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  • “Our website gets traffic, but it doesn’t engage or interest visitors
  • “Our copy sounds boring and virtually identical to 99.98% of other GIS brands”
  • “We’re great at closing sales in person, but our website doesn’t convert
  • “We know the importance of brand storytelling, but don’t know which stories to tell (or how!)”

Then we need to talk!

We can help transform your website into a valuable marketing asset that supports your business goals with a consistent flow of traffic, leads, and conversions

Much like a GIS analysis, our proven website copywriting approach overlays various streams of data and insights to help you:

  • Attract leads with a targeted SEO keyword strategy (so you don’t end up in the black hole that is page 2 of Google)
  • Engage your audience with a razor-sharp messaging strategy (so clients can easily recognise why you’re the obvious choice)
  • Build trust and authority with a distinct brand voice (so you can set yourself apart from the competition)
  • Close more sales with a proven conversion copywriting framework (so you get more ideal clients saying YES to your offers)

We’ve helped create dozens of highly effective
B2B and SaaS websites

And we can help you too

"Since working with Tales, we’ve had a markedly increased sign-up rate"

People are not only landing on our website but engaging with it too – the bounce rate has dropped, and the sign-up rate has increased, and we couldn’t be happier with that.

– Lili Wenzel (SaaS business owner)


All website copywriting projects include…

Brand Discovery

We start by getting to know you, your brand, and the goals of the project through…

  • A 60-minute onboarding call where we learn about your brand (values, mission, purpose, etc.), audience, obstacles and any struggles that you’re having with your messaging and voice
  • A 90-minute consulting call where we work to uncover your best brand stories and gather data and insights about your ideal tone of voice
  • We’ll also work with you to design and execute a targeted customer survey, and ask for any existing customer research, brand guidelines, marketing strategy and analytics data
Message & Positioning

Then, we delve deeper into your brand to craft your highly-effective competitive messaging & positioning strategy. In this phase, we…

  • Analyse the data gathered in our consulting session to uncover your best brand stories
  • Comb through your customer interview data to identify how your clients speak (voice of customer data) and what they value (pain points, objections, emotional drivers)
  • Review online discussion boards (forums, blogs, facebook groups, reddits) and materials to understand your audience’s language, sophistication, needs, and pain points
  • Analyse your and your competitors’ reviews and online feedback to identify your competitive advantage
Brand Voice

Once we’ve got your messaging, positioning, and personality sorted, it’s time to create your unique voice. In this phase, we…

  • Analyse the data gathered in our consulting session (plus any materials you have provided) to pinpoint your brand personality
  • Craft your unique, authentic brand voice based on your brand’s personality and values
  • Distil your unique brand voice into a structured set of voice guidelines, including vocabulary, tone, and cadence, so you can infuse writing and messaging across all mediums with your brand’s personality
Brand Messging & Voice Strategy

At this point, you receive professionally designed PDF brand guide that comprehensively outlines your brand voice and messaging strategy.

This includes a detailed breakdown of:

  • Brand personality: Your values (how you deliver excellence), purpose (what drives you), and brand promise
  • Brand stories: Your best brand stories and how to use them effectively
  • Competitive positioning: Detailed analysis of how you differ from up to 5 similar brands in your space
  • Your audience: Comprehensive outline of who you’re writing to and what drives them (pain points, objections, hesitations, and core benefits)
  • Key messages: Your USP, value proposition, elevator pitch, and conversion-optimised sales messages
  • Lexicon:  Your unique words and phrases (and language to avoid at all costs)
  • Brand voice guidelines: A detailed breakdown of your exact writing style and how to achieve it consistently across all platforms
SEO Keyword Research

Now that we know what sets you apart, it’s time to look at how you’ll get found. In this phase, we:

  • Review your current keyword strategy to identify opportunities for improving your search ranking
  • Review your competitors’ SEO strategy and rankings to help position you on top
  • Conduct comprehensive keyword & keyphrase research to create an effective and strategic keyword strategy
Recommended Site Map

Based on your goals, messaging, and SEO strategy, we create a recommended site map that specifies:

  • Suggested pages (parent and child)
  • Title tags and meta-descriptions for each page
Conversion-Optimised UX Wireframe

Next, we organise your messages into a conversion-optimised wireframe that systematically addresses pain points, overcomes objections and helps clients connect deeply with your message.

This includes visual direction – integrating UX and design – to ensure your copy actually gets read, and strategic keyword positioning for more SEO-sizzle.

