SOUND
FAMILIAR?
- “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)
HERE'S THE
GAME PLAN
All website copywriting projects include…
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
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
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
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
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
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
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.
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
WHY US?
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!
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