St Vincent de Paul, or ‘Vinnies’ as it’s affectionately known, offers over 200 services to help people in need across Australia. As part of their website refresh project, Vinnies engaged me to provide copywriting support, but that was just the start.

To kick off the project, I developed a website writing style guide, to ensure we were following a consistent style across the website.

I then worked systematically through the existing website’s 60 most visited pages, first reviewing to see if they were necessary within with the broader framework of the new website and making recommendations along the way. I then rewrote the appropriate pages, with a focus on UX and SEO.

The distinct Vinnies tone was weaved throughout, ensuring that readers felt an emotional connection to the services and causes they were reading about.

I also ran a ‘writing for the web’ webinar for Vinnies’ marketing staff located around the country, to help them feel confident in rewriting their own district websites.

Following an eight-month process, the new Vinnies website was launched in May 2023, and I have to say, it looks, functions and reads really well.