copy that converts

for brands that offer

epic experiences

Web, email + funnel copywriting for brands in the wellbeing, sport + outdoors space

Soggy biscuits are beige.

Don’t be beige.

You want to sound approachable.

Yet bold.

Not salesy. 

But what ‘sounds nice’ doesn’t always move the needle.

You now know that ‘sounds nice’ doesn’t equal dollars.

‘Sounds nice’ is beige.

And your brand is anything but. 

The problem is that most pens/keyboards for hire spend more time with their snout stuffed in a thesaurus than they do on the strategy bit. 

You know: those writers who call themselves ‘creative’…

Since launching the new thing we worked on together, my clients have seen ➝

A revenue increase of 63% per staff member

>> Japan Powder Connection

Average time spent on each page went up 35%

>> Noted PA

Website traffic jumped up 9x times

>> Baya Domes

That’s more exposure, more engagement and — ultimately — more dolla in the bank.

confident

copy that starts

conversations

Owner + lead therapist, Raviv Practice

>> Motor-sensory + cognitive therapy centre for children with learning difficulties

“I think Alice can produce results in all situations.

She is an expert in her field and can deliver amazing results that help potential clients convert.

I knew what I wanted, but she scratched that out and gave me what I needed.

This was both brave and audicous!

I liked that she showed confidence and went with her expertise and experience to guide me forward.

I am very pleased to have an excellent copy to do my business justice.”

a guided tour of your 

epic experience

Whether the flow through to your free community sign-up box is a priority,

if you feel your sales page is letting you down,

or your about page just feels too corporate-y, these 5 steps are the foundations to your copywriting success with AWC ➝

1// Cold hard data to make your words feel warmer

— THE RESEARCH THAT SETS YOU APART

Frankly, if you only know why your customers did buy from you, you’re perspective is myopic.

But uncovering why they didn’t (or almost didn’t) buy from you, well, THAT’s where you find gold.

The kind of gold that, when addressed in your comms, turns passive website-scrollers into eager button clickers.

Led by human psychology and our fresh customer insights – the nuances of language, the analogies you never thought they’d use, the comparisons you never saw coming — we can get under the skin of your customers. And analyse their decision-making process.

This is how your words resonate with the right people. 

2// Buff your customer pipeline to a shine

— CREATING A RESILIENT MESSAGING STRATEGY

When there are multiple routes for your customers to take across your marketing eco-system, it’s not unlikely they’ll dawdle. Or go off-piste.

I’ll map out the steps your customers need to take to your ultimate end goal. In as few steps as possible. (So here, we’re talking CTA placement + button design.)

Looking at your chosen touchpoints, I’ll eliminate the friction points, roadblocks and escape routes that are slowing your customer pipeline. Turning more of your traffic into speedy decision-makers.

3// Fiery words firing up conversions

— COPY TO MOTIVATE + VOICE TO ASSIMILATE

Your website words (or email copy, if we’re working on a sequence/funnel) should sound like you. It should feel like you, look like you, smell like you.

But you want to make sure they see you as the pro in your industry.

We’ll find where your brand can perfectly balance on the precarious personality<>professionalism see-saw.

Let’s bottle up your brand’s unique flavour of human-ness + spritz it all over your copy. To make you more memorable. So readers reckon they’d like to go for a pint with you.

4// A designer’s eye with a writer’s brain

— YOUR COPY DELIVERED IN A WIREFRAME

You want your website visitors to get the same feeling when they land on your site as they’d get walking into a well-organised space.

Like an architect thinks about the flow of people through a building, your copy will be delivered to you in a design that connects words + space.

You’ll get your new copy laid out in a wireframe, considering the flow of people through the page. So you’ll get testimonial suggestions, the most powerful images to support your copy, even gif + screenshot idea that create undeniable, doubtless confidence in your future customers.

5// Copy you can measure in clicks + conversions

— TESTING + VALIDATION FOR YOUR ROI

After we’re hit *PUBLISH* you’ll get your results tracked. Reviewing your analytics is all part of the process [if you want them to be].

