Meet Laura — email & website copywriter
Some people have it. Some brands have it.That thing you can't quite name but 100% feel?
I write it into existence.
How?
I spend a lot of time thinking about your brand in the shower.
(It’s where all my best ideas start. Don’t make it weird.)
Hello! I’m Laura.
Website copywriter for brands with personality.
Specifically, ones that sell something cool, want to sell more of it, and would like to feel excited (rather than low-key horrified) when someone Googles them.
Why brands with personality?
They’re just better.
Better at getting found online, better at closing the sale, and WAY better to chat about with friends over Friday night drinkipoos.
Turns out, obsessing over what makes brands magnetic is actually a career.
Where it all started
Even as Little Lu running around the streets paddocks of a cool big city tiny country town, I was always a words girlie.
Maths? Hard no. Science? Harder no. Writing was my thing, and for someone with a rather limited knowledge of history, I entered a surprisingly large number of historic essay-writing competitions.
After graduating uni with a degree in PR & Marketing (first class hons, I’ll add for *dramatic effect*), I worked my way through a few words-adjacent roles both in NZ & in Melbourne before the corporate world and I mutually agreed to see other people.
In comms & marketing, I translated "stakeholder alignment" into things actual humans would say out loud.
In PR agencies I learned to write a really good pitch email.
In magazine feature writing I practised the art of truly listening to someone’s story, and pulling out the small details that resonate with humans on an emotive level.
Turns out it was all a version of copywriting, just with different titles.
So in 2017 I launched Tide Studio. I didn’t have a business plan (or a damn clue, let’s be so for real) but I knew I had a skill many others didn’t:
The ability to communicate clearly.
…And write a killer one liner ;)
“The brief was a tricky one because it’s such a unique space - a whole different industry, lots of nuance, and I really didn’t want Lumie sounding clinical, robotic (hello Chat GPT) or too “wellness cliché”. You managed to capture the feeling of the brand in a way that still feels warm, modern and human.
There were multiple moments reading through the copy where I genuinely got excited about my own product all over again 😂 That’s when I knew we were onto something good, like reallly good.
You nailed the balance between beautiful language and keeping things clear/easy to connect with, which I know isn’t easy in the homeopathy space.
Plus the client experience! Communication was always clear + thoughtful, and I felt really understood throughout the whole process - even when I struggled to articulate exactly what I wanted 😅 Honestly my favourite part has been how deeply you understand the Lumie brand and voice now. You’ve been there from the beginning, so working together feels really natural and collaborative rather than having to constantly explain the vision. You just get it.”
Kylie, Founder of Lumie
My toxic trait is oversharing with new friends.
So without further ado…
My Writing Style
The biggest mistakes I see with brand messaging? It's either a) too complicated or b) straight up boring.
That's why my writing style is clear, conversational & full of personality. So it sounds like you… only better.
And because I only work with one client at a time, my turnaround times are fast. We get in, get shit done + get your new copy live ASAP.
(Growing up with 3 siblings might’ve helped. If you weren’t fast enough to grab your fair share of salt n’ vinegar crinkle cuts, tough titties.)
Tide House Rules
Bland is banned
Clarity > cleverness (but ideally both)
Main character energy, always
Your brand is your baby and it’s your basic human right to have a website that makes you feel Santa’s-coming-level excited
This isn’t a rule, per se…
But "expresso" has never been a word and I need the world to know that.
“But can you write in my voice?”
Probably! I’ve written copy for:
Homeopaths
Wedding florists
Event planners & stylists
Child first aid courses
Matcha & wellness supplements
Supperclub hosts
Brand designers
Lifestyle magazines
Skin clinics
Health & fitness coaches
Luxury residential developers
Air-dried pet food
Bridal hair stylists
Wool bedding makers
Yoga teachers
Nutritionists
Luxury jewellery brands
Spiritual marketplaces
Restaurants & bars
Homeware stores
Food trucks
Wine brands
Breastfeeding brands
Furniture and homeware stores
Camper rental companies
Interior designers
Artists
Convinced I’m legit now?
Fantastic. Here’s how we can work together.
Done for you
1:1 Copywriting Services
There’s a reason people say ‘leave it to the pros’
Websites, emails, sales pages — for brands with personality that want copy to match.
DIY
Tide Email Marketing Series
Email typically returns $36 for every $1 spent. Let’s get you some of that.
Self-paced email courses — for DIYers who want to learn how to write binge-worthy newsletters & automations.
From The Blog
