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Copywriting services

Untangle your ocean story to grow your business and make a positive impact

I’ve packaged my copywriting services to reflect what most of my clients need. But if you have something else in mind, do still get in touch – I’d love to hear from you.

Hey ocean change-maker. You’ve worked too hard on your business to be let down by mediocre messaging. It’s time to free yourself from tangled, “not-quite-right” messaging. and find the right words to market your business with clarity and positive ocean impact?

Website Writing

Turn your website into a 24/7 salesperson for your ocean impact business with clear messaging, foundational SEO and a well-thought-out website structure. So you can spend more time making waves and less time selling.

What’s included:

  • In-depth questionnaire to gain clarity around your business, core offering, Unique Selling Proposition, values, ocean impact focus, brand personality/voice, audience, etc.
  • 90-minute interview with you via Google Meet to talk about the story behind your business and get deeper into what you do (so I can distil this passion into your website copy)
  • Voice-of-customer (VoC) research via either customer interviews or review mining
  • SEO keyword research for each page
  • Website strategy to recommend which pages your website needs and an ideal navigation structure
  • Copy for 5 core pages (e.g. Home, About, Services/Products, Impact/Sustainability or FAQ, Contact)
  • Title tags and meta description for each page
  • Microcopy for your 404 error page and contact form ‘thank you’ message
  • Delivered in a clearly formatted copy deck that you can hand straight to your website designer
  • 2 rounds of revisions
  • Proofreading

Investment: Starting at $3,750 AUD

Add-ons: Additional pages – $950 per page

Timeline: 4–8 weeks

Brand Messaging

Get a simplified brand message to clarify and unify all of your marketing – so you know exactly what to say whenever you talk about your business and the positive ocean impact you’re trying to make.

Landscape of a calm ocean and seagrass

What’s included:

  • Pre-project deep dives, including questionnaire, 90-minute briefing call, and voice-of-customer (VoC) research
  • A custom Brand Messaging Guide you can refer back to again and again, containing:
    • A tagline for your brand
    • Your simplified brand statement, mission statement and core values
    • Elevator pitch
    • Brand story to use across your marketing, from podcast appearances to your website’s About page
    • Media bio(s) for each founder and/or your CEO
    • Unique selling propositions (USPs)
    • Core offer structure and key messaging points for each
    • Customer overview and VoC insights, including fresh testimonials you can use in your marketing
    • Brand personality and voice guide
    • Word list, headlines & one-liners, emoji policy, grammatical & style rules
    • And more

Investment: starting at $3,450 AUD

Timeline: 4–6 weeks

Blog Writing

Regularly updating your blog is a simple way to share your ocean story, educate your audience, and build trust and loyalty. It also helps you achieve a higher ranking in Google and bring more aligned traffic to your website. But, as a busy ocean change-maker, you might not have time to plan and write a strategic blog post every month. Which might mean your posting schedule feels a bit erratic or your blog page feels stagnant. I can help! My monthly blog retainers include: a monthly check-in to agree a topic; 1 x 400–1,000-word well-researched blog that’s true to your voice and values; SEO title tags and meta description; and 2 rounds of revisions. All you have to do is copy, paste and publish (or, even better, hire a VA to do that for you). My aim is to unlock the potential of your blog for business growth and positive ocean impact by simplifying it into a monthly schedule you can keep up with.

What’s included:

  • In-depth questionnaire to gain clarity around your business, brand personality/voice, and key impact and/or sustainability focus points
  • (Up to) 45-minute call via Google Meet to clarify and dig deeper so I can start to shape a strategy for your Impact / Sustainability page
  • Shared Google Folder for you to drop any relevant reference materials, stats and stories
  • Research and fact-checking to ensure your Impact / Sustainability page is watertight
  • Copy for a 500–1,000-word Impact / Sustainability page that tells your ocean story by bringing to life your impact efforts with clarity and creativity
  • Clearly formatted within a copy deck that you can hand to your website designer (or use yourself)
  • Brand voice check to ensure the page sounds like you and perfectly fits with the character of your website
  • Anti-greenwashing check to make sure every green claim is grounded in clarity, specificity and transparency, and doesn’t exaggerate or mislead
  • 2 rounds of revisions
  • Proofreading

Investment: Starting at $245 AUD per month (no minimum commitment)

Timeline: Monthly on an agreed date

1:1 Golden Hour Session

Wish you could grab coffee with an ocean impact copywriter and pick their brain? Sense-check your ideas? Ask questions? Get feedback on your copy? Get advice on a copywriting challenge? With a 1:1 Golden Hour Session, you get my undivided attention for 60 whole minutes to untangle your thoughts and gain clarity on your brand’s copy and messaging. My aim is for you to come away with tangible action steps you can take to make your copy more impactful for both your business and Planet Ocean.