Testing doesn’t need to be expensive. We could go as low as £250. Whatever your budget is, we’ll review our works and share the data with you

Then synthesis these findings + provide you with a report of suggestions to uber-optimise your comms with customers.

I’m all about the maths — this is the kinda copy that pays for itself.

This strategy

makes your

roi tangible

Emma Wilkens, Noted PA

>> Online business manager for the travel industry + Dubsado specialist

“I think your skillset is the customer journey from the point that someone comes across your brand.

That is such a key thing for anyone to do: the approach that the customer journey should start from the first interaction they have with you, so that’s really nice to have a really clear journey mapped out through the website.”>> In the year following launch, Emma saw:

  • Average time spent on page up 35%

  • Bounce rate down 9%

  • Exit rate down 16%

  • Total website visitors more than trebled

  • Visits from search up 66%

INSPIRED READERS

= YOUR $€£

JUICIEST

YEAR YET

Jen Vielleux, Japan Powder Connection

>> Backcountry ski touring + cultural experiences

“I can say without a doubt that Alice’s work has yielded direct results with increased traffic and client enquiries, enabling us to share our passion with more and more adventurous people every day.

I could not recommend Alice’s services highly enough to those aiming to grow their business.”

>> In the year following the copy refresh on JPC’s website, Jen saw an increase in revenue-per-coach go up by 63%.

Her average click-through-rates from Google went from 3% to 5%. And her average position for ranking on Google bump up from page 6 to page 2.

If you give a sh!t about your impact on the world you’re working in
**DiNG dINg DIng**

[biodegradable confetti starts raining down]

you get bonus points!!

If we work together, I’ll have a teeny tiny baby bit of coral planted in your name, to help restore our bedraggled oceans (because the sea is where I love to be)!

Here are just some of the other businesses who I’ve bought coral for — to help sequester the carbon footprint we create by working online together ➝

YES, YOU WANT YOUR WEBSITE VISITORS TO FEEL SUPPORTED.
BUT THAT DOESN’T PAY THE BILLS.

TURN WEBSITE VISITORS INTO
BUYERS + BOOKERS + SIGNER-UPPERS.

CONSISTENTLY.

WITH A WEBSITE THAT WORKS.

Pick a package that suits your business goals here.

Or, alternatively, we can concoct a bespoke project outline together instead (just pop me an email if you’d rather go that way).

LAUNCH COPY

If you’re offering something new + need epic results

From £3,200GBP, inc. ➝

>> 1 landing page for a lead magnet or freebie 

>> 1 sales page for a launch/paid offer OR an email sequence

Plus a performance review of in 6 months time

Usually completed in 5 weeks

WEBSITE FUNDAMENTALS

The total messaging refresh + strategic site-booster

From £7,000GBP, inc. ➝

>> Home page

>> About page

>> A services page / 5 PDPs

>> An extra landing page

Inc. meta data for each page

Plus a website performance review in 6 months time

Usually completed in 8 weeks

MESSAGING+VOICE GUIDELINES

From passive portfolio to persuasive sales platform

Get your digital touchpoints punch-full of personality, making sure your values and world PoV are at the forefront of everything that you do.

SURROUND

YOURSELF WITH

EPIC CLIENTS

[ONES YOU’D HAPPILY GO FOR A BEER WITH]

Emma Wilkens, Noted PA

>> Online travel brand manager + organisational queen

“The reason I wanted to redo my site was because I knew my last website wasn’t speaking to my ideal client.

The wrong people were booking discovery calls and wasting my time and I was wasting their time, because they thought I was doing something very different to what I was actually offering, and I did not want to be giving that first impression to potential leads. 

I actually ended up switching off the ‘book a discovery call’ button because my website was so unclear. 

I couldn’t be happier with the results, she [Alice] captured my tone of voice perfectly and for the first time my website/brand feels like me!

And I no longer cringe at my own site. Alice is personable, patient and was really passionate about getting my copy right for me and my audience.

I’m confident my website is now doing that extra bit of heavy lifting for me.”

