Portfolio

Here's what I've been working on. There's a lot more to it than just copywriting - it really is about putting the sizzle into your marketing messages.

Case study: LC Designer Homes website copywriting

Background

Leonard Construction and Design in Auckland were rebranding to LC Designer Homes, to:
(a) emphasise the design aspect of their service, and
(b) focus on a new target market of luxury bespoke homes.

Problem

The previous website was functioning well in terms of Google rankings and generating enquiries, but as the target market had shifted it was attracting enquiries that were no longer relevant to the business.

Words by Cornelia had written the SEO website content for the previous content, and Trisha Cupra at Quokka Creative (my go-to web designer) had created the previous website. LC Designer Homes approached both of us to work on the new website, but were understandably concerned that a new website with new keywords and also a new domain could negatively impact search engine rankings.

Solution

I had a briefing meeting with Michelle at LC Designer Homes to understand their new target market, and the services they were offering (existing and new). Together, we also looked at competitors’ websites and identfied what we did and didn’t like about them, to get a feel for what was needed in terms of both the content, and the look and feel of the website.

From that, I conducted an in-depth keyword brainstorm, collaborating with Michelle. This resulted in 37 pages of relevant keywords and URLs to run through the keyword research tool, which created over 27,000 rows of keyword data. I manually sifted through this data to formulate the keyword strategy for the new website. Once the client had signed off the keyword strategy, I set to work on the website copywriting, liaising with Michelle as needed to ask questions and obtain further information.

The website copywriting work was tackled in a specific order, so that the things I learned in one section would enable me to write other sections in an informed way. In this instance, it meant writing the Services sub-pages first, because the information I learned from that then allowed me to write the main Services page, and also the Home page. Also, writing the content in sections and gaining client approval along the way means a big project is broken down, and also lessens the need for revisions.

Michelle also bounced ideas off me, relating to the choice of colours and fonts for the website. It’s great to be involved in the website project as a whole, that way the words are in harmony with the visual aspects of a site.

Also, having worked with Trisha at Quokka Creative on numerous websites before, it meant that Trisha is skilled with laying out my words so they form a coherent and attractive part of the design. Too many web designers see the words as an annoyance, or clutter, yet they’re so vital for SEO!

Outcome

The outcome is best described by Michelle at LC Designer Homes in her own words:

“182% increase in new users and a 215% increase in page views”

“Cornelia wrote our previous website for us, and it performed well on search engines. However, as we were rebranding our business; refocusing on a new target market; and moving to a new website domain, a re-write was necessary. But I was nervous about making changes to the content and losing our Google rankings in the process.

Cornelia worked with us on the new content, and advised us on how we could achieve our branding and marketing objectives, but without losing search engine rankings. It was also important to us that our new website looked slick and uncluttered – in other words not too wordy – yet at the same time I know the search engines like a certain amount of content. So Cornelia worked closely with our web designer to make sure the copy was laid out in a way that tied in with the imagery on the website, so it’s got that clean look, but still with a decent word count.

Has Cornelia been successful with maintaining our Google rankings? Absolutely – and then some! I’ve been monitoring the results of the new website closely, and the visitor numbers and average session durations are consistently up on the same period last year. We’ve even seen 182% increases in new users; a 215% increase in page views; and an 83% increase in the average session duration. We’re getting great feedback, reach, and engagement – and a reasonable number of leads are coming through already.

Working with Cornelia was really easy – as we’ve worked together before, it was simple to pick up where we’d left off last time. And Cornelia was able to transform our words in a way that suited our new brand and new target market. Outsourcing this type of work is awesome – it can be a real burden doing it yourself.

What I really like about Cornelia’s copywriting is that the keywords for SEO (search engine optimisation) are weaved naturally into the copy she writes. She puts the reader first and foremost, using a tone that reflects our business, yet the copy is still really amazing for SEO.

Cornelia also liaised with our web designer on the visual aspects of our website. For example, giving ideas on our new brand colours; providing feedback on our new logo; and sharing ideas on how to incorporate some of the imagery so that our new website would look slick but would also be user friendly.

I would definitely recommend Cornelia to any business that’s serious about getting the most out of their online presence.” June 2020

 

 

Contact Cornelia to discuss your website project →

Latest projects: May 2020 – case studies

Is your business amazing at solving your customers’ problems?

But do you struggle to communicate the full extent of your awesomeness in your marketing?

Case studies are a wonderful way to communicate how your business adds value, and in a way that’s customer centric and credible.

I can help you create compelling case studies, including interviewing key staff/customers, and writing up their story in a way that’s succinct and effective.

