Hey, I’m Kristen — and I write the words your website has been missing
A website copywriter for meaningful brands, here to make a difference. Sociology major, wellness lifer, recovering perfectionist about semicolons.
- Based: Aotearoa New Zealand — clients on five continents
- Trained: Copy Chief, Copyhackers, BSc Sociology
- Specialism: Websites for values-led businesses
- Not my thing: Fake scarcity, shame-based funnels
The short version
I spent my twenties in the wellness industry watching brilliant practitioners — people who genuinely changed lives — lose clients to competitors with worse skills and better websites. It bothered me enough that I went and learned to fix it.
I learned copywriting through industry giants like Copy Chief and Copyhackers. Combined with my major in Sociology, I harness the power of proven behavioural frameworks to create copy that emotionally connects with real people. So you can continue to drive positive change with every purchase or signup.
Good copy isn’t persuasion applied to a stranger. It’s clarity offered to someone who already wants what you have — and can’t yet tell that you’re the one who has it.
Why sociology matters more than you’d think
Sociology is the study of why groups of people do what they do. Which is, if you squint, the entire job description of a conversion copywriter. Every website visitor arrives carrying a set of beliefs, social pressures, past disappointments and half-formed intentions. The copy’s job is to meet them there — not to shout over the top of them.
That’s why my research phase looks less like a branding questionnaire and more like fieldwork: customer interviews, review mining, sales-call transcripts, competitor teardowns. By the time I write a headline, I can usually quote three real customers who said something close to it first.
Who I work best with
Purpose-driven businesses. Wellness practitioners and clinics. Ethical ecommerce. B2B service firms who are tired of sounding like a template. Not-for-profits who need to raise money without emotional blackmail. If your business would still be worth running if nobody ever wrote a case study about it, we’ll probably get on.
And who I’m not right for
If you want copy that manufactures urgency, hides the price until page four, or leans on shame to make the sale — I’m genuinely the wrong writer, and I’ll say so on the call rather than take the deposit. There are people who do that work. I’m not one of them, and my clients’ audiences are the better for it.
Four principles behind every line I write
Empathy is a research method
Understanding your customer isn’t a vibe — it’s interviews, transcripts and patterns. Feelings are data, and I collect them properly.
Persuasion has ethics
Every technique that makes someone act faster can also make them act against their interests. I use the ones that survive that test, and skip the ones that don’t.
Clarity beats cleverness
A clever headline nobody understands is a cost, not an asset. If it takes two reads, it gets rewritten.
Words are accountable
Copy is a business decision, so it gets measured like one. We agree on the metric before launch and look at it 30 days after.
Nine years, roughly summarised
Nothing about this was a straight line, and I think the detours are the useful part.
Wellness, from the inside
Working in and around clinics and studios. Learned how people actually decide to spend money on their own health — slowly, nervously, and mostly on trust.
BSc Sociology
Group behaviour, social proof, identity and the gap between what people say and what they do. Still the most useful thing on my shelf.
Copy Chief & Copyhackers
Formal conversion copywriting training, plus the first paying clients — mostly friends’ businesses, all of them patient.
The Riveting Copywriter
140+ pages shipped for clients across NZ, Australia, the UK and North America. Still obsessed with the second sentence of a homepage.
Nice things people have said
Let’s find out if we’re a fit
Thirty minutes, zero pressure, and an honest answer about whether copy is even the thing holding your website back.
Book your free call