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Website copywriting for a financial planning business

 The brief was to create something completely different to what was already out there in the market. 


Make your dreams a reality. 

At Life First Wealth, we believe time – not money – is the most valuable thing you can spend.

Life is not a rehearsal, and we want you to spend yours wisely! 

We talk to you at length about your day-to-day passions and your hopes and dreams for the future.

Once we understand your goals, we curate a financial plan to give you the freedom – and confidence – to live the life you deserve.

Justin Hooper is not your stereotypical financial planner. 

Driven by an innate desire to help others, Justin embraced the industry after realising it was an opportunity to change people's lives for the better. 

He is one of only a handful of Australian financial planners who are disrupting the industry by following a life-centred approach.

The philosophy focuses primarily on your life goals, whether it's retiring early to sail the high seas, building a luxury waterfront mansion, or quitting a tedious corporate job to pursue a passion project. 

“At Life First Wealth, we help you identify what you want most from life. 

“Financial planning is simply the tool which helps you achieve the lifestyle,” says Justin, who has worked in the industry since completing his finance degree in 2015. 


“Keeley understood the very specific brief and absolutely nailed it. Everyone who has seen my website loves how original the wording is for what can be a very boring topic. I couldn’t be happier with the results and will use Keeley for all my copywriting needs going forward.”

Read more about this project in this case study

Press release for a jeweller

 The brief was to help the client, Ben Tracy, raise awareness of his unparalleled experience and expertise as a jeweller. I was given carte blanche to come up with some clever angles and came up with a unique story using Valentine’s Day as the hook. The article was featured prominently on 7news.com.au.


With loved-up Aussies tipped to splurge over $1 billion this Valentine’s Day, a former royal jeweller has revealed how you could save a mint. 

A recent survey by Finder revealed 1 in 3 Australians planned to lavish their loved ones on February 14 - to the tune of a whopping $1.1 billion.

But Ben Tracy - who worked on Queen Elizabeth II’s priceless collection during his decade-long tenure as a royal jeweller - says it’s not just a numbers game.

“It’s not the price of the ring or the necklace that matters, it’s the significance behind it,” says Ben, owner of Finelines Jewellers in Robina, Gold Coast.

One of Ben’s biggest challenges during his employment with House of Garrard, the British royal family’s official Crown Jeweller, was refurbishing one of the Queen’s ancient diamond tiaras, Anthemion. 

The lauded finished headpiece - which doubled as a necklace - was a gift for Sophie, Countess of Wessex. 

“She wore it at her wedding to Prince Edward, the Queen’s youngest son,” says the award-winning jeweller. 

Remember the huge, sparkling engagement ring footballer David Beckham gave his wife, Victoria? Ben did that too. 

He also created a specially cut diamond pendant for Hollywood A-lister Brad Pitt. It contained a secret message from his then-wife Angelina Jolie. 

“But I’ll never reveal what that message contained. I respect my clients’ privacy,” Ben says.


“Keeley understood the very specific brief and absolutely nailed it. Everyone who has seen my website loves how original the wording is for what can be a very boring topic. I couldn’t be happier with the results and will use Keeley for all my copywriting needs going forward.”

Q&A style About Me piece for travel agent website

The brief was to create content which reflected the breadth and depth of the client’s experience. I suggested a Q&A style piece jam-packed with juicy anecdotes which would entertain and inform the reader.


You are clearly very passionate about your work. What do you enjoy most about it?

I love helping people make memories that will last a lifetime. Having worked in travel for 34 years, I’m able to access exclusive enhancements for no extra cost. For example, some of my clients went to a private island resort in the Maldives. They were dining at an underwater restaurant to celebrate their son’s birthday and I’d arranged for a diver to swim past holding a ‘Happy Birthday’ sign to make them feel really special.

Isn’t using a travel agent a lot more expensive?

That’s one of the biggest myths around! My connections give me special access to all the best deals, so I’m exceptional value. For example, a friend recently told me she was taking her new man down to Sydney. She’d found a four-star hotel in Darling Harbour for $250 a night. Because I’m a Virtuoso agent – which is an exclusive, invitation-only network for travel agents – I was able to get her a room at the Shangri-La, which is five stars, for an extra $10 a night. That also included $100USD credit to use at the bar and restaurant, and daily breakfast. So I was able to get her a much better value trip. 

Another thing to bear in mind is that big comparison websites generally get allocated the least appealing rooms. It’s well known in our industry. 

What questions should I ask a travel agent? 

  1. Are you accredited and insured?
  2. Do you have an after-hours service while I am away? (This is very important in the current climate we live in.)
  3. Do you have experience in the destination I want to travel to? 

And what about when things go wrong?

I’m available 24/7 to my clients. When the pandemic hit, I worked tooth and nail to ensure none of my clients lost their money. “No” was not an option for me.


“Wow! Keeley is a breath of fresh air and a true expert in her field. She interviewed me and came up with an amazing interview piece and loads of other material for me to use on my website and advertising. I will be using Keeley again and again. I have no hesitation in recommending Keeley from Honey Bee Media”

Website copywriting for a thermal scanning business

The brief was to write the website copy for a new thermal scanning business. 


Fire. Electrocution. Explosion.

These devastating events can be the consequence of faulty electrical systems in the home or workplace. 

But many home and business owners don’t realise there’s a problem until it’s too late. 

There is a solution, though: thermographic scanning (also known as thermal imaging or thermal scanning). 

This involves using an infrared camera to identify electrical hazards invisible to the naked eye.

It works by detecting heat, the first sign of an electrical fault in the system.

Lou Vorpasso, of Melbourne-based Thermal Scanning, uses a state-of-the-art 320 x 240 pixel thermographic camera (the FLIR E8-XT, for those in the know!)

A detailed report containing Lou’s recommendations is then sent to the client.

If they want the problems rectified on the spot, Lou – an electrician of over 30 years – can do that too.

Not only does this help keep everyone safe, it also minimises the time tools are down.

This saves the client time, money and a whole heap of unnecessary stress.


 “It’s right on the money.”

What are you waiting for?