Web Copywriting

Cutting-edge software company Clear Dynamics needed web copy that concisely and clearly outlined their offer to the financial services industry. Using a disparate mix of uncrafted information and interviews, copy was corralled and given an engaging, authoritative tone – all the while keeping it as simple as possible. Not an easy task when you’re dealing with everything from next generation artificial intelligence to the latest facial recognition software!

Marshalls+Dent+Wilmoth Lawyers has offices across Australia. APM was commissioned to write plain English web copy outlining its services as well as blogs and case studies.

Copy sample:

Business advice for the real world

Whether your business is large or small, you need exceptional legal advice. Partnering with a commercial lawyer will help your business get off the ground, and set you up for success. Our commercial lawyers in Melbourne and Victoria offer first-rate services, and they’re renowned for their pragmatic and cost-effective solutions. But commercial law isn’t only about understanding legislation or being able to draft effective legal documents (although we do that too). It’s about getting to know your business operations, goals, strategies and challenges.

We’re skilled at tackling the full range of commercial issues and transactions. Whatever the challenge, we can help your business.

This valued client required existing copy edited into easy English for a new website on blood-born viruses and STIs. It was then translated into 17 languages.

Easy English is a style of writing that:

Copy sample:

How do I get HIV?

You don’t know by looking at someone if they have HIV. People who have it often feel healthy and well. HIV lives in blood, sexual fluids and breastmilk. You catch HIV if any of these get in to your bloodstream. The common ways to get HIV are from:

Asia Pacific Group is a 150-year-old integrated property development company firmly bound to the fabric of the Australian property story.

This leading Australian property developer needed a complete copy refresh to better reflect recent changes to its operations. Drawing from a mix of director interviews, bullet points and assorted collateral the new copy reflects the gravitas, success and competence of this highly successful company.

Copy sample:

Asian Pacific Group has an extensive portfolio of Australian commercial, residential and hotel property projects. We pride ourselves on being agile, efficient and responsive. Our business model is anchored in a long term vision that builds on our 150-year heritage. The company’s success has given us enormous freedom to pursue our vision with absolute confidence and clarity. Our strategy of taking a broad geographic focus allows us to go wherever we find suitable opportunities that accord with our long term vision.

Infoready is a data analytics company that wanted web copy that explained what it did in a simple, engaging way that would appeal to non data specialists in marketing and related fields. APM’s response was based on interviews with the principals.

Copy sample:

We bring value to your data

Whether you’re a synchronised swimmer, tango mystic or a chainsaw juggler being an expert takes talent and hard work. And we ought to know because when it comes to analysing data we’re one of the best around. Everyone from the CEO to the admin staff live and breathe the stuff. Yep, we’re unashamedly data geeks! Data analysis is not everyone’s cup of tea. It’s actually a highly specialised niche and one in which Infoready is firmly established. Our skill lies in exploring our client’s data to uncover patterns, discover solutions, and reveal winning strategies (and how to use them) to gain a competitive advantage. We won’t be bringing an army to your project, just a small group of very highly-skilled people. And we’re not in the business of selling IT solutions, we just solve real business problems.

Leading Melbourne law firm, Moores Legal, commissioned APM to write plain English web copy outlining its services and explaining its unique agreed pricing model in an engaging way. The copy drew on a mix of partner interviews, attendance at workshops and the finessing of supplied briefing notes.

Copy sample:

Moores Agreed Pricing

Where most firms charge by time, our approach is different. With Moores Agreed Pricing (MAP) you’ll know our fee before we begin work. No estimates. No ranges. No hourly rates.

Before we talk to you about price, we will listen carefully to you and ask the right questions to understand your needs and how we can meet them.If together, we are satisfied that we can move you to where you want to be, we will scope the work and propose a price.This may involve giving you some options. In other words, the price will be a function of the scope of the work and the value we anticipate creating; not the time we spend on it.

MAP involves four steps:

Why MAP?

Frankly, we’d rather spend time helping you realise your opportunities and solve your problems than filling in time sheets. Plus, uncertainty around fees leads to unhappy clients and unhappy lawyers.