February 2, 2015
In late 2014, Ed wrote copy for the redevelopment of the National Aquarium of New Zealand’s website. Owned and operated by the Napier City Council and the people of Napier, carrying out the rewrite involved working closely with the council’s marketing and IT department, the aquarium’s staff, and web designers 3webfeet.
The first phase involved reviewing the existing site’s content and various offline collateral such as print material, press ads and media releases. From there staff were interviewed in order to extract the nitty-gritty about what goes on behind the scenes at New Zealand’s national aquarium.
Following all this content hunting and gathering Ed proceeded to filter down the copy, organise it, weave it all into the sitemap structure, before casting some SEO/wordsmithery magic throughout. The final result was over 20,000 words of easy-to-read, page-turning, optimised copy for the site.
Goals and objectives
One of the core objectives of the new site was to enhance the education content to accurately target all levels of learning from early childhood to tertiary level. Alongside this was a focus on conservation in order to increase awareness of protecting natural habitats and biodiversity. The third objective was to drive website visitors to the aquarium’s doors to, amongst other things:
Following several review rounds from the client and amends by Ed, the new copy was loaded into the CMS before going live just before Christmas. The new site has been deemed a resounding success by all parties involved, including Ed. But I would say that wouldn’t I. So why not take a look and decide for yourself … just click the image back up the top there to read all about it.
February 11, 2014
Toward the end of 2013 Ed was contracted by Hawke’s Bay-based communications agency Tracta. The Heartland Agency. to put together six defining people profiles for Massey University’s Engine website. The task was to track down six high-flying Kiwis based in New Zealand and overseas, organise a 10-15 minute phone QnA with each, before writing up […]
February 5, 2014
Recently, Ed rewrote and optimised all the programme pages on the EIT Hawke’s Bay & Tairāwhiti website. Copy was rewritten to better persuade prospective students to contact staff and enrol or find out more. The result has been a dramatic rise in Google rankings, a jump in website enquiries and ultimately an increase in enrolments. […]
January 31, 2014
Yep, Ed turned 2 today. Exactly two years ago I chucked in my day job in search of creative writing freedom. Since then I’ve been working like a motherfather. So today I’m taking the day off, but not before defining the key components of any good website’s copywriting. So here goes it … You’ve probably […]
January 31, 2014
Back in Bleat #6 (The Poutiri Ao ō Tāne project and the Three Tenets) I bleated about Ed’s key foci of Education, Health, and Conservation. Poutiri was about conservation and today I’m going to sell you about Ed’s complete rewrite of Massey University’s 2013 prospecti. As WB Yeats once said, “Education is not the filling […]
September 12, 2012
The English language just isn’t the same as it used to be. Back when I was a nipper we had handwriting and sometimes a typewriter. Nowadays we communicate with email, IM, DM, posts, tweets, blogs, texting, sexting… Needless to say, them purists ain’t at all happy about us peeps not speaking very good England. I […]
September 5, 2012
Back in Bleat#4 when I wrote ‘SEO with keywords for website copywriting’ I mentioned driving external traffic with backlinking, the use of conversation calendars, regular blogging, Adwords, online display ads, and integrating your offline marketing with your online activity to really make the most of 2012 before we all end up as dust. And today […]
August 29, 2012
As many of you’re aware I recently did something they said couldn’t be done. I moved from postcode 4130 to 4112. That’s right, I crossed the line from the peaceful X5-driving, highly-unemployed-because-of-the-family’s-old-money, leafy streets of Havelot to the Holden vs Ford, everyone-owns-a-vast-collection-of-power-tools, mean streets of the Mai. Pirimai Westside, actually. So I’ve been going like the clappers […]
August 22, 2012
When Ed kicked off at 11.59am 1 Aug 2010 packed inside the business plan were three important tenets. Because alongside entertaining professional business clients who pay their bills on time, Ed also wanted to serve the faith within the realms of education, health, and conservation. And, over the past two years all these tenets have […]
August 5, 2012
Kia ora and welcome to the longest Bleat post ever. Actually that might not be true but it is over 3000w long. Woah! And that’s because it’s Ed’s glossary of online terminology. For you, for free. And I’m delivering this to all the faithful Bleat followers who have sent in their feedback over the last […]
July 25, 2012
Oooo nooo … only 12,783,666 seconds to go … thereabouts. Dug in the bunker last Saturday, 24 cans of baked beans stashed, tray of Tui, couple of candles. Not even. Just got back from Raglan actually. Bit of time with the extended whānau and a spot of daredevil 4wd action in the Waikato. Another tick […]
July 18, 2012
As you all know the world will end on the 21st of December. But don’t worry, I’m going to entertain you until you and your planet disappear in a great puff of apathy and inactivity. My initial advice is not to get too upset about the fact the end is nigh. Celebrate instead, cram everything on […]
March 28, 2009
Looking forward being busy is a good problem to have if you have all your ducks in a row. But if you dive deeper into the issue check to see if there’s an elephant in the room. Then again, if you move the goalposts and look for a paradigm shift you might feel empowered […]