What’s included:

  • Short questionnaire to help me prepare for our session
  • 1-hour call with me via Google Meet
  • Video recording and written action list sent to you within 24 hours of the session
  • 7 days of follow-up email support

Your investment: $150 AUD

Timeline: New slots released at the start of every month

Impact Page Writing

A dedicated Impact website page helps you stand out for the positive ocean impact you’re trying to make. It showcases the steps you’re taking to make your business ethical, sustainable and a perfect choice for ocean-conscious customers.

If you’re unsure how to write your Impact page (without greenwashing or making it dry), I’d love to write it for you.

What’s included:

  • In-depth questionnaire about your impact strategy
  • Copy for a 500–1,000-word Impact page that brings your impact story to life with clarity, authenticity and creativity
  • Anti-greenwashing check to root any sustainability claims in transparency and ensure your Impact page is watertight
  • Clearly formatted within a copy deck that you can hand to your website designer (or use yourself)
  • 2 rounds of revisions
  • Proofreading

Investment: $950 AUD

Timeline: 2 weeks

Our process

One

We have a friendly intro call to meet each other and chat about what you need. I send you a proposal and, if you’re happy with that, you pay a 50% commencement fee to lock in your project.

Two

The cool part! We have a briefing call to dive deep into your business, brand, perfect customer, values, your ‘why’, etc. This is where I ask you questions and listen to you talk about your business so that I can bottle your passion and let it out in your website copy. My clients always tell me how much clarity and direction they get over their brand during this part of the process – it’s a really valuable session.

Three

Over the next 4–6 weeks, I go away and write up the first draft of your website copy, including conducting SEO keyword research and voice of customer research, mapping out your pages, clarifying your messaging strategy and writing the copy for each page.

Four

I present you with the first draft of your new website copy. We then work through two rounds of revisions to get it spot on and exactly as you want it. Once you’re happy, I get the copy professionally proofread and we sign off the project. As soon as the final invoice is paid, your sparkly new website copy is yours to use!

Hey! I’m Estelle

I’m a website copywriter for eco and ethically conscious brands, and an ocean-focused copywriter. Based in Sydney (but originally from London), I’m also an ocean lover, aspiring yogi, beach cleaner, and rescue greyhound pawrent.

Guided by a passion for the ocean and nature, in 2019 I combined my copywriting skill set with my eco-conscious values to focus on helping change-makers tell their story, sell their offers and make a difference through their copy.

In my 3+ years as a copywriter, I’ve written websites and other copy for ethical jewellery makers, nature photographers, pre-loved clothes shops, cruelty-free skincare brands, wellness specialists, outdoor walking companies, refillable bottle brands and more, helping them attract and convert more aligned customers through copy that is true to their voice and values.

And now I’d love to help you.

Frequently asked questions

Don’t worry, I use a step-by-step process that’s super easy to follow, so you definitely don’t need to have worked with a copywriter before! Before we start, I’ll send you a questionnaire with everything I need you to think through and be clear on. This includes exactly what your business offers (i.e. your products or services, including details like cost, materials/ingredients, etc.), who your ideal audience is, the story behind your business (i.e. why you got started), your brand personality and your values/ethos as a brand. If you’re still not sure, feel free to reach out to me.
This is an intuitive skill of mine but I have a process too. Before I write a word, we have a big briefing chat where you tell me all about your business and brand. I ask questions such as ‘If your business were a person, how would you describe them?’ and ‘How do you want your new copy to make people feel?’. This helps me get a sense of your brand’s personality. I also listen carefully to the language you use when you talk so that I can bring out flourishes of your natural voice in your copy. Then, I conduct voice-of-customer research to see the language that your perfect customer uses to talk about your brand (or similar brands). Your brand voice is a fusion of the two – so that your copy sounds like you but also resonates with your perfect customer.
I offer a basic SEO strategy for your website. This includes choosing a target keyword for each page and inserting it in all the right places (your H1 heading, subheadings, SEO title, etc.). But I write for humans first. I keep any keyword use natural and subtle so that your copy never sounds as if it’s been written for SEO.
I’ve crafted this package around the five core website pages that most of my clients need. But if you need additional pages, we can absolutely add those on. Let me know when you book and I can put together a custom quote for you.
Absolutely! Get in touch and I’ll put together a custom quote for you.
I ask for 50% upfront to secure your project spot in my calendar. The remaining 50% is paid when I deliver the second draft.
All my project fees are split up into two payments. You’ll pay 50% at the start of the project and 50% when I deliver the second draft. I did trial spreading out the payments over three months but I’m afraid I couldn’t make this sustainable for me.

Ready to untangle your ocean story to grow your business and make a positive impact?