FRICTION-FREE

WEBSITE

inter-actions

Lindsey Marie, Two Hands Creative

>> Shopify + Squarespace designer, who has collaborated with me on many-a client project

“Alice is an absolute delight to work with. Her attention to detail and the thoroughness of her research for her clients have laid such a strong foundation for the projects we've worked on together. 

She can clearly identify an audience's motivations, what drives them to take action, and how to build content that speaks to their needs and encourages them to engage with her clients.

It's easy to appreciate her expertise when you see how well she understands a brand, and how easily she translates that understanding into her copywriting. 

Add in her wealth of SEO knowledge, and how she can pinpoint UX recommendations while she's creating your copy, and you have a formula that really can't be beat.”

the cure for

website tumble-weed

Competing priorities for your funds? Thinking of investing in social media? Or email automations? Just remember that everything points towards your website. That’s where you see the money-markers light up. 

With any package or bespoke project, here’s what’s on the cards ➝

  • Transform your message on ALL your other marketing channels too.

    With any copywriting package, as standard, you’ll get an extra strategy session (value £175) >> get the language you need to — more confidently —promote/educate/connect on all your other platforms.

    And strengthen your brand’s voice across the board.

    Now you’ve got 23 new ideas for email/social campaigns, what are you gunna do with those hours of procrastination you once called ‘content creation days’?

  • I can talk to your designer, if you need me to, too. It’s all included in the price. No sneaky bolt on prices here, no ma’am.

    Or for you bigger-design-budget-types, if you want to borrow AWC’s go-to designer for your own site, I can give you all the deets you need.

    You’ll get more info in your pre-proposal chemistry-chat about how I’ll work with your designer/ how you can work with my designer/how you can nab a sexy DIY template for under 500 bucks.

  • You’ll find my waiting list starts from about 2 months, so you’ve got plenty of time to get all your rubber duckies lined up, proper tidy.

    That’s also usually about the amount of time I need to plan and carry out your research phase.

    Occasionally you’ll find a lil’ gap in my calendar a bit sooner than that. So if you need words written sharpish, pop me a message as soon as you can, Justin Case.

  • Get more traffic.

    And stop it leaking out the sides.

    What’s the use putting a ton of energy into optimising your website when there aren’t enough eyes on it in the first place?

    You need to skip up a few places on Google to make our copy work worth it.

    Half-arsed SEO efforts aren’t going to cut the mustard.

    You check the ‘SEO’ box in the application form below + we can add it to our list of conversation points for our pre-proposal chemistry-call.

bump up

your prices

[and absolutely no one bats an eyelid]

Nicole Bono, Bono Events International

>> International travel coordinator + corporate events curator

“I believe that the overall work done has been able to take my business to the next level.

I now feel comfortable charging more because of the representation I now have thanks to the new website.

She's awesome, hire her.”

The clearest,

easiest, gentlest

journey for your prospects

(that still manages to bump up your website stats)

Your perfect customer stumbles upon you online.

How are you going to get them to stick around, turning them from passive-scroller to loyal customer?

1// You just need to fill in the 5-min form below.

 

2// I might be in the sea right now, so I’ll get back to you when I’ve warmed and am a little less soggy (within 2 working days). Then I’ll pop you a message to set up our pre-proposal chemistry-chat.

3// Once we’ve had a chat I’ll create your proposal, tweaked and tinkered to your requirements, to lead us to your new website words. 

Words that are trust-boosting. Expertise-proving. Button-clicking. Purchase-motivating. Engagement-building.

convert a higher

percentage of

your traffic into

avid fans

Misa Hay, Shetland Wool Adventures

>> Creative travel coordinator + retreat facilitator

“Before, my website was not inspiring and it was incomplete. So many things were missing and I felt I either couldn't get round working on it or I didn't feel confident.

A lot of that was around lack of self confidence on my part, but also the fear of letting go of your 'baby'.

Now, I feel we're at a different level in terms of how professional the business looks.

Working with Alice has been one of the best investments I've made in my business. Our new website was quite a complex project but it's worth it 10x over.

It's like you're in my head and all that stuff that is there but I wouldn't dream to put down on paper is captured beautifully through your words.

I'd not change anything. I loved your approach and thoroughness.”