Lil Cameron writes.
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Client: Westpac bank 

About them: One of Australasia's largest banks, with a friendly tone and award-winning digital products. My longest-standing client.
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Work completed: Website copy, tone of voice, UX/wireframing/user journeys, campaign copy, eDM campaigns, brochures, letters and more.

Awards: People's Choice at the Writemark Plain English Awards – Westpac Home Loans section

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Web content audit
​& rewrite

I audited the Home Loans section, sitemapped a new one, refreshed the copy and also researched and created a new subsection: the Property Investment hub. The result? Winner of the Writemark Plain English Awards – People's Choice.
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Wireframing/user journeys

I've taken care of wireframing, creating user journeys and sitemapping for various Westpac projects, including during a credit card launch and while restructuring sections of the website. Often it makes sense for me to do this particular task as I work out the content structure and copy.
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Tone of voice

I've been Westpac's tone of voice go-to gal since I helped them create a whole new website with a team of writers back in 2011 (NZ's largest-ever website at the time). I tidy up web pages where tone has gone astray, and have helped develop practical tone of voice guides for staff too.
This image comes from a previous Westpac TVC that we thought had great T.O.V.
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Brochure suite overhaul

I reviewed Westpac's 60+ brochure suite, applying content audit principles. After a cull and restructure, I rewrote key brochures using web principles to make them a better user experience.
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New product roll-out

Relocating to the Westpac offices for a few months, I helped them launch an exciting new card product. I wrote new web pages, eDMs, letters, portal copy and any element the digital, marketing or product teams needed help with.
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Interactive tool copy

Copy for portals, online forms and tools needs to be simple and informative. I've helped to bring a number of Westpac tools to life from HomeClub to Wes the chat bot.
WestpacREDNews
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Content for REDNews

Product Simplification

Ongoing content for Westpac's digital
news hub, REDNews. Pieces between
​400-1000 words.
It was time for a tidy up, with the first stage in simplifying our products on offer being simplifying the way we were talking about them, and reintroducing them to our customers.
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  • Home
  • Services
  • Work
    • Westpac NZ case study
    • AlphaImpactRx case study
    • NZQA case study
    • Umbrellar case study
    • 9 Spokes case study
    • Content writing
    • Articles
    • Tools of the trade
  • About me
  • Testimonials
  • What's Goss?
  • Contact