You can use the case studies on your website (hello SEO!); link to them via social media; use them in sales presentations; add them to your proposals… it’s an investment that has many uses, and for years to come.

Case studies

Contact me to discuss your case study needs →

Here’s just a small sample of the case studies I’ve written for clients over the last while:

Dustex case study    SPM Assets case study

 

SPM Assets case study   Dustex case study

 

Contact me to discuss your case study needs →

 

 

Latest projects: March 2019 – magazine articles & photography

This summer I’ve been busy writing magazine articles and shooting photos for ‘Motorhomes, Caravans & Destinations’ magazine

Fishing for snapper at Mangonui

 

Northland cheese trail

 

Riding high in Waitangi Mountain Bike Park

 

The magic of Lake Manuwai

 

Kerikeri’s impressive ‘new’ waterfall

 

Need some article writing work? Contact me →

Latest projects: January 2018

Website copywriting, design, and photography

I created just about every aspect of this website for MaxPaddles, a craftsman who makes tailormade Greenland kayak paddles.

(I have affordable web design packages that take care of the website design, copywriting, and photography.)

 

SEO website copywriting, plus website project management

DUSTEX wanted a more modern-looking website, and better search engine rankings. After a thorough keyword research exercise, I re-wrote the whole website from ground up to incorporate SEO copywriting techniques – as well as making the information more customer centric.

The website design was created by Quokka Creative, with me project managing the process, so that DUSTEX could focus on their core business.

Photography

OK, so this has nothing to do with copywriting, but I’m just a little bit proud that Air New Zealand used one of my stock photos of Samoa as the hero image on their website for a campaign. 🙂

Email newsletter editing and layout in MadMimi

I work on lots of email newsletters each month, this is just one of them. The client is a beauty therapy business. I also work in MailChimp.

Social media graphics

Here are some Facebook graphics I made for my beauty therapy client. (This service is exclusively for monthly retainer clients.)

    

    

 

Would you like Cornelia to write something for you?

Contact me and tell me a bit about your project.

Contact Cornelia for help with your copywriting projects →

Latest projects: August 2015

Magazine editing and layout

I’m the editor of Richmond Yacht Club’s quarterly magazine, and do all the layout work as well as editing the content and writing some articles.

Plain-Sailing-Aug15-cover-web

Magazine editing and layout by Cornelia Luethi.

 

You can download and read ‘Plain Sailing’ magazine in PDF format from http://richmondyc.org.nz/social/plain-sailing/

Website article writing

How to get your tenant to say “yes” every time – an article for a property manager.

Contractor & tenant negotiation: ask for what you want! – some handy tips for landlord and home owners from my property manager client.

Keyword research and research strategy

There have been lots and lots and lots of keyword research and keyword strategy projects recently! All for new website copywriting jobs I’m working on.

The clients I’m working with are in a range of industries, including an overseas company that manufactures consumer durables; as well as a locally-based trades business, and a business-to-business service.

Cornelia has been working on keyword research and keyword strategy projects for a number of clients in different industries.

Cornelia has been working on keyword research and keyword strategy projects for a number of clients in different industries.

Website proofreading and online updates

I have just finished proofreading all 100 or so pages of the Carter Holt Harvey Woodproducts New Zealand website. I also made any of the required edits in the CMS of the website on behalf of my client.

Email newsletter editing and layout in MailChimp

I work on lots of email newsletters each month, this is just one of them. The client is a yoga and holistic fitness business.

Jul15-Evolve-newsletter

Email newsletter editing and layout by Cornelia Luethi – using MailChimp.

 

Social media graphics

Here are some Facebook graphics I made for my beauty therapy client. (This service is exclusively for monthly retainer clients.)

Phytostat-offer

 

aspect-peels

Would you like Cornelia to write something for you?

Contact me and tell me a bit about your project.

Contact Cornelia for help with your copywriting projects →

Latest projects: May 2015

It’s been a busy few months! Here’s what I’ve been working on for my clients:

Magazine editing, photography and layout

I’m the editor of Richmond Yacht Club’s quarterly magazine. As well as editing the content, I also do all the layout work – as well as shooting photos for the mag.

PlainSailing-May15-cover


Magazine editing, cover photo, and layout work – all done by Cornelia Luethi.

 

Love this gorgeous cover photo (shot by yours truly), taken on a Wednesday Night Race on Auckland Harbour.

You can download and read ‘Plain Sailing’ magazine in PDF format from http://richmondyc.org.nz/social/plain-sailing/

Website project management

Wine Technology website


Cornelia Luethi project managed this e-commerce directory website.

