Singleton Stemming Services
Industry
Mining, ConstructionServices
Creative partners
Background
Singleton Stemming Services (SSS) is a quarried material supplier based in the Hunter Valley. They’ve been around for years but didn’t have a website to promote their products and services which they recently expanded to beyond only mine stemming materials.
Brief
The brief came through local website developers Hyperweb, who were building the site.
The project involved:
- Writing copy for a full 18–20 page website
- Pages included: Home, About, Sustainability, Products (4 subpages), Services (2 subpages), and Industries (4 subpages)
- Creating SEO-optimised copy to help the site rank in Google
- Ensuring the copy clearly communicated the company’s offerings and value proposition
Approach
I kicked off the project by diving deep into the company, using discovery questionnaires and Zoom meetings to understand their services, products,and audience. I also researched the industry and competitive landscape to identify opportunities for the brand to stand out.
I chose a practical, straightforward and service-oriented tone—approachable and helpful while projecting authority. The copy emphasises reliability, expertise, and local connection, showing that the company meets industry needs efficiently.
I structured the site with user experience in mind. The homepage guides visitors straight to product categories or industry-specific pages, like ‘I work in mining’ or ‘I work in building and construction.’ I also linked related pages throughout the site, making it easy for users to navigate and find the information they need quickly.
View work
