Looking for some examples of my writing? I’ve worked on a large variety of copywriting projects for businesses large and small in a number of different industries. Here is my copywriter portfolio.

Here are some of my latest copywriting projects.


Website copywriting, UX copywriting, SEO optimisation

“Jenny was a delight to work with. She tailored a solution that fit the project’s needs and ensured we were getting the most out of our budget. She clearly spent the necessary time to understand the brand, the targeted buyer personas, and the brand personality. I will definitely work with her in the future if and when complex copywriting needs are required.”
Bailey Schmidt – Marketing & Brand Manager – Azwood.

The Brief

The marketing team at Azwood were looking for an experienced copywriter to write ‘on-brand’ copy and enhance their new UX website.

The Process 

Azwood had recently rebranded and could provide a brand style guide, buyer personas, wireframes, and a skeleton draft with a content outline for each page.

This was a large, complex copywriting project. It involved improving the first draft so that the copy aligned with Azwood’s new identity and messaging.

I started by creating the tone of voice guidelines for the project. By working through each page methodically, I enhanced the copy with the user’s needs and goals in mind.

I wrote engaging headlines, edited copy for clarity and consistency, and optimised meta titles, meta descriptions, headlines, and content.

The Outcome

Azwood now has an appealing new website with copy that compliments its design, communicates its new brand effectively, and drives action from visitors.


Ground Rules, Ministry for Primary Industries (MPI)

Website copywriting, content writing, editing, and proofreading

“Jenny has delivered consistently high-quality content. She brings a positive and constructive approach, gets stuck in without needing a lot of direction or oversight, and has generally made my job much easier!”
Simon O’Brien, Digital Project Manager, MPI

The Brief

Ground Rules is a new website designed to provide farmers and growers with easy-to-find, simple rules and regulations to help them with their day-to-day operations.

MPI needed an experienced copywriter who could write content for its new website. A copywriter who could understand complex topics and regulations, apply web copywriting principles, and write content to a high standard.

The Process 

MPI provided a comprehensive project brief, content strategy, work programme, brand voice guidelines, and draft templates.

The six-month project involved:

  • Increasing the national topics and legislations available to farmers and growers.
  • Understanding the project context and how to present complex regulations in the clearest, most straightforward, and most consistent way possible.
  • Research and comprehension of national and regional council rules and regulations.
  • Translating rules and regulations into clear, concise, plain language for the web.
  • Revisiting existing content and updating formatting and content for consistency.
  • Regular, weekly content meetings with the digital project manager.

The Outcome

MPI’s new website, Ground Rules, has national and regional rules and regulations for farmers and growers that are easy to find, read, and understand.



Brand identity & voice, sales copywriting, website copywriting

The Brief

Sustainabl. needed help creating a unique brand identity and impactful copy that would make them stand out and educate their suppliers and customers in Hong Kong.

The Process 

As part of the talented team at KISS Labs, I interviewed key employees to dig deeper and learn more about their unique products and discover what made them different.

I created a new tagline, “packaging with purpose”, and unique selling proposition which helped focus the creative direction. I went on to write a bold new tagline and fresh, vibrant copy for sales materials and a new website.

The Outcome

Sustainabl. have a unique brand identity and consistent messaging across its marketing. The team have sales materials that grab attention and compelling content to create engagement, inform, educate customers, and grow their brand.


Cinco Manos

Brand copywriting, and storytelling

The Brief

Cinco Manos needed a rich, captivating story that would personify their brand and appeal to their new Asian audience.

The Process

As part of the awesome creative team at KISS Labs, I interviewed key stakeholders across multiple time zones to uncover the heart of the story. I created a new tone of voice, and a unique selling proposition and wrote an interesting, memorable story.

I produced short marketing messages that allowed the design team to produce brochures, flyers, posters, point of sale items, banner ads and more.

The Outcome

Cinco Manos have a powerful story that will create interest and customer engagement and build their brand.


Primeproperty Group

Website copywriting, editing and proofreading

“Jenny was recommended to me by our website developer. I found working with Jenny to be very easy. She just picked up the brief, completed it in time, and delivered engaging and insightful copy. I will be using Jenny again in the future.” 
Nicki Morell, Marketing Executive, Primeproperty Group

The Brief

Prime Property Group required professionally written copy for their new website.

The Process

Prime Property Group were referred to me by PS Digital. The design team wanted their web copy to be engaging and informative and showcase their properties and services.

I started the project by developing fresh property descriptions for office buildings in Wellington. Once these were finalised, I proceeded to enhance the existing website copy, ensuring clarity, consistency, and persuasiveness. Lastly, I performed a comprehensive proofread of the website, meticulously checking for any typos, spelling errors, and inconsistencies.

The Outcome

Prime Property Group has professional website copy that is on-brand, informative and appeals to their visitors.



