Project Profile: Web Copy and Website


Dee Jackman Hypnosis.


Dee Jackman Hypnosis needed website and web copy for her new Rapid Transformational Therapy (RTT) business based in Perth, WA. Dee is a qualified mental health nurse and clinical hypnotherapist who offers RTT and business coaching services to teens, their parents, businesses and health care practitioners throughout Australia.


Dee Jackman Hypnosis was looking to raise awareness of her business through a new website. I proposed a 9-page site to build the presence of the business in the SERPs (Search Engine Results Pages) and optimised copy for her target audience to help improve organic rankings.


Additional recommendations were also made, including an onsite (blog content) and offsite (outreach) strategy to ensure the site’s success long-term. However, with a limited budget, the focus was invested on the website build and web copy only.

Sepcifically, the challenge was set for the little typewriter to:

  • Establish an online presence through a clean and minimal website
  • Increase brand awareness online
  • Set up and build/design a WordPress site
  • Tackle SEO (Search Engine Optimisation) and SEO copywriting from the creative brief and client meeting


Website Set Up and Recommendations

The first part of the project consisted of researching and providing recommendations based on previous samples from the client.

Other tasks included in the initial stages were:

  • Keyword phrase and competitor research [seed research to identify search terms, their data and search intent, and keyword mapping for each web page]
  • Provide recommendations for WP templates and relevant plugins
  • Design and build the new website from the chosen WP template, with SEO and UX (User Experience) in mind
  • Configure SSL certificate to secure site
  • Set up business email, domain name and hosting

Web Copy and Content Creation

SEO web copy written and optimised for the chosen keywords. To adhere to Google’s guidelines and write copy that benefits the client’s target audience I made sure to:

  • Write a minimum of 400 words for the main pages. Based on the project brief and competitor websites, I suggested the web copy to be 550 – 900 words per page (aside from the contact, free consultation and sitemap pages)
  • Create web copy from the client brief to answer the audience’s needs and wants
  • Optimise copy for users and major search engines like Google
  • Edit copy before sending to Pauline, my external professional editor, for a final edit prior to merging the content with website design


Technical SEO

I implemented the optimised copy and metadata based on the chosen keywords and mapping.

Other tasks covered:

  • Made sure all pages were full of SEO-friendly content to educate and entice readers to use and interact with the Dee Jackman Hypnosis brand
  • Optimised header tags, descriptive image alt-tags, URLs and created a user navigation sitemap and privacy policy
  • Made sure all web pages were crawlable by search engines
  • Checked cross-browser compatibility against desktop, mobile and tablet
  • Created and tested all forms
  • Created XML sitemap for search engines
  • Included all relevant keyword phrases strategically placed (not stuffed) in the web copy
  • Tested all internal and external links and search function
  • Checked for duplicate content
  • Made sure the internal linking structure was easy to crawl and understand
  • Tested to verify mobile-friendliness with Google

There were other important suggestions also made to further increase and monitor the site’s SEO such as conversion tracking with Google Analytics and Google Search Console, adding a local Google My Business listing and regular blog content.

Tip: The purpose of a website’s blog is to keep users coming back, establish the business as a credible source and create educational and shareable content potential customers and readers can benefit from.


Aside from the initial meeting to map out the project, everything was delivered remotely via email.

The outcome was an 11-page site explaining what RTT is, how it can help and the business and life coaching services offered. This covered 9 core web copy pages and a sitemap and privacy policy pages.

View the website.

Despite the site only being launched in the second week of August, we are pleased with the results already.

  • Page 1 for business and brand name ‘dee jackman hypnosis’
  • Top of page 2 for ‘rtt therapist Perth’
  • Page 1 for ‘rtt therapy cost’
  • Page 2 for ‘rapid transformational therapy Perth’
  • Page 5 for ‘rapid transformational therapy near me’

This is a great outcome, especially since the RTT industry is highly competitive.

Where to Next?

Once a new website has been set up and the web copy written, I recommend monthly maintenance for clients to keep the site secure, updated and relevant.

Regular tasks, like theme and plugin updates, site backup, checking errors, reviewing SEO and analytic data, Malware scans, reviewing metadata and improving internal linking all assist in preserving organic rankings and site security. Dee Jackman Hypnosis will be managing these tasks herself to save costs.