Conversion-Focussed Website Copy

Once you’ve approved the wireframe, we craft your messages into highly-persuasive conversion copy. This includes:

  • Engaging, conversion-focussed website copy that connects with your ideal clients
  • Seamless integration of your strategic SEO keywords and phrases
  • Up to two rounds of revisions
  • Fully licensed graphic elements like images and icons that match your brand (Bonus add-on)
  • Custom-designed infographics to support your copy (Bonus add-on)
  • Collaboration with your designer to ensure a remarkably effective final product

"We highly recommend Tales if you want your website to be the tool that gives you an advantage over your competition"

Developing content for our B2B website has always been challenging as we deal in such a broad range of products and services and each of them are as important as the other. Helena accepted the challenge with confidence and has delivered the results swiftly with-in the deadline and budget. The end result speaks for itself as we have noticed a spike in the traffic and received many positive comments on our website.

– Arko Biswas (CEO, Cutting Edge) 

Perfect for you if...

  • You want a website that exudes your brand’s personality and connects with your readers
  • You’re looking for a copywriter that takes a data-driven approach to your website copy
  • You have high expectations and want to get the absolute best results from your website
  • You’re sick of throwing random words at the page hoping that something will stick (and work!)
  • You’re looking for someone who understands your business, your industry, and your customers


Unlike generic copywriters, we live and breathe GIS and have been writing for the GIS industry since 2011. You can talk to us like you’d talk to the tech folks on your team and don’t have to waste your time making the complex simple – that’s our job. In short, we just get it!