Website copywriting, brand identity & voice, sales copywriting

“Jenny at Choice Words really knows her stuff. Very grateful to have someone we could count on to write something great! Thanks heaps.”

The Brief

Nansons is a property valuation and property management services company with clients throughout the Wellington Region,

They needed fresh new website copy that better represented their services, team, and company values.

During an initial consultation with the owners of the business, I discovered that they really needed more than a new website. Their business had grown to include more services and a larger team, and they needed help with brand identity.

The Process 

I created a new tone of voice, provided a new business name, and concepts for a new logo. Then I set about creating a new site plan and wrote clear, concise copy for their website. I also worked with their designer to write content for a new flyer.

The Outcome

Nansons has a fresh brand identity and voice across its marketing. The company also has clear, compelling website copy that creates more leads and wins more customers.

Nansons Flyer


TEAM Architects

Website copywriting, brand identity & voice

The Brief

Andrea Tucker needed a professionally written bio that would put her into the spotlight as the new Director for Team Architects, Wellington.

The Process 

Andrea provided me with a list of bullet points, and I created an email template for her to send to her clients to ask for written testimonials. Then I interviewed her, pulled everything together and wrote a clear, web-friendly biography that showcases Andrea’s talents and matches the tone of the website.

The Outcome

Andrea’s professional bio shows her as a valuable addition to the team. 


FS Cycles

Website copywriting, SEO

The Brief

FS Cycles had found a web designer and needed professionally written web copy that would communicate their brand values and attract new customers to their new shop.

The Process 

I interviewed the owners to understand more about their new business and what makes them tick. I created a tone of voice and personality for their new brand and wrote their new website content. This included writing a value statement, two short bios and copy for a new home page, about page and services page. I also conducted keyword research and optimised the website content for SEO.

The Outcome

FS Cycles has SEO-friendly website copy that gets the new business found online, creates more leads, and gets more people through the door. 


Private Box

Blog writing, SEO optimisation

The Brief

Private Box wanted a blog article that would increase organic traffic to their website.

The Process 

Private Box were referred to me by Grow My Business (GMB). They needed a content writer who could write an SEO optimised blog article for their new website.

Their web designer provided the SEO keywords and a suggested headline for the article. I researched content for the article, wrote optimised titles and body copy and inserted the internal links. I also wrote the meta title, description and gave titles and hashtags for social media sharing.

The Outcome

Private Box have a blog article that boosts the SEO on their new website, improves search engine ranking, and makes their site more appealing to visitors.



Brand identity & voice, sales copywriting, website copywriting

“I value Jenny and have enjoyed how she is professional and personal at the same time. Thank you, Jenny, for your amazing work for my company. I just wish I had met you years ago!” 
Treena van Rijssel – Managing Director – MARDAG

The Brief

MARDAG supplies a wide range of electrical products to electrical distribution companies, manufacturers, rail, waterworks, switchboard builders and wholesalers throughout New Zealand.

They needed a capability statement to support their submission for a new tender and for potential suppliers and future customers.

The Process 

I created tone of voice guidelines, setting the tone and language for the MARDAG brand and wrote a new capability statement for the company.

Before writing a new capability statement, I met with key employees to understand the MARDAG brand. This strategy session helped them create clear marketing messages and a clear identity. I drafted a new mission and value statement and created a new brand story. I also worked with the sales team to gather customer testimonials and showed them how to present these on their website and in other marketing materials.

The Outcome

MARDAG have a clear tone of voice, so their marketing materials will be consistent in language and style. They also have a professional, concise capability statement that represents their company.



Brand storytelling, website copywriting, blog writing

The Brief

Bigears is a leading customer experience (CX) company. It specialises in bringing voice and storytelling to organisations so they can understand and connect with their customers.

The Process 

I interviewed the founders and senior managers to learn about the company, its values, and how it has evolved since it began. I then teased out the golden nuggets and wrote a captivating story.

The Outcome

Bigears’s new brand story will increase customer engagement and build its international brand.


I have also researched and written blog content for their new website.


Brands I’ve worked with

P&O Cruises

Infinity Foundation

Four Winds Foundation

Cinco Manos


Hutt Mana Charitable Trust


Motor Trade Association


Vicky Evans

 Quality Concrete Services

Grapeworks NZ


Loan Market

Ray White

Delightful Interiors


Ministry for Primary Industries


DeoCare NZ

Ann Jay

FS Cycles 

Prime Property Group

 Radiola Aerospace

Radiola Land


Wellington Regional Growth Framework

Insync Massage Therapy

Karori Events Centre

Kauri Wines



Private Box

Porirua City Council

Mortgage Market

North Asia Cape

Sew with Mikki




Master Plumbers N.Z.

35 Day Detox

Origin Osteo

Inspire Photography

Team Architects Wellington

Radiance Aesthetics


Wellington City Council

MSH Consulting

Trio Accounting

Partners Porirua


My referral partners

Halo Communications

Grow My Business


House of Jam


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