Conversion copywriting ~ layers

Build on your success with my conversion copywriting process

When you’re a digital innovator pushing technical boundaries, it’s H-A-R-D.

There’s a greater need than ever for your solution, but we all know a culture can’t transform overnight.

You might come up against confusion — resistance, even…

Conversion copy is designed to gently nudge and bump your reader over any IF?s and BUT!s before resting them down, delighted by their discovery, at the point of sale. The best bit is, it’s informed by the decisions your own customers make online.

Because copy moves people.

It affects purchase decision.

By the end of the conversion copywriting process, the most natural reaction in the world is for your reader to Click > That > Button. To sign up. Opt-in. Give you a thumbs up or pass on a referral.


  • more leads
  • increased revenue, or
  • a better return on your investment

Inspire the digital transformation of tomorrow

Using carefully-constructed sales copy, you can show your reader what it looks like inside your world; how you work and how you perform. (Even if that seems a little different to anything they’ve known before.)

*WOW* people!

​​​​​​​​​​​​​​Help your customer fulfil their potential.

And in turn, you fulfil yours.

Wanna meet some of the pioneers I’ve been lucky enough to work with so far?

Here’s what I did for them. What I can do for you?

Web copy & description for a new app

Natalie Smithson portfolio One Scream


A female entrepreneur recognises that women and girls often feel vulnerable when out alone. She develops a mobile app to help them feel safe, but needs beta testers.


To identify the kinds of language women and girls will respond to best, I read their personal stories. I re-write the web copy to address their deepest (and often unrecognised) fears, but it is positive and affirming in line with new brand guidelines we develop. I tighten up the in-app micro copy and write the App Store description for launch.

I also get to know the developer. Without her, it wouldn’t be the elegant app it’s turned out to be and might not have seen the light of day without her resolve. This is something the new community of beta testers can recognise and be a part of too, so they can work together to develop an app everyone feels empowered by.

“Natalie is wonderful to work with – very responsive, on time, supportive and diligent. She has developed great enthusiasm for our app and created web content and app wording. We will go back to Natalie for strategy and highly recommend her.” — Uta De Veer, Co-Founder at One Scream


Web copy & navigation for a digital artist


An experienced visual artist has moved into exciting new territory. He’s using digital technology to create niche works of art, but how does he explain the creative process on his website?


One of the things I love most about my work is the opportunity to be inspired by the creativity of others. Slowly peeling back the layers of their process to uncover a motivation even they don’t always know is there. To do this, I use research methods that expose themes and patterns I can use to tell a story.

It is important to find out what the experience is like for the buyer too. For those seeking out a high-end work of unique and subjective art, it takes more than a customer satisfaction sheet to work out what makes them choose one artist over another. Once I knew this, I could write appropriate copy for different areas of the website to lead new potential clients through the same satisfying journey.

“Natalie’s methods are in-depth. The whole process was really worthwhile & enjoyable. She worked to uncover my motivations and I gained insight into how I work and think. I felt Natalie understood me, my business and my clients, which results in copy that exceeds expectation.” ~ Jonny Ambrose, Visual Artist

Express who you really are

copy & campaigns for a CHARITY WEBSITE


A pioneering non-profit is due to celebrate their 30th anniversary. They need to organise a lot of information on their web pages and find a way to reach every type of supporter.


I’m a copywriter, but my background is in web construction and navigation. My natural instinct is to think about how the words I write will be organised online, so it’s easy for readers to find their way around. For this campaign, I started with the historical timeline because, from there, all of the incredible milestones the charity has reached can be extracted and celebrated individually elsewhere.

Many of the animal assisted intervention services the charity introduces have never been seen before. They also deal with sensitive and complex subjects. I had to be sure to include relevant information and stories that matter to each different type of reader, so they could share the information easily to help grow support.

“Natalie is creative whilst always being ‘on brand’. Her support has been invaluable and I know she will help us achieve our objectives.” — Laura Diep, Digital Manager at Dogs for Good

The only way to grow your business in a digital world is to make a human connection

Let’s convert more of your visitors into paying customers