Moxie
SaaS · Landing pages · Conversion
Landing-page concept and copy for an updated demo-request journey, simplifying the proposition around the needs of medspa founders and reducing perceived complexity.
Selected work
Work that made the message clearer. The content work harder. Or the system smarter.
A selection of strategy, copy, campaigns and content work across SaaS, technology, AI and growth.
Featured projects
Proof, not a portfolio dump.
The format changes. The job usually doesn’t: understand the commercial problem, make the proposition easier to grasp, and create work that gives people a reason to act.
Glasshouse
Brand positioning · Website · Conversion
Turning a new way to sell homes into a proposition brokers could quickly understand.
Glasshouse, formerly True Footage, was being repositioned around a different approach to buying and selling homes.
I wrote the broker landing-page copy as part of the wider website project, translating the model into a clearer proposition built around speed, transparency, seller outcomes and referral value.
Selected work
- proposition and messaging
- landing-page structure
- conversion copy
- broker-focused benefits and proof
View full-size artwork AI · Campaign strategy · Landing pages
Making complex AI infrastructure easier to sell.
For Datasaur, I worked across campaign concepts and landing-page copy for technical AI products.
The work included an awareness campaign for its private, multi-model LLM Labs, built around cost, flexibility, speed and data security, plus a FinTech landing page for its NLP and data-labelling offer.
Selected work
- campaign concepts
- paid social copy
- AI product messaging
- FinTech landing-page copy
View full-size artwork Fintech · Paid campaigns · Conversion
Different angles. One finance audience that needed a reason to care.
For Ramp’s Partner Program, I developed multiple campaign copy variations for LinkedIn aimed at finance leads and partners.
The work explored different routes into the proposition, including proof, incentives and operational benefits, while keeping the message concise enough to work in paid media.
Selected work
- campaign concepts
- paid LinkedIn copy
- proposition angles
- conversion-focused messaging
View full-size artwork Dreamscape Tents
Strategy · Website · SEO · Growth
A hands-on marketing role where the website had to do more than look good.
I led content strategy and digital marketing for Dreamscape Tents, a premium tent manufacturer in Vietnam.
I designed and built the website, developed the site structure and messaging, wrote and optimised the content for search, and supported lead generation and commercial outreach.
The work helped secure contracts with clients including Vinpearl Resort & Golf and TUI Blue.
Selected work
- content and marketing strategy
- website design and build
- messaging and copy
- SEO
- campaigns and lead generation
- Role
- Fractional content & marketing
- Scope
- Strategy · Website · SEO · Campaigns
- Commercial proof
- Contracts including Vinpearl Resort & Golf and TUI Blue
More selected work
Different sectors. Same need for clarity.
Datch
Enterprise AI · Paid campaign
Intro and outro copy for a paid LinkedIn video campaign exploring whether AI is a threat to enterprise CEOs, written to grab attention and create tension within tight platform constraints.
Orbital Witness
PropTech · Website copy
Co-wrote the company’s first website, helping explain a complex property technology proposition more clearly.
Compassionate Inquiry®
Content · Campaigns · Conversion
Campaign and lifecycle email, landing-page and marketing copy translating complex trauma-informed ideas into clear, human communication without flattening the nuance.
The Wood Cave
Website · SEO · Content
Complete website copy and ongoing search-focused content for a specialist timber business, making a technical product range easier to understand and buy.
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