Real feedback from real clients

Developing content for our website ( has always been challenging as we deal in such a broad range of products and services and each of them are as important as the other. Helena... accepted the challenge with confidence and has delivered the results swiftly with-in the deadline and budget. Throughout the process her communication has been prompt and professional. The end result speaks for itself as we have noticed a spike in the traffic and received many positive comments on our website. We highly recommend Tales if you want your website to be the tool that gives you an advantage over your more
Arko Biswas
Arko Biswas
20:46 29 Nov 20
Isabella has really made a difference to the quality of my presentations over the last few years. She consistently manages to capture the essence of what I want to communicate to my audience and... crafts the message in just the right way. She has written video-scripts, promotional text and presentations for high-calibre international engineering conferences for me and I have always been blown away by the results. Anita N - Aurecon NZ Ltdread more
Anahita Hun
Anahita Hun
20:13 18 Jun 19
I contracted Helena’s services to help me improve my online course content and develop marketing strategies. From day 1, I had a very positive experience with Helena, she is very professional,... honest, hard-working, and her experience and expertise helped me develop my business tremendously.We had a Skype meeting on average once a week (this was what we needed, but it’s very personal to each client) where we evaluated our progress and established clear goals for the week ahead. She was not just helping me with her expertise but also gave me guidance and stability.I can honestly say that I couldn’t have done it without her!Thank you so much Helena for helping me transform a draft of a course and business plan to an achieved and improved, high quality online course, and specific plans for further development of my more
20:22 17 Jun 19
Good company to work with who were able to promote our business well
Gary Parkinson
Gary Parkinson
21:53 10 Jun 19
I had done nothing with my website for 5 years when I approached Helena to completely redesign the content and delivery .Helena took care of everything from an initial planning meeting , researching... the best content in the painting industry, tone and delivery and liaising with my web hosting providers to have the new website up and running in no time. What I have now is a very polished, customer focused website content designed to deliver more customers that is now ranking on the first page of google searches. I would highly recommend Helena and her team.Steve MckenzieProcolour Paintingread more
Steve McKenzie
Steve McKenzie
06:50 14 May 19
I recently have done a website SEO and copywriting workshop with Helena and Isabella from Tales content & Copywriting. The workshop was great. I learned a lot and I'm using it now on my website, in... my newsletter, blog posts writing, Facebook advertising etc. Helena and Isabella know all about the subject and deliver it in a friendly and an easy to understand way. I enjoyed the course and I learned a lot. Thank you very much Helena and Isabella. You are awesome and I can highly recommend anyone working with you or doing one of your more
Jamila Knopp
Jamila Knopp
05:50 19 Apr 19
Helena from Tales did a superb job of writing the website copy for NBN. She was able to fully gauge and capture our group's value proposition and key point of difference, and she conveyed those... aspects in very clear and compelling language with an authentic feel. Our new website fosters and supports our group's success as we continue to grow and flourish - Lindsay Bradley, NBN Presidentread more
Lindsay Bradley
Lindsay Bradley
02:48 17 Apr 19
Great learning experience! I had no idea what was involved with website content. It all became very clear at the SEO and CRO workshop conducted by Helena and Isabella. Thanks for the opportunity!
Helena and Isabella really know their stuff. We are so lucky to have a resource like they offer, here in Nelson.
Jason Templer
Jason Templer
02:06 12 Apr 19
Tales did an amazing job of explaining SEO and copywriting in simple language that anyone can grasp while making these arcane topics interesting. I went knowing nothing and came away with a good... grasp of both topics. Thank you Helena and more
Michael Gilbert
Michael Gilbert
21:31 11 Apr 19
Thank you for a really good course on website optimisation. I found the first day of the two day course quite overwhelming in terms of info overload as I have no experience in the tech field. Meta... Tags, Keywords etc were all completely new to me and I wasn’t sure I would be able to take it all in. However we were given lots of material to read and that two weeks between the two really helped. Jamila helped me prepare the survey which was very informative. By the second day I was able to integrate so much more and felt much clearer in my understanding. I liked how we had the theory and then time to review and work on our websites. I found Helena and Isabelle really helpful and very supportive. I found my private one to one with Isabelle the most helpful aspect as I received more of an individualised critique. I would highly recommend the course. For complete beginners like me I would recommend a six week evening class which would enable someone with little understanding to integrate the info and work step by step. It would also be great after an intensive like this to come together after a few months and review our developments and receive a critique but am very greatful for the company’s generous offer to review our websites individually and continue its support. Thank you for all your efforts! Now it’s over to me to put all this info into effect. Kind wishes more
Carolina Kerridge
Carolina Kerridge
08:56 11 Apr 19
An absolutely magnificent well thought out course, for anyone that wants to get their website content sorted! Looking forward to working through the logical process I now have, to really hone my... websites SRO and CRO. Thank you Tales!read more
Sara Cooper
Sara Cooper
03:21 11 Apr 19
I attended a course on SEO and Conversion Rate Optimization by Helena and it was awesome! She definitely knows her stuff and very engaging in the presentation and delivery. Learnt a lot and enough to... want me to re-design our already good enough website and will probably ask her to write the content for us :)read more
Sergey Ratakhin
Sergey Ratakhin
01:21 11 Apr 19
Helena contributed her extensive SEO knowledge and great way with words to the development of our Bright Track website. She very quickly understood the heart of our business and our clients issues.... Her content elegantly reflected these and our service offerings. Helena's efficient responses and encouraging way kept us moving forward and ment that she was a delight to work with. We unreservedly recommend more
Stephen Gully
Stephen Gully
19:47 02 Apr 19
Helena, it's been a pleasure working with you again. The laser-like precision & efficiency of your wording is very impressive; always concise, focused, and on-target. Highly recommended to everyone... looking to get more
Colin Southern
Colin Southern
02:34 07 Dec 18
Our law firm has had the privilege of being nominated for the New Zealand Law Awards for the past three consecutive years, and this year Helena drafted our awards entry for us. Helena was readily... able to tap into and capture our firm’s personality and values, and represented these aspects in her writing by using our brand’s tone of voice – we definitely couldn’t have said it better ourselves. Helena was full of great ideas, and drafted a truly unique and creative submission for us, all the while incorporating our wishes and feedback. We were thrilled with the result, and could clearly see the difference it had made hiring a professional for the more
