Agency copywriter for a leading university industry website rewrite

The Prime Motive team approached me to work as lead copywriter on a UX-driven website rewrite project for RMIT University Industry (Business). The website no longer reflected the needs of the department, nor did it match other sections of the RMIT site.

The process was to include on-site workshops with many key stakeholders over a number of weeks. Playback sessions would be a key feature of the project, to share testing results and gather feedback along the way. I would simultaneously develop a Tone of Voice Guide for the Industry department, to facilitate consistent voice for the brand.

Copywriting Services Provided

This was a large SEO website copywriting project working with a UX focus for a higher education provider in Melbourne.

  • Participated in stakeholder workshops and surveys

  • Developed a Tone of Voice Guide

  • Wrote website pages from wireframes developed by Prime Motive

The Outcomes Achieved

We achieved the following outcomes with the new website:

  • Language that resonates strongly with industry partners

  • Connection of users to products and services to meet their needs

  • Clear next steps throughout the user journey.

Emma integrated herself well with the team.

Emma was a dream to work with, especially given the tight and demanding timeline. She was flexible and produced professional work with a quick turn around. Communication was fantastic and the final copy was aligned with the brand and captured the essence of a number of inputs under a consistent tone of voice. We look forward to engaging Emma again on another project. She was positive and quick to jump on board and integrate herself with the team.


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