About the Client
start2invest is a boutique buyer’s agency based in Sydney, with clients throughout Australia. They focus on helping property investors find properties, and have a personalised, long-term, and strategic approach.
The Brief
The founder at start2invest reached out to me for help with creating professional and engaging content for his website, ahead of launching the business. He already had a web designer onboard, but was struggling to write the copy himself and knew when it was time to get some help!
He was keen to ensure the website would help to boost the brand’s authority and support conversions, backing up any word-of-mouth recommendations he was receiving. And ultimately, he hoped that the site would generate leads organically via Google.
The Work
This project mostly followed my standard process for website copywriting.
We hopped on Zoom to go through a more detailed brief that covered the project from all angles, including audience, competitors, marketing, offer, wording preferences, and ideas for each page.
Then it was over to me to do further research. I spent quite a bit of time looking through keyword options that would suit, with property investing and real estate keywords tending to be pretty competitive. Fortunately, I landed on some solid options, with a focus on “buyers agent+LOCATION” for many of the pages.
I put together a simple Brand Book for start2invest, outlining the audience, brand personality, tone, and key messages. Once this was approved, I moved quickly onto drafting the main pages: Home, About, Services, and Contact.
Perhaps the biggest undertaking for this project was writing six long, detailed case studies based on the founder’s own personal experiences, including tables that outlined costs, income, and profit for each property. This was worth the effort, though. Nothing builds trust like having real numbers and stories to back up the strategies and services you offer, especially in an industry that is notorious for its lack of transparency. And I think these case studies are a massive point of difference for start2invest, compared to any of their competitors — even much bigger and more established firms.