Lee James
Lee James
00:20 31 Oct 18
Helena provided exceptional help with the copy for our flyer. The text is precise and short, but with the required marketing punch. Working with Helena was a great experience.
Markus Erdmann
Markus Erdmann
08:42 07 Oct 18
I have loved the master copy writing class.It's been a great source of knowledge and inspiration. It has assisted me with my business on many levels, and covered all of the topics of great value to... me.Helena has been so helpful and unlimited in her assistance and communication on a regular basis and with great success as I feel confident in my ability to achieve my dreams with my business with this foundation I now have to work with.An unlimited amount of resources have been made available to us to continue with moving forward, I have so much gratitude for the opportunity Helena has provided.I highly recommend Helena as a Teacher and a Business women who knows what she's doing. I look forward to further eduction with her in the future.Kind RegardsMichelle CottonFounder of Pure Vibrationread more
Helena's Copywriting course has been invaluable in my growth as a DIY marketer. With the strategies she has taught I now feel more confident with my writing. I am able to put together a cohesive plan... for my marketing and feel able to carry it out competently. She has been very generous with ongoing support and materials. I can throughly recommend working with more
Steve Richards
Steve Richards
03:08 26 Sep 18
Found the course very useful. Helena certainly knows her stuff!
David Pattinson
David Pattinson
02:15 26 Sep 18
Helena is very professional and knows a lot about her topic. I like the examples she uses and the fact that she relates the theory to what she herself is doing too. I've found that over the course of... her training, it is slowly seeping in and my writing is naturally evolving as a result of attending class, even though I've had limited time to do actual homework. Love the detailed handouts and material she has prepared also. Thank you Helenaread more
Rose Aitken
Rose Aitken
00:30 26 Sep 18
Learning from Helena has been a great experience. Her expertise is evident, and she imparts her knowledge in a really enjoyable way. I can totally recommend Helena's copywriting course to any... business wanting to fine tune their marketing material. As a new business, the material presented is like gold to me. Thank you Helena! Louise, Three more
All good things must come to an end......I don't think so. Tales Copywriting Masterclass has been excellent and I have thoroughly enjoyed learning new information. The course may have finished but... the application of the course material will continue in so many different aspects of our business. Thank you more
Nicky McBride
Nicky McBride
08:13 24 Sep 18
This course has given me so many ideas for how to improve my copy, not only on my website, but for social media posts, YouTube videos and email newsletters. Helena's knowledge seems endless, and I am... already applying what she has shared on a daily basis. I'm so much more confident in using language to sell than I was before, and I'd recommend Helena's services to anyone who wants to grow and improve their more
Holly Dunn
Holly Dunn
07:47 24 Sep 18
Thank you Helena, It has been a valuable experience taking your Copywriting Master Class. I have learned so much that I hardly know where to start. So I have just dived right in by re writing About... Us to become Our Story. Your course is enabling me to make my business much more relevant to the needs of people today. I know that I want to add this rate and review as well to my Wedsite. I would definitely recommend anyone in business to take a look at your website or do a Master Class. Talk soon, Leanneread more
liann bellis
liann bellis
01:51 24 Sep 18
I have recently been on Helena's copy writing course headed by Nelson Tasman Business Trust. I have particularly enjoyed the six weeks broken up course, rather than it being packed into one day. ... It's given me time to reflect on each module and how it can be implemented into my website and social media content. I found Helena very clear in her teaching technique and provided great written back up information. I will recommend Helena to other business more
Terri Everett
Terri Everett
23:59 23 Sep 18
Helena is among the top marketing coaches in Nelson.Her in-depth knowledge of business language, email & content marketing is impressive. She is intelligent, articulate and easy to work with. I... highly recommend Helena's copywriting course and 1-2-1 coaching, both of which have helped me to streamline my new more
Hot Pixels Photography
Hot Pixels Photography
23:42 23 Sep 18
I have used Helena from Tales to do some work for me and also my business and I can highly recommend her to anybody who is looking for a very professional translator and copywriter. Her level of... expertise is outstanding and I am extremely happy for what she done for more
Hybrid Bikes Ltd
Hybrid Bikes Ltd
07:10 21 Sep 18
Helena from Tales Content and Copywriting did a very thorough and professional job of comparing potential online booking platforms for our rapidly expanding business, Nelson Airport Car Storage. She... was great to deal with and did a very thorough comparison for us which made it easy for us to determine which platform would best meet our needs. Thank you Tales for doing such an awesome job. I just hope that our competition don't find out about you! Harry, Owner Operator, Nelson Airport Car Storageread more
Harry Pearson
Harry Pearson
00:12 21 Sep 18
“Helena quickly perceived what I required and delivered concise, relevant comments, dramatically improving the wording, and layout of my advertising banner. I am confident that this will bring many... new clients into my workshop and lead to increased sales and revenue”Decade Timeless Furnitureread more
Roger Davies
Roger Davies
09:02 30 Nov 17
Helena really knows her stuff when it comes to online marketing and also proof-reading. We will definitely use her services when the time comes.
Propertyscouts Nelson
Propertyscouts Nelson
05:48 30 Nov 17
Helena was very professional, she created some important documents for my business and the work was exceptional. Highly reccomend using Tales copywriting.
Sarah Nyssen
Sarah Nyssen
00:19 06 Nov 17
I asked Helena to simplify some text that I was struggling with. Now I have professional text that is easy to read on the Nelson Coastgurd business card.Use Tales Copywriting they are great.
Graeme Richards
Graeme Richards
20:53 02 Nov 17
Great service and high quality copywriting. We can absolutely recommend this company.
Mona Bartling
Mona Bartling
14:28 26 Oct 17
As the Captain of Dawnbreakers fishing club it's always my mission to get as many locals as possible along to the club open day so we can grow the Nelson fishing community. Helena from Tales re-wrote... and re-designed our club open day flyers and the turnout of prospects literally skyrocketed. Not only that, but she was also a pleasure to work with and delivered more
Dominik Berghamer
Dominik Berghamer
20:37 25 Oct 17
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Do you need translation or copy-editing services? Contact our sister company Tales Translation and Language Editing >

Nelson, New Zealand

Phone: +64 (0)22 646 9116
Email: [email protected]

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