well versed melbourne copywriter


We like to have as much fun as
the next copywriter.

But when it comes to your copy, we're deadly serious about getting results.

My team of experienced copywriters marries simplicity and strategy to help your business rise above the digital noise.

We get excited about delivering real-world results for businesses like yours, turning casual browsers into die-hard customers through our clever content strategies and freelance copywriting services in Melbourne, Sydney, and worldwide.

About me

Hey there! I’m Felicity.

Looking for freelance SEO-trained copywriters to help your business content stand out online?  

I can help.

I’ve helped some of the world’s most recognised brands get more traction from their marketing content.

I began my career as GM of top Sydney PR firm, The Trish Nicol Agency. I managed a small PR team and a stable of clients while building the company’s reputation for fast, intelligent copy with bite.  

My formal education includes a BA (Hons) degree in English from The University of Melbourne and a PhD with the Journalism and Media Research Centre at UNSW specialising in online media. Because I’m a big nerd, I’ve also got a BPsych from Monash Uni.

I have 5 years of tertiary lecturing experience in the English Department at The University of Melbourne and at La Trobe University, where I designed, wrote, and taught “An Introduction to Professional Communication” course for 200+ students. 

I currently sit on the advisory board of Deakin University’s Masters in Creative Writing.

Clients say the loveliest things...

Don’t just take our word for it

You are everything we would wish for in an outside contractor – professional, pro-active, positive and responsive.
Frank Niehof
Wow! It's perfect! So spot on I'm a tad emotional. I'm delighted with the workflow and how wonderful you are to work with.
Greg moses
I’ve been so happy with your content. At all times you’ve been attentive & professional, & the quality of your research has really lifted our offering immensely.
Andrew mitchell
The Design Coach

Frequently Asked Questions

Curious minds want to know, and we’ve got the answers to satisfy them

What's a conversion copywriter?

Conversion copywriters write audience-engaging copy that influences how people make decisions online and off. We focus on converting casual by-passers, readers and online visitors into customers. We also look at how your potential customers read, understand and react to words. 

How can conversion copywriting benefit my business?

In a multitude of ways, from increasing lead generation and sales to improving website traffic and engagement to building better brand loyalty and customer relationships. By understanding your target audience and crafting messages that speak directly to their needs, conversion copywriting can help you achieve your business objectives more effectively.

How do you do that?

We leverage your keywords, SEO, and competitor analyses to maximise your online marketing, sales, & email campaigns. We communicate with your customers more effectively and steer them to your ‘call to action’ (CTA for short) — clicking that link, digesting your message, or completing a transaction.​

How do you measure success? 

Typically through key performance indicators (KPIs), such as conversion rates, click-through rates, lead generation, and revenue growth. We may also conduct user testing and engagement metrics to determine messaging effectiveness and fine-tune future iterations.


Work with copywriters who
understand how to make
people click, like & buy

When you work with us, we take the time to genuinely understand your business, how your ideal customer thinks, and what will convince them to buy.



Then we write content that speaks to them directly and persuades them to take action, whether it’s clicking that buy now button, becoming a brand follower or bringing more attention to your business.

Our client list speaks for itself.

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