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“Love this…great work and right on the money… your talents are highly regarded!” Andrew Reilly, Director, KRW Finance
“I’m getting so much awesome feedback on my new site and the copy! Thanks a million – even people from overseas are sending emails just to say how much they like my site. I love it!” Bianca Board, Director, BRB Creative
“Top stuff again Doctor. You are a true Pro you know! BTW – you should get more work from this client. She loved your creativity with words and I told her you were fab to work with – as always!” Heidi Ho, Artlounge
“These pages are perfect. Thanks!” Emmanuel Tsesmelis, Managing Director, My Passion Coach
“WOW – I really see the difference – and I think you could sell ice to Eskimos – Great Stuff!” Amnon Kelemen, Director, Mint Human Resources
“I’m very impressed with the work you have done with my website. Rest assured I will have no hesitation in recommending your services” Paul Spano, Skinovate
“Justin is a wonderful writer who puts his heart – and indeed his blood and guts – into his words. It’s bloody beautiful!” Elizabeth Stephens, Editor, Living Now Magazine
“I’ve just seen the fantastic job you did on BRB’s site…would you be interested in writing mine for me, too?” Liane Sayer-Roberts, Director, Sauce Communications
“Excellent job. Great to work with a pro.” Tim Walker, National Technical Manager, Netcopi
“Thanks Justin for your great work and the extra effort put in with our client. I believe they will be needing further work along the way and we will certainly be putting you in our mix…” Rob Bouquet, Director, Bouquet Productions
“Over the years I have always found it enlightening to see a professional work at a chosen skill. The Copy Doctor takes this to a new level – you see a man excel in his field, giving you an education that cannot be ignored.” Collin Taggart, Author, “Time to a Champion”
“…Justin, can you add some of your brilliance to these?…” Chris Bull, Managing Director, Australian Outdoor Living
“It was one of the biggest proposals of our company’s history. Justin had it for one night and worked magic that I know made a big difference. Truly creative and professional.” Matt Hearn, Executive Producer / Co-Producer, Wolf Creek & Rogue
“Justin, thanks for keeping it so simple and being so thorough — the results are fantastic, the clients love it. You have made us look very good once again.” Nick Paech, Director, Earth Moving Ideas
“…3000% better!! Thanks so much…” Cate Young, Managing Director, CYD Design
“It’s a comfort knowing it’s [The Copy Doctor] writing that report…” Adam Sinclair, Financial Services Director, TNS Research
“That was superb editorial, thanks Justin. It reads like you’re an expert and passionate about bridal couture, it’s amazing! The magazine ran it almost untouched…” Sam Oglialoro, Director, Oglia-loro Haute Couture
“Great copy — you ARE the master.” Adam Quick, Managing Director, Jack be Quick
“ Man, you can edit ” Sunny Koll, Singer/Songwriter
“That’s great! Thanks Justin, we will certainly run it by you next time” Gary Anthony, Managing Director, Local Motion Surfwear
“Looks fabulous darling” Marylou Paino, Director, CM Design
“Perfect — the 3rd headline looks best to me — go with it” Geoffrey Moyle, Principal Cost Planner, Construction Planning & Economics Pty Ltd
“Congratulations! Very impressed! Love what you have done with the coupons … very strong, all works really well” Yvette Stening, Creative & Copywriting Manager, Mailmasters
“You have a dangerous talent, Justin. The ability to turn utter rubbish into absolute gold!” Brioni Scouler, Production Director, Tribus Lingua

Featured Project: Google Calls

That moment when Google gives you a call & says: “We love your website!”

copy_403 days after my new website copy went live, the client gave me a call.
The Google numbers had bounced.
In a BIG way.

graph_40Just 72 hours after posting my new content, both ranking and responses had gone through the roof. The client texted me this screenshot of a Google analytics graph showing the huge jump. (I’ve hidden the confidential data.)


phone_403 months after the new copy went live, my client received a call.
It was from Google, and it went something like this:

“We’ve identified your site as one of the top 3 performers in the whole country across a number of keywords. We love what you’re achieving & we’re determined to help you realise even more potential. You’re being issued a number of exclusive tools and given access to a range of comprehensive support services… including direct phone and email liaison with a Sydney-based Google representative, who will be on hand during local business hours to assist with your every need.”

So, there’s the headline. If you want more detail, let’s start at the beginning. A few months before Google called my client, my client called me to say: “My website gets good rankings, but the response rate is rubbish!”

People say this to me, or something like it, all the time. And it’s a quandary that cuts to the crux of the big challenge in creating a successful website. Even if you’re getting good traffic to a great looking site, the difference between ensuring your visitors actually do what you want them to do when they land comes down to one crucial component: your copywriting.

Registering details, downloading a freebie, buying something, making contact… whatever you want them to click, you need the right copy, in the right places, delivering a sophisticated brand message and a strong, compelling call to action.
Push their buttons, and they will push yours.

Better website copy can crank up your ranking overnight.

But of course I would say that, I’m a copywriter. So for some firmer proof, here’s what happened when a car finance provider, operating nationally across Australia, came to me with this very problem: the site looked great, rankings were good, but no-one was clicking any buttons. So, I prescribed a number of measures to make things better:

(1) New copy

The existing copy wasn’t the worst I’ve ever seen, but it also wasn’t structured in the right way to optimise response rates. Important points were lost in long, wordy paragraphs. Weak calls to action were hidden in clunky, poorly executed sentences. And in an industry where a feeling of establishment and trust are paramount to making sales, the existing website copy badly lacked both.

(2) More copy

The search engine ranking was ok, but I saw room for improvement. This client operates in an incredibly competitive, high stakes market, with a lot of players on the field competing for that space at the top of Google’s list. And the key to winning that battle is lots of quality, relevant copy about your services, which proves genuinely useful to the people who read it.

(3) Move copy

Once you’ve got the right copy, it needs to be put in the right place to have the right effect. When people land on your site, they need to know what you’re going to do for them, straight away. Your brand story should be in brief, punchy, easy to follow paragraphs with subheadings. And the best call to action ever written can still fail badly if it doesn’t jump off the page.

One click screen shot for copywriting website

OK, that’s enough name dropping.
Let’s turn to the reason I’m telling you this.

If there’s one thing the new found success of my car finance client’s website tells us, it’s the simple rule #1 I’ve been touting since I first started this business more than 15 years ago.

Your product, your service, your strategy and your design may all be pitch perfect… but your advertising dollars could still go straight down the drain if your copy doesn’t cut through enough to compel your customers to act.

Call a copywriter. (For example, like me.)
Because that’s how easy better business can be.