Need web copy for your project? Fill out the form below or contact me for more information.

Jayde just completed some fantastic content for our new website, we are extremally happy with what Jayde has done for us. Very professional and a quick turnaround time, we would highly recommend her services. Thank you Jayde - Shara & Trent
Sanmateo Apartments
Sanmateo Apartments
23:40 18 May 21
Delivered top quality content that was helpful with brand exposure! If you need content that delivers a message contact Little Typewriter
kahil tognela
kahil tognela
02:33 15 Mar 21
Jayde is one of the most professional and hard working people I have ever come across. Not only does she provide her clients with the highest standard quality of work, she does so with a positive and conscientious attitude. Jayde goes above and beyond for her clients to ensure that she provides exactly what they are looking for and no task is too much for her. Other businesses I have dealt with have not bothered to really get to know what myself as the client is looking for but the rare and unique thing about Jayde is that she really gets to know all her clients on a personal level and that is why you feel so comfortable with her. Jayde embodies everything a hard working, polite, professional should be. I would recommend Jayde a thousand times over and wish all the success in the world for her future projects and endeavours.
Georgia Good
Georgia Good
13:00 23 Nov 20
Jayde was great. Delivered exactly what she said she would with great copy that suited my business perfectly.
David Green
David Green
06:48 28 Sep 20
Jayde is a wonderful person to work with, especially if you have absolutely no basic knowledge of websites or computer "stuff". Jayde is patient, witty, supportive and never once made me feel like an idiot. I'm an intelligent woman at what I do, but computers and all the jazz were way over my head. Thank God for Jayde!! And I now have a fab website.
Dee Jackman
Dee Jackman
07:26 21 Aug 20
I engaged the little typewriter to write and design a short report. The experience was ultra professional and the output was beyond my expectations for both content and graphic design. Strongly recommend!
Sharon Melamed
Sharon Melamed
11:03 04 Jun 20
Jayde is a highly talented writer. She takes the time to understand her clients and delivers quality work every time. Always a pleasure to work with.
Mitchell Kelly
Mitchell Kelly
07:23 02 Jan 20
I am so happy to have crossed paths with Jayde and her company the little typewriter. She's helped me craft a professional worded email that not only reflects me and my business but did so quickly and easily. I can highly recommend her not only for large copywriting projects but also for small delicate assignments. Looking forward to working with Jayde more in the future!
Clare Martella
Clare Martella
02:03 30 Dec 19
Having worked with Jayde for nearly two years at Australian Property Investor Magazine, I have found her communication abilities and knowledge of the Australian property landscape to be impressive.It has been a pleasure working with Jayde in her role as a freelance writer for API. She is reliable, flexible and happy to make revisions when asked. I wouldn’t hesitate in recommending Jayde to potential employees and wish her all the best in her future business endeavours.
Anna Cooper
Anna Cooper
23:09 04 Dec 19
Jayde has done an amazing job with our spystore blog :) We will continue working with her for all our blog needs in the future :) Thanks
Jing Jackson
Jing Jackson
06:45 21 Nov 19
Having worked with Jayde from the little typewriter for years, she has taken the time to get to know our company and customers extremely well. Jayde knows exactly how to pitch our services and products in a way that is fun, interesting and definitely not boring.We’ve really appreciated the time that goes into researching anything to do with Just in Time Gourmet and new product ranges we take on. Whether it’s a new blog post, producer or gourmet food products, we’ve always been extremely confident Jayde will have a creative way to write that reflects our own brand.We have no hesitation in recommending Jayde and TLT to showcase any business, their products or boost their brand. Yes, we can be a little biased when it comes to our own company, so it’s wonderful when you find someone that is as passionate about making your business a success as we are. Looking forward to our next project together!
Jodee Wearne
Jodee Wearne
03:23 20 Nov 19
We recently had Jayde Walker from TLC prepare a series of team member profiles for us for our new website. Would I recommend her services to others? . . . Absolutely!The service Jayde provided was excellent. We couldn't recommend her more highly, or be more pleased with the outcome.
Andrew Roberts
Andrew Roberts
01:50 19 Nov 19
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