web copy for sport, WELLBEING, outdoor + Travel brands

you know your business has legs.

now you need to build its legacy.

there’s this little space on the internet that’s yours.

Yours to talk about the business you’re passionate about. Where you have the opportunity to hook more of your people.

Just for a mo, imagine your brand is a brick-and-mortar shop (a really bougie one with sultry uplights). You want to shake the folks walking by from their reverie, make ‘em intrigued to peek inside. 

Hold the front door open. Welcome them in. Sit them down with a *metaphorical* cuppa. Spark up a casual conversation. 

So you need someone get the right people falling in love with you. 

You need to meet your audience on their level. Your website needs to talk TO them. It needs to guide them.

Or you run the risk of potential customers wandering off. Away from your business and into the arms of your competitors.

Time to bring in a fresh pair of eyes.

And watch the stoked customers roll in.

HAVING launching their new website words, 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 convers-ations

“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 audious!

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.”

Owner + lead therapist, Raviv Practice

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

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 comms 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// Firey 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

“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%

Emma Wilkens, Noted PA

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

INSPIRED READERS = YOUR $€£ JUICIEST YEAR YET

“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.

Jen Vielleux, Japan Powder Connection

>> Backcountry ski touring + cultural experiences

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 or new paid offer

Plus a performance review of these two pages in 6 months time

Usually completed in 5 weeks

Website Fundamentals

The total messaging refresh + strategic site-booster

From £6,000GBP

4 pages (usually people pick) ➝ 

>> Home page

>> About page

>> A services page  

>> A contact page, blog intro page or email sign-ups page

Inc. meta data for each page too

Plus a website performance review in 6 months time

Usually completed in 8 weeks

Add-ons for brand-wide personality

From passive portfolio to persuasive sales platform

Other add-ons you might fancy, to make your project snugly tailor-fit (POA):

>> Booking pages + confirmation emails

>> Thank you pages 

>> Email nurture sequences

>> Up-sell email sequences 

>> Keyword research + integration into your web copy 

SURROUND YOURSELF WITH EPIC CLIENTS

(ONES YOU’D HAPPILY GO FOR A BEER WITH)

“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.””

Emma Wilkens, Noted PA

>> Online travel brand manager + organisational queen

Most copywriters spend more time with their nose in a thesaurus than they do on strategy.

I’M NOT MOST COPYWRITERS.

Screw “creative” copywriting. “Creative” copy sounds nice. Nice is beige. And your brand is not beige.

“Creative” translates as “fluffy” in underground marketing circles [subtext: ineffective]. 

Here, you’ll find strategic copywriting. 

Strategic copy takes your future customers by the hand and leads them along a journey created for them based on actual research. A journey that gently (but intentionally) motivates your prospects to click through your sales page. 

Strategy is measurable. Engaging.

And bottom-line-boosting. 

My holistic (and strategic) approach has amalgamated from these incredible courses + world-leading quals ➝

FRICTION-FREE WEBSITE inter-actions

“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.”

Lindsey Marie, Two Hands Creative

>> Brand + web designer, who has collaborated with me on many-a website project

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.

>> Your web visitors *actually* enjoy the process of navigating through your site, getting to know you 

>> They can relate to your values + vision instantly, reassured that they are in the right place (at last! *dreamy sigh*)

>> They’re inspired + excited to get in touch with you

>> You’re now also prepared with the right language to approach big-time potential clients (even if they’re cold leads) coz you sound SO flippin profesh

>> You’re more confident in raising your rates (because you look darn professional) so now no one is even questioning their proposal price 

Bingo. A newly converted customer. Effortless.

Rely on web copy powerful enough to do

the heavy lifting for your biz

Dream up a future where your copy is the best reflection of what you’re capable of. Finally, your website matches the epicness of the thing you’re selling. 

bump up your prices

(and absolutely no one bats an eyelid)

“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.”

Nicole Bono, Bono Events International

>> International travel coordinator + corporate events curator

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?

When you’ve got a fire under your derriere to future-proof your business, we can get the foundations firmly rooted within the week {prosperity pending}.

1// You just need to fill in the 5-min application 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 % of your traffic

into avid fans + buyers

“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.”

Misa Hay, Shetland Wool Adventures

>> Creative travel coordinator + retreat facilitator

more than you bargained for

“Aside from the copy, and actually, more importantly, the process as a whole has given my business a much stronger identity and given me a much clearer view of what and why it is I do what I do, which is translating to how I approach clients on a daily basis, and actually how I approach shoots.

Without realising or planning it and as a side effect of her process she has not just redesigned my website, she has completely revamped my business, made me reconsider my working practice and place within the industry.

It's given me a renewed confidence in what I offer clients and is allowing me to be 100% genuine to myself in my work and my marketing.”

Simon Johns, Indigo Wild Studio

>> E4’s MAFS lead content creator + wedding photographer