 

A client needed a new website, but didn’t know what they wanted or what they needed.

So I project managed the whole thing, making it an easy, straightforward experience for my client.

Thanks to Quokka Creative‘s web wizardry, NZ Wine Technology now has a fab new website and online directory with e-commerece system.

Website article writing

Wine technology articles – the new website I’d project managed for NZ Wine Technology needed some SEO articles. Here’s what I researched and wrote:

Property management articles – these are working really well for my client in terms of SEO and also converting readers into prospects and clients:

Print magazine article

The editor of NZ Wine Technology magazine was so impressed with the articles I wrote for his new website, that he combined some of them and published them in the print magazine.

The editor of NZ Wine Technology magazine was so impressed with the articles I wrote for his new website, that he combined some of them and published them in the print magazine.

 

As a website copywriting specialist, it’s rare for my work to make it into print. But it just happened!

The editor of NZ Wine Technology magazine was so impressed with the articles I wrote for his new website, that he combined some of them and published them in the print magazine.

The orginal articles are here: http://winetechnology.co.nz/resources/

Email newsletter editing and set up in MailChimp

I edit and set up lots of email newsletters each month, this is just a small selection of what I’ve done this quarter:

2015-newsletters2

This is a selection of the newsletters I edited and set up in MailChimp. They’re all for the same client – a publishing and media business.

 

Social media graphics

Here are some Facebook graphics I made for my beauty therapy client. (This service is exclusively for monthly retainer clients.)

HappyMothersDay-500

 

facial-massage

Would you like Cornelia to write something for you?

Contact me and tell me a bit about your project.

Contact Cornelia to see if she can help with your copywriting projects →

Latest projects: February 2015

Happy (belated) new year! I’ve been working through the holidays on lots of exciting new projects…

Magazine editing and layout

As the editor of Richmond Yacht Club’s quarterly magazine, I do all the layout work – as well as editing articles and contributions.

Magazine editing and layout by Cornelia Luethi.

Magazine editing and layout by Cornelia Luethi.

 

You can download and read ‘Plain Sailing’ magazine in PDF format from http://richmondyc.org.nz/social/plain-sailing/

Website article writing

Property management articles – these are working really well for my client in terms of SEO and also converting readers into prospects and clients:

Recruitment and HR:

Website design, copywriting and photography

Website design, copywriting and photography by Cornelia Luethi.

Website design, copywriting and photography by Cornelia Luethi.

 

Just launched: a brand new website for Peninsula Marine Services – made by me (www.WebsitesByCornelia.co.nz). If you’re in Auckland and you need new dock lines, superyacht mooring lines, winch servicing or any kind of marine project management, give Kevin a call.

Details of my website design, copywriting and photography service are here.

Website project management

These websites were actually launched last year, but as I haven’t mentioned them here before, here they are now!

Both websites have complex functionality in terms of the directory listings system, and the subscription system (both of which are e-commerce enabled). The websites are fully responsive and were created by the talented Trisha Cupra at Quokka Creative.

My role was to project manage the site, which included:

  • Scoping the requirements of the new website.
  • Ensuring that existing content from the legacy websites were transferred over.
  • Scope and set up the SEO of the new websites.
  • Develop and implement online advertising options, and creating an online media kit with ad specifications etc.
  • Test the new websites.
  • Launch the websites internally, including training staff on how it all works. This included face-to-face training; writing training notes; and creating video screencasts.
  • Launch the websites to my client’s customers via email, informing them of the new features and functions.
  • Ensuring the sites were delivered on time and to budget.

The new websites have proven to be very profitable for my client; the new sites paid for themselves within a few months of launching.

Website project management by Cornelia Luethi.

Website project management by Cornelia Luethi.

 

Website project management by Cornelia Luethi.

Website project management by Cornelia Luethi.

 

Website audits

A corporate client liked the initial website audit I did so much, that they ordered 2 more for their other websites!

All 3 website audits contained a Website Effectiveness Report (where I look at SEO and conversion factors), as well as a Statistics Summary Report (a plain English review of what’s happening in Google Analytics).

website-effectiveness-reports-3

 

Email newsletter copywriting and set-up in MadMimi

I work on lots of email newsletters each month, here’s one of the nicest looking ones I’ve done recently. I wrote the content, created the graphics, created the layout, and set it up for sending.

Jan15-Rubywaxx-newsletter

Newsletter copywriting, layout and graphics by Cornelia Luethi. This newsletter uses MadMimi.

 

Would you like Cornelia to write something for you?

Contact me and tell me a bit about your project.

Contact Cornelia for help with your copywriting projects →