Copywriting and content strategy driven by audience insight.

From thought leadership to conversion-focused copy grounded in voice of customer research I help build credibility, influence and drive action through content strategy and copywriting that aligns with broader organisational goals.

"We were looking for a content writer and strategist with specific experience and credibility in the education sector, and we were fortunate to find Janet. She is a skilled, creative writer who has collaborated with our team bringing fresh perspective and thoughtful ideas across multiple projects. She has a deep understanding of educator audiences, crafting messaging and positioning grounded in the voice of the customer, meeting customers where they are and adding genuine value at every stage of the journey. She brings a deliberate, strategic approach to every piece, ensuring the content supports clear business objectives and outcomes. Most importantly, she’s an absolute pleasure to work with!"

Hannah Goldsmith, National Marketing Manager, Compass Education
"Janet has done an exceptional job at HEDx in elevating our marketing and comms with excellent authored and organised content on our website, CRM and through a new SubStack channel she has initiated. She is a proactive and very innovative writer and content specialist and a great asset to the HEDx team and is well placed to assist others in the sector and beyond."

Martin Betts, CEO and Co-Founder, HEDx
" Janet's professionalism, creativity, and dedication make her a standout freelancer in her field. If you’re looking for a talented writer who can bring fresh perspectives and exceptional quality to your projects, Janet is the one to call."

Dr Corbin Barry, Founder of Sage Space / Principal Dentist at Annandale Dental (worked with on Xero branded story for The Age)
“Janet is on my regular rotation for commissions. No matter the client or brief, I know I can trust her to nail it every time and, very importantly, on deadline! Janet is a dream to work with.”

Nadine Tuback, Head of Branded Content, Nine - Powered Studios
“Janet has become a regular contributor to MiNDFOOD magazine constantly thinking up original and engaging story ideas that resonate with our audience. She is reliable, innovative and produces thoroughly researched, entertaining and informative features. I would happily recommend Janet.”

Donna Duggan, Editor, MiNDFOOD magazine
“Janet hit the ground running and was able to quickly identify enhancements that would improve the customer experience. She wrote and edited the required content and worked across teams to ensure that the required website content and flyers were delivered. She was friendly, professional and a pleasure to work with.”

Renee Wise, Manager Transport Operations and Infrastructure, City of Gold Coast Council
"With her passion and love for words and content creation, Janet produced engaging messaging for a variety of marketing channels that was on brand and considered her target audience in all aspects. Coordinating a team of four marketing officers, she delivered projects to a very high standard within given deadlines. Janet is a great team player and it was a pleasure working with her."

Brigitte Braddock, job-share partner in Copywriter and Communications Coordinator role at Griffith University.

Content Strategy

Is your content strategy missing the mark, or missing altogether?

Many organisations find themselves under pressure to produce an endless stream of content, driven by internal requests or competitor activity rather than a clear sense of direction.

I work alongside organisations ready to step out of reactive content cycles and into a more considered, strategic approach. Together, we shape content strategies grounded in research, audience insight, and lead by business objectives.

From six-month roadmaps to long-term strategic plans, my work is guided by voice-of-customer understanding, bringing clarity, confidence and purpose back to your content.

Copywriting

Expert copywriting using techniques, research and audience insights to drive action.

Conversion copywriting grounded in voice of customer research to designed to take your audience from where they are to where you want them to be.
- lead magnets
- white papers
- email sequences
Position yourself as the expert, remain top of mind and become the go-to provider through newsletters, blogs and other bespoke content.
Demonstrate how your product or service solves your customers problem through storytelling that resonates.