RESEARCH AND CONTENT
Our approach is to develop content strategies and website copy grounded in research, search behaviour and how people use websites. This work begins with understanding the business, potential customers, reviewing existing content and site architecture, analysing search demand and website data, and identifying where information is missing, duplicated or failing to support purchase decisions.
From there, we develop content structures, search strategies and written language that connect what people are looking for with what a business needs to communicate. This can include website and product copy, content architecture, search-led editorial strategy, keyword research, information hierarchy, tone of voice and technical or sustainability communications.
Where data is available, we use Google Analytics and Search Console to measure what happens after publication from changes in organic visibility and traffic to engagement, enquiries and revenue and use those findings to inform future work. All commercial and environmental communications are developed with consideration for applicable Australian and Aotearoa New Zealand fair trading requirements, including guidance from the ACCC and Commerce Commission.
Ecoware
RESEARCH // EDITORIAL // TECHNICAL COMMUNICATIONS
Ecoware’s editorial content translates research, standards, legislation and technical information into useful resources for hospitality businesses navigating packaging materials, environmental claims and end-of-life systems. Topics are identified through search research, customer questions, industry developments and gaps in existing website content. The work requires evaluating source material and environmental claims before translating often complex information into accessible, commercially relevant content without overstating what a product or material can achieve. The resulting content builds a deeper body of information around Ecoware’s products and the systems in which they are used, while creating organic search pathways into the ecommerce website.
Ecoware
CONTENT STRATEGY // SEARCH // ECOMMERCE // TECHNICAL CONTENT
Based in Aotearoa New Zealand, Ecoware is a compostable takeaway packaging company supplying hospitality businesses across a large and technically complex product range. Tracey leads content and search strategy across the ecommerce website, working across product and collection content, information architecture, customer journeys and technical and environmental communications.
Research underpins the work, drawing on search behaviour, website data, legislation, standards, certification and technical literature to determine how information is structured and communicated. Particular attention is given to environmental claims and end-of-life information, where accuracy, substantiation and clarity are critical to both customer decision-making and brand credibility. Website and search performance are monitored over time to identify content gaps, improve pathways through the site and inform ongoing acquisition and conversion work.
Common Impact Report
RESEARCH // IMPACT MEASUREMENT // DATA // EDITORIAL
Common’s Impact Report brings together operational data, social impact and environmental measurement to document the outcomes of its clothing recovery and redistribution programme. Tracey led the report from research and data analysis through to structure, written content and editorial direction. The work included consolidating garment and community-partner data, measuring clothing kept in circulation and applying recognised emissions coefficients to estimate avoided carbon emissions. The resulting report translates several years of operational data into a clear and accessible account of Common’s impact, while maintaining transparency around how outcomes are measured and reported.
Common
CONTENT STRATEGY // BRAND COMMUNICATIONS // PARTNERSHIPS
Common is a clothing recovery and redistribution platform founded by Charli Cox in Aotearoa New Zealand in 2019. Following seven years of operation in New Zealand, Common was established in Melbourne in 2026. Tracey has led Common’s communications since 2023, developing the language used to communicate a model that sits at the intersection of circularity, social impact and fashion. The work spans website content, email and social communications, campaign messaging and external outreach. The content strategy translates a complex operational model into clear communications for different audiences, grounded in Common’s social and environmental purpose and delivered through a coherent brand voice.
EcoRoll
CONTENT STRATEGY // SEARCH // ECOMMERCE // BRAND COMMUNICATIONS
EcoRoll is a New Zealand bamboo toilet paper brand offering an alternative to conventional toilet paper. Tracey developed a comprehensive verbal identity around a single product, deliberately rejecting the toilet humour that dominates the category.
The work has since developed into an ongoing content and search strategy across the ecommerce website, editorial, email and customer communications. Working within a single-product category presents a distinct content challenge, requiring continued research to identify useful and relevant ways to expand the conversation around the product, particularly across its environmental and health considerations.
The strategy extends across the website and editorial content, customer communications including campaigns and subscription messaging, and Google Ads, connecting organic and paid acquisition with the wider ecommerce experience. Performance across search, website behaviour and customer retention is monitored over time to inform where the strategy develops next.
+69% ORGANIC SEARCH REVENUE
Jan–Aug 2024 vs Jan–Aug 2026
+32% ECOMMERCE CONVERSION RATE
Jan–Aug 2024 vs Jan–Aug 2026
Little Bird Organics
ECOMMERCE // CONTENT STRATEGY // SEARCH // CONVERSION
Little Bird Organics engaged Tracey to lead ecommerce and digital marketing during a period of growth for the brand. Working across the Shopify website, search, editorial, email and social, the focus was on building a more connected customer journey that grew direct-to-consumer online revenue while supporting visitation to the brand’s flagship Unbakery.
Product and collection pages were reworked across copy, imagery, navigation and site structure, supported by search-led editorial and recipe content designed to increase organic discovery and create stronger pathways into the online store. Performance data was used throughout to identify opportunities and refine content, acquisition and conversion.
+105%
ONLINE SALES YOY
+213%
ORGANIC SEARCH TRAFFIC
+30%
CONVERSION RATE
+56%
RETURNING CUSTOMERS