In February 2026, I got a chance to work with one of the best culinary institutes in Buea, Cameroon. They were building their brand anew, so I wrote and designed their website.
My goal was to position them as the ultimate culinary school anyone would want to learn more. So I had to know the target audience first. Potential students. My headline had to be the words which were hopeful, inspiring and confident all at the same time, and get anyone thinking.
“Who’s the best chef you know?” Followed by a subtext: “Learn from us, and it’ll be you.” The subtext made sure we got the students scrolling, wanting to keep reading.
From August to September 2025, I worked on creating a Content Calendar complete with Keyword Research for Aakash. He was already managing the personal finances of many happy customers, but he felt a strong need to connect with his audience more by sharing personal finances for free on his blog. So much to talk about - SIPs, loans, insurance, emergency funds, yet so little time on his hands after managing diverse portfolios.
I helped him chalk out the topics and the underlying keywords and questions in finance that people were dying to get answers for.
In March 2026, I wrote the landing page copy and designed the website layout for a finance management app called Mindmoney. What they brought to the market was a unique solution for people to manage all their bank accounts from just one app, and track income with expenses instead of relying on spreadsheets or old-style accountant bookkeeping which takes ages.
I brainstormed over the headline (that’s the important part and I admit it took the most time), and this one stuck: “You know money’s going out. You just don’t know where.” This felt perfect because it targeted the pain point of people with the same problem, money coming in from a lot of businesses into multiple bank accounts, expenses unaccounted for, at the end of the month they’re just confused where all their budget went!
The subtext shows where their solution comes in to help them.
Tagline: “Put your mind where your money is.” It’s quite similar to the famous idiom, “Put your money where your mouth is.” which urges the viewer to take action and not just suffer.
“More reliable than 10 accountants” is an unfalsifiable claim, because the transactions are automated and the app would never get an amount wrong, unlike human error subjected to fatigue.
The main problem for an app isn’t building features. It’s about marketing those features to their user in a way that makes complete sense.
What users look for in a finance management app isn’t how good the app UI looks, but it’s mostly trust, peace of mind about their money, and having control over it. That’s what the copy illustrates using stick figures building sandcastles in the air about having their expenses like mortgages automatically categorised for them. Hours of time saved. Music for any business owners’ ears.
But who has time to scroll through all their transactions? I added in another feature: “Check your finances at a glance”, accompanies by a stick figure pulling up a graph.
The testimonial section can be written in a myriad of ways. People would usually write headlines similar to “Testimonials”, “This is what our customers think about Mindmoney”, “Don’t hear it from us. Hear it from them.” or even “Wall of Love”. After some brainstorming, I found the best way to write it.
Since Mindmoney is a finance app, people need to trust it in order to use it with their bank accounts. What better than stating the features?
In January 2024, I revamped AWS Mail’s landing page. Their solution
Lapis has to be the one of the best landscaping / construction companies I got to work with, and it felt like family. Okay tears of joy aside, I’ll tell you what I did for them. Because that’s why you’re here, right? That’s why you’re even reading this.
Back in 2023, I met Josh and Kevin. Josh and I were friends on Linkedin. They were reaching out to me about Lapis not booking enough sales like they did before. They wanted me to revamp the landing page and look into how they could get more impressions on Google and clicks on their free consultation.
First, I did an extensive keyword research and competitor analysis for Lapis Patios. Turns out, their content game wasn’t strong, and they lacked the needed authority online unlike in real life, where customers would keep returning for more projects from Lapis. I also included some advice on what to do next to revive their business, which I would be helping them implement for all the major platforms like Pinterest, TikTok, Instagram, Reddit, Facebook, Twitter (X, I know, but let me have it), Google Business and more in the course of the next few months.
For the keyword research, I focussed on goldmines. High volume, low competition. Since we were doing this 100% organically, there was zero ad spend, so we didn’t have to bash our brains against the CPC. I noted down the keywords we could easily rank for, the long-tail keywords, and then climb our way to the top of the mountain.
We now rank for the major keywords, and the impressions and clicks are at an all-time high (600% higher, 10x higher). We started seeing results within 1-2 months. Ecstatic had a new meaning seeing the Google Search Console analytics.
