JACK (Whites Landscaping)

Approach

Brand

I worked closely with the Marketing Manager to really nail down the tone of voice and then apply it to the copy. I was given a basic brand book and audience personas as a guide, and the existing Whites website for detailed product info.

The tone of voice we developed was:

• Bold but grounded – Confident, clear, and no fluff.

• Down-to-earth – Practical, helpful and human.

• Clever without being smug – Wordplay and puns are welcome!

• Sustainably minded – Eco-conscious without preaching.

• Aussie at heart – Honest, capable, and a bit cheeky when it fits

All copy for the website and how-to blogs was crafted using SEO and UX best practices.

Additional projects

Since providing the marketing team with support for their website and how-to blogs, I’ve continued working with them across a range of projects, including:

• Jack Matrix consumer brand + website copy (new brand line)
• Jack Matrix export – brand + SEO website copy (new brand line)
• E-book: ‘Growing your own vegetables – A beginner’s guide’
• Murray Plastics  – SEO website copy

Ongoing work

2 x SEO-optimised advice articles per month (working alongside agency RedPin)

See articles on website