Content and copywriting
services for Melbourne
businesses.

We use a range of AI tools for generating ideas, brainstorming, and other content creation tasks. Our current position is that mindful and careful use of these tools is a net positive. Although generative AI is a fast-developing field with many potential pitfalls, we see major promise in the cooperative-style approach—where AI provides an early structural layer that is then fleshed out and developed further by an expert writer. Leaning on generative AI too heavily in the writing process can lead to plenty of negative outcomes, including factual inaccuracies, mismatches in tone, accidental duplication of content (for example, from elsewhere on a website), and more.

We think that generative AI tools in their current state are best viewed as a powerful tool to increase the productivity and creativity of human writers.

Output from generative AI still depends on the ability of human writers to assess the quality of the content and make changes and adjustments as necessary. This means that it’s generally unwise to skimp on content by using free AI tools without having it reviewed by a professional writer. You wouldn’t trust generative AI to generate code for your new website if you were unable to review it yourself. So why trust it to generate content? 

Microcopy is the small snippets of text found throughout a website or digital product that serve specific functions, such as guiding users, providing instructions, or offering reassurance. These tiny snippets of text can include things like button labels, error messages, tooltips, form field placeholders, and confirmation messages.

While each piece of microcopy may be short, its impact on user experience and interaction can be significant, especially for ecommerce and related fields. Here are some reasons microcopy is important:

• Clarity. Microcopy helps users navigate smoothly through websites and apps. When it's clear and to the point, there's less chance of users feeling lost or frustrated.
• Reassurance. Well-crafted microcopy can reassure users that they are on the right track or that their actions have been successfully completed.
• Brand personality. Microcopy offers an opportunity to inject personality and tone into the user experience, adding a human element to processes like checkout or registration.
• Conversion. Strategic microcopy can help influence user behaviour and drive conversions by encouraging users to take specific actions, such as signing up for a newsletter, completing a purchase, or sharing content.

We can provide content strategy development as part of a standalone writing project, or as part of our SEO services. When putting together a content strategy, we’ll thoroughly research into your industry landscape, competitor content strategies, and audience preferences to formulate a tailored content strategy that lines up with your objectives. 

This strategy might encompass content themes, formats, channels, and publishing schedules, and feature goals like optimisation of engagement and conversion rates. Whether you need guidance on content ideation, editorial calendars, or something else, we’ll work with you to develop a strategic content roadmap that can drive tangible results. 

We have plenty of experience with content audits and updates as part of our SEO work, and depending on the nature of the project, much of this will be transferable. After project scoping, we begin with a comprehensive evaluation of your website's content inventory, structure, and quality. Along with your needs and requirements, we analyse factors such as content relevance, accuracy, consistency, and SEO effectiveness to identify areas for improvement. Based on the audit findings, we develop a prioritised action plan to address content gaps, outdated information, and opportunities for enhancement. Our team collaborates with you to implement content updates, revisions, and additions that align with your business goals and audience needs.

For gap analysis, we analyse content performance indicators such as traffic, engagement, and conversion rates to pinpoint gaps and opportunities for content enhancement. Through keyword research and audience insights, we identify topics and themes that resonate with your target audience but are currently underrepresented in your content offerings. We then work with you to develop a rundown of actionable recommendations for filling content gaps, refining existing content, and diversifying your content offerings. 

Throughout the process, we ensure content integrates seamlessly with your website's design and functionality, maintaining brand consistency and user experience excellence. 

Our standalone content and copywriting services are priced based on factors including project scope, complexity, timeframe, and your desired outcomes. We offer transparent and competitive pricing tailored to your specific needs and budget constraints. When pricing your project, we’ll also consider content volume, research requirements (especially for technical material), and audience targeting. 

Whether you require blog posts, website copy, social media content, or email newsletters, our pricing reflects the quality and expertise invested in crafting compelling and effective content for your brand. We’ll always provide detailed project timeframe estimates and quotes upfront, ensuring clarity and alignment with your expectations. For more information or to request a quote, get in touch with us on 1300 127 361 or send us a message via our contact form.

Our approach is client-centric and transparent, aiming to align with your vision and requirements at every stage. We’re equally comfortable coming up with a workflow for revisions and feedback, working to your existing processes, or collaborating to arrive at the best approach. When delivering initial drafts or concepts, we encourage open communication for you to provide feedback and suggestions for refinement. We then incorporate revisions and edits to align the content with your expectations and brand guidelines.

When revising, we value efficiency and responsiveness. We often find that a smaller number of substantial edit rounds is more effective and efficient than a higher number of rounds. Throughout the process, we keep you informed of progress and address any concerns or queries promptly.