There's only one good reason to hire a web copywriter...

… to lead your website visitor to the ‘Buy Now’ cart or ‘Sign me up’ form. 

It cost you hard earned advertising dollars to get visitors to your website. You want to keep them there. 

Copy sets the tone of your business. It gives your customers a seamless experience. It creates first impressions. Establishes brand voice. Makes clear call to actions. Creates valuable content. Makes your site easy to navigate. Great copy even closes sales. 

I’d love to help you take your visitors on a journey to the ‘checkout cart’. In the meantime, check out our work below. 

The Pencil and Pad Web Copy and Design Portfolio

Wine God

Who doesn’t love a good drop of wine? Certainly the folks at Wine God wanted to create a website where they could sell their vintage, hard-to-find and wallet friendly drops and educate wine drinkers about the merits of a red. 

The brief was to create an online wine store. We branded it around showing the whole wine journey from the grape to the glass. We selected Woocommerce for the shop and had a blast writing about wines, gathering reviews and building a user friendly search, sales and checkout. 

Bartlett and Co. Property

Tim Bartlett is one of the most recognisable faces in Wollongong real estate. With over three decades in the business, it was time for Tim and his wife Alana to strike out on their own. 

The brief was to combine Tim’s experience with his infectious personality to convey a sense that every new home purchase represents a fresh start. Which was a nice touch: because Bartlett and Co. Property was having a fresh start of its own. 

Bowral Dermatology

Dr. Derek and Tracy Davies run dermatological practices in Bowral and Orange and offer a range of cosmetic, medical and surgical procedures. The old website was tired and our partner Wheelhouse asked us to write new copy. 

From the first meeting, we were struck by the care Dr Derek and Tracy offered their patients and we suggested a strong brand voice centred on kindness. We wrote descriptions of conditions and procedures and wanted to highlight everything that was great about skin – our largest organ – and appeal to readers to be kind to it

Future Step Financial Services

Richard Cameron is an Illawarra-based financial planner who specialises in the complexities of aged care and finances. We worked with our partner Sol1 to give his tired website a facelift and new copy. 

The brief was to capture Richard’s belief that strong planning can smooth out the inevitable road bumps in the financial journey from cradle through to grave. A difficult personal experience with aged care and money prompted a late career shift from industry to fin planning and a passion for planning for tomorrow.  


The Lighthouse church and community organisation came to us with a tired website that had ‘drifted’ over years. Perhaps that is the kind that is in your business? 

The brief was to work with a range of departments to rework the information architecture and make the site consistent with the branding of their social media so as to ensure a seamless digital transition between Instagram and their website. There was also a significant copy and technical SEO component to the brief. 


Unitive CEO Joe Ringer is a business consultant who comes with decades of experience working in change management, large scale projects, strategic alliances and complex sales across the globe and in multiple industries. 

Given the wide range of services and the complexity of his field, perhaps it was inevitable that Joe’s website had ‘drifted’ away from its original purpose. Our brief was to redesign the site into five strands, rewrite the copy and produce ongoing content and SEO strategies that keep visitors coming to the site. 

Re-Think It

Paul Bartlett is an author and thought leader who’s work is primarily focused on challenging the cherished assumptions of the church to make it more outward looking, and to encourage Christians to go on the difficult, but ultimately rewarding journey of unlearning. 

The brief was to build a website to market his new book Re-Think It, and as part of the project we took ideas from the book to design courses aimed as ordained and lay church leadership. 

Camy's Chargrill Chicken

The first thing you notice about Cameron, the owner of Camy’s is that he just can’t wipe the smile off his face. Such is his love of food and his deeply held belief that food and being around food and creating food is the definition of happiness. We were invited by our partner Sol1 to write the copy. 

The brief was to capture the spirit of the business in the phrase: You can’t buy happiness, but you can buy Camy’s. The most fun part of this job was creating mouth-watering menu descriptions that reflected the infusion of flavour and happiness.

The Wealth Quay

We were introduced to Robert and the team at The Wealth Quay through our partners at Wheelhouse. Robert had left a major financial planning firm and had decided to go out on his own. With his designs complete, by the time he got to us, he just needed copy. 

The brief was to capture Robert’s friendly, personable manner of doing financial planning; curious, knowledgable, empathetic. He’s convinced that everyone makes financial decisions and that starts with a simple conversation. 

Graham's Blinds and Security

Graham’s is the perfect example of a situation where the website failed to keep pace with the growth of the business. They came to us for new web copy that reflected their growing product range. 

The brief was to provide greater depth to the product descriptions, create new categories and source fresh photos. We needed to capture the quality of the choices as a higher-end retailer – from the beautiful fabrics to the highest engineering standards to their outdoor living solutions.