copywriters for many years, and have been finally able them to the test. I am so very glad that I could. They quickly responded to the brief and captured my company's tone of voice so well, that there were virtually no changes needed to the copy before it was finalised. Highly recommended!

Five Stars

Andrew Spalding, Founder & Managing Director at Get There