Seventh + Anderson
Website copy for stationery designer
Janeil had already invested in a beautiful luxury brand. Her website looked refined, elevated and premium, and the copy certainly wasn't bad either — it was rich, thoughtful and oozing personality. On the surface, everything looked right.
But something wasn't clicking. The website wasn't bringing in the calibre of enquiries it deserved, and it certainly wasn't pulling its weight as a sales tool.
Janeil came to me thinking she had a copy problem. But within minutes of landing on her website, I knew that simply rewriting the words wasn't going to solve the real issue.
The goal...
To create a website that reflected the exceptional level Janeil was already operating at, attracted premium clients and turned her website into a much stronger sales tool.
...And the results?
"Working with Zoe was one of the best investments I've ever made in my business."
"I came to her with a website that looked polished but wasn't communicating my value as clearly as I wanted it to. Zoe took the ideas, expertise, and endless thoughts rattling around in my head and transformed them into messaging that is clear, strategic, and actually sounds like me.
Beyond the copy itself, she helped create a thoughtful SEO strategy and a much clearer path through my website, making it easier for visitors to understand what I do, who I do it for, how I work, and where to go next. Every page now feels like a natural step to the next with my brand messaging carrying across all of it."
Janeil, Luxury stationery designer
Before the words, we zoomed out.
The copy was one thing…but Janeil's positioning wasn't communicating the true calibre of her work, her messaging was getting lost (I knew what she was trying to say, but it took time to work it out... and her clients didn't have that time!), and the user journey wasn't making it easy for visitors to take the next step (you confuse, you lose!).
The foundations were the first priority. We strengthened her positioning, clarified her messaging, simplified the journey through the website and wove SEO throughout. Only then did I rewrite the copy.
I audited (right), then rebuilt (left) each page strategically.
From not ranking at all, to ranking on page 4
While SEO is not a one-and-done job, Janeil finally has the strategic foundations to build on these high commercial intent terms — and actually show up for them!
The strategic highlights
Stronger foundations first
Before rewriting a single word, we strengthened Janeil's positioning, clarified her messaging, simplified the user journey and built SEO into the foundations of the website.
Trust at every decision point
Rather than saving testimonials for one page, we strategically wove them throughout the website — reinforcing trust exactly where visitors were deciding whether to enquire.
Imagery with intention
Every image was reviewed to ensure it reinforced the messaging, elevated the experience and reflected Janeil's premium positioning.
SEO that attracts buyers
We focused on high-intent keywords used by premium clients actively searching for luxury stationery — prioritising quality traffic over vanity rankings.
Less waffle. More impact.
We refined the copy so every section earned its place, creating a more effortless, premium experience from the very first scroll.
Janeil's website now reflects the calibre of the business she'd already built.
It feels unmistakably her in every way, but now every part of the website is working together.
The result isn't simply a website with better words.
It's a website that's finally pulling its weight.
“If you're looking for a copywriter who can combine strategic thinking, SEO expertise, and a genuine talent for capturing your voice, I cannot recommend Zoe highly enough.”
Janeil, Luxury stationery designer