To cater to the US audience, I knew what to do. They were driven by FOMO, good architecture, and wanted to have the best-kept backyard in the entire neighbourhood. Basically, make the white picket fence dream come alive. Lapis was already achieving the dream patios, driveway pavers, swimming pools and firepits for their customers. They just needed people who were checking their website out to know it, and experience it all.
We had to pull this off without bragging. Show, don’t tell. So I included a Before-After comparison of the backyards before Lapis recreated it, and after. The difference was shocking. Where there were just dry patches of land or just grass, you could now envision a marshmallow night, winter bonfire or an outdoor sound and video system complete with string lights, like in a cafe.
I went through all their Instagram posts (yes, the gruesome part) and figured out which videos to embed in the final revision of their landing page. A cool outdoor kitchen? Check. A video where Kevin operated the heavy machinery, digs out the trenches, and puts down the drainage tarp for the retaining walls? Check. A blurry video of a newly installed outdoor kitchen with pellets for BBQ and the stainless countertop? Not done. Finding a better resolution to put in there, or ask him to get a new video recording from his next gig.
In June, I took some time to do ground research about the hardscaping industry, and prepared a 1 year content strategy, because the construction industry is nothing like AI, and the services that people are looking for won’t be changing anytime soon (sitting walls, fireplaces, basic needs!). Unless you want a Labubu statue carved out of stone which is also a birdbath. In which case, why?
Working with LearnAWS has been nothing short of a joyride. I worked with Shivam, the founder, to structure his AWS course content, write the landing page from scratch (gotta scrap the first pancake / dosa, if you know what I mean), design some memes and graphics to bridge the gap between his course and the learner-to-be.
The main work isn’t writing the copy for a tech website. It is:
Our main focus was Indian students, and we subsidised the international course price for them. I had fun writing the ads and running them on platforms like Instagram and Meta, email campaigns and Linkedin posts offering holiday discounts (Independence Day, New Year etc.), and coming up with ideas for quizzes, riddles and games.
This project was one of the many which helped me gain a lot of experience firsthand and see if the decisions you take will blow up in your face, or blossom. I read a lot of marketing, sales and copywriting books to be able to work on this one. I arrived at a conclusion of why signups weren’t happening, it was the friction. Indians are usually shy, and also a lot skeptical about where they put their money. I needed them to decide if the course was for them, honestly. The only way was to let them talk to the founder himself and also be respectful of his course-creation time. Voila! A chatbot integrated into the bottom right corner of the website took away a lot of that friction.
Messages would pour in, and he would reply as soon as he could.
I wrote a lot of blog posts for the website and enabled people access to it via RSS feeds. Writing for a AWS-specific niche needed me to go beyond my usual research, and I did. Designed eye-catching thumbnails to boost their organic reach. Soon, we were ranking #1, #2, and #3 for long-tail keywords like “node lambda”, “aws s3 calculator”, “bun nodejs” and hundreds of more keywords on Google, and had successfully grabbed some featured snippets as well. I’m not even kidding. We were less ecstatic to see that some blogs even started copying our posts word-to-word. I took it as flattery, and we flagged them down.
A year later, when Google’s SEO Core Update nuked a lot of traffic from AI-generated websites, we were still getting clicks.
Later when he was available for providing guidance to companies, small startups and teams on a specific AWS project, I drafted up a ‘Consultation Page’ for him where people can contact him for reducing their over-the-top expensive AWS bills, training their employees on the latest AWS services, or troubleshooting a really slothy website. I focussed on his offerings, and after a short talk with him, I arrived at these nine main services:
I was lucky that my previous web development experience and my AWS certification from 2022 came in handy for this tech company. Did you spot any funny phrases on the website? Definitely written by me (okay I’ll stop bragging, for now).
The last thing I did for LearnAWS was start their Weekly Newsletter and manage it for 6 editions.
This is one of those projects where I totally went wild with cow puns and hilarious graphics. The copywriting was for a landing page of the famous game Invisible Cow on web and mobile.
Puns’ list:
Plus a lot of other words with double ‘o’s which I felt free to put in for fun. Wrote the entire thing in a few hours. It was also fun to actually VOICE the cow for the mobile app. Adrenaline + Serotonin = a really happy copywriter