Moir Landscape Architecture is a well-established Newcastle-based landscape architecture firm specialising in commercial and public projects. They combined creative vision with practical expertise, delivering outdoor spaces that were both functional and visually striking. Their existing website was outdated and didn’t fully reflect the breadth of their services or showcase their portfolio effectively.
The project involved:
Writing copy for a 6-page main website, including Home, About, Services, Projects, Blog, and Contact pages
Creating content for 20+ project subpages to highlight completed commercial and public works
Developing 15+ service pages to clearly communicate offerings to prospective clients
Ensuring the copy appealed to business clients while remaining accessible and engaging to the wider online audience
After a few face-to-face meetings, I asked the team to complete a discovery questionnaire and provided existing business documents for reference.
I conducted thorough research, including:
Competitor analysis to identify market positioning opportunities
Audience research to understand client needs, pain points, and decision-making triggers
Industry research to ensure accuracy and relevance of technical content
With this foundation, I crafted copy that was:
Factually accurate and informative, presenting technical landscape architecture concepts in clear, digestible language
Engaging and visually descriptive, bringing each commercial and public project to life and demonstrating the firm’s creative approach
Professional yet approachable, balancing authority with a calm, inviting tone that reflects the brand’s personality
I also provided guidance on SEO keywords to help them attract and convert the right audience.
