I LIKE TO HAVE AS MUCH FUN AS THE NEXT COPYWRITER.
But when it comes to your copy, I’m deadly serious about getting results.
Hey there! I'm Felicity, your Melbourne freelance copywriter.
Looking for a freelance SEO-trained copywriter based in Melbourne to help your business content stand out online?
I can help.
I’ve worked with 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.
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360° content strategy services, including writing, marketing communications, SEO and digital solutions
What I do
Content that converts, crafted just for you
In today’s digital world, grabbing attention is tough—keeping it is even harder.
That’s where I come in.
I create copy that doesn’t just sound good—it works. Whether you’re selling a product, sharing your story, or building trust with your audience, I tailor every word to meet your business needs.
As a copywriter based in Melbourne, my specialty lies in transforming your ideas into compelling content that converts.
My approach
Creativity meets strategy for copy that works
Crafting great content isn’t just about sounding clever—it’s about knowing what works. I combine creativity with data-driven strategies to create copy that doesn’t just talk, but persuades. Results matter, and that’s always my focus.
As a content strategist, I dig deep into your business—what you offer, who your customers are, and what you want to achieve. This isn’t just about writing words; it’s about building a message that clicks with your audience and delivers real outcomes.
SEO is a core part of my process. With a solid understanding of how search engines work, I ensure your content is optimised for visibility, driving more traffic and boosting your online presence. Because at the end of the day, your content shouldn’t just be seen—it should convert.
How I can help your business stand out
Cut through the noise, make your message unforgettable
We live in a crowded marketplace, where it’s easy for your message to get lost in the noise. But here’s the thing—your business has something unique to offer. My job is to make sure that stands out.
With years of experience in digital marketing and a passion for crafting engaging copy, I help businesses get noticed, connect with their audience, and ultimately convert interest into action.
Need website copy, blog posts, or email sequences? I’ve got you covered. I’m dedicated to making your message clear, your value obvious, and your audience engaged—no fluff, just results.
6 Things You Should Know About Me
It’s my job to create something more than just high quality content for you. I write meaningful stories that connect with your market and build lasting relationships.
1. I’m more than just a copywriter – I’m your strategic partner.
While I focus on creating engaging content and SEO-optimised copy, I also help you shape your brand’s narrative. Whether it’s a website refresh or a capability statement, I’ll make strategic decisions with every word. I don’t just write for the moment; I craft messages that resonate long-term. From architecture to seniors housing and personal development, I’m not just your copywriter—I’m your content strategist, helping you connect meaningfully with your audience.
2. Empathy is at the heart of my work – and it’s my superpower.
Understanding people is what drives me. I’ve found that the key to great content is knowing what your audience needs—even before they do. Whether it’s helping not-for-profits communicate their mission or guiding property developers in telling their stories, I make sure that every project is infused with a human touch. This empathy isn’t just a soft skill; it’s what makes the content I create relatable, impactful, and ultimately, effective.
3. I’m great at making complex ideas simple and engaging.
It’s easy for messages to get lost in complexity. That’s where I come in. I simplify the intricate and turn it into stories that both inform and captivate. My goal is to create copy that’s not just clear but also engaging—whether it’s distilling technical jargon for tradies or crafting compelling narratives for senior living communities.
4. I’m always innovating – sometimes without even realising it.
I love exploring new ways to reach and engage people. Whether it’s applying neuropsychology to content or rethinking SEO strategy, I’m always pushing the boundaries of what content can achieve. Innovation, for me, isn’t just about keeping up with trends—it’s about finding better ways to communicate. This mindset means my work evolves constantly, keeping it fresh and ensuring it resonates deeply with your audience.
5. I pay attention to the details but never lose sight of the bigger picture.
I’m meticulous about the work I deliver, ensuring that every sentence is just right. But I also understand that content doesn’t live in a vacuum—it needs to align with your broader goals. Whether I’m planning a marketing strategy for a restaurant or refining the voice of an AI brand, I always keep your big-picture vision in mind. That’s how I ensure the work I do not only looks good but moves your business forward.
6. Storytelling is at the core of everything I do.
For me, content creation is about more than just writing—it’s about telling stories that matter. Whether I’m highlighting the emotional impact of architecture on communities or capturing the essence of a luxury brand, I believe that stories are what connect us. That’s how I approach every project—with a focus on creating narratives that resonate. And it’s why the content I create reaches people on a deeper level, whether it’s for tradies, high-end lifestyle brands, or not-for-profits.
Copywriting FAQ
What's a conversion copywriter?
Conversion copywriters write audience-engaging copy that influences how people make decisions online and off through effective marketing communications. 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, conversion copywriting can help you sell more stuff and boost engagement. 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 copy, and competitor analyses to maximize 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.
We'll find the right words to make your persuasive copy work harder to meet your business goals
Work with copywriters who understand how to make people click, like & buy
When you partner with us, we take the time to truly understand your business and its customers.
We’ll sit down and have an insightful, casual conversation with you, to gain a deeper understanding of how your ideal customer thinks and what will motivate them to choose you.
Then we’ll start creating content that speaks directly to them, persuading them to take action—whether it’s clicking that ‘buy now’ button, becoming a loyal follower, or bringing more attention to your business.
Let’s create something extraordinary together
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As a Melbourne freelance copywriter, I offer a range of copywriting packages tailored to your business needs.
Whether you’re looking for award-winning copy that drives sales or engaging copy that sparks conversation, I’m here to help. Let’s work together to create messages that resonate with your audience and drive real results for your business.