How I work

I work with advertising agencies and small businesses to produce copy and content for their sales and marketing materials.

In order for you to understand how to work with me I’ve tried to outline a general plan explaining how I’d approach your project, whatever it may be.

 

Step 1: Agreeing the scope

I charge a set fee for a job, and to do this, I need to be able to agree a definite scope of work before I start, so I’ll probably ask you a few questions.

I’ll send you a brief to complete before I start your freelance copywriting project that asks:

  • Is the copy for a website, brochure, speech, radio/video script or press release?
  • How many copy pages are needed?
  • What type of pages are they? (Home, Services, About us, etc.)?
  • How much content have you prepared yourself?
  • Do you have an idea about length, or are you happy to go with my recommendation?

For an SEO review I’ll focus more on technical set up, your competitors and your chosen keywords. For Information Architecture (IA) we’ll talk about user types, goals, drive to web strategies and related technical details.

Put simply, I ask a fair few questions so I can make my proposal as accurate as possible. I prefer to do this over the phone or by email, but if you’d rather meet face to face then I’ll let you know my next available meeting time.

Step 2: Proposal

Depending on the size of the project I’ll send you a quotation or proposal outlining the details of the job with comprehensive pricing that includes rounds of amends, meetings and any incidentals. I ensure my costs are displayed in a ‘shopping list’ style, so you can pick and choose elements.

Step 3: 50% payment upfront.

I charge 50% up front. This is non-negotiable. If the project value is below $1000 I charge 100% up front.

Step 4: Timings

I’m often booked up to a month in advance, so the sooner you can brief me, sign off on my proposal and send the first 50% the better! I can, of course, squeeze in small jobs here and there. I will do my very best to meet your deadlines.

Once I provide you with a delivery date, I stick to it. Turnaround times will vary depending on the amount of material you supply, your approval times, and the amount of material I’m producing, but don’t worry, having spent many years working in agencies, I’ve learnt to deliver quickly.

Step 5: Briefing

When we get to the briefing stage, I find it’s good to meet for a coffee and a bit of cake, but again, if you’d prefer to run through the briefing over the phone or via email that’s fine. I’ll then ask you some more questions about your project covering topics such as:

  • Target audience – their needs and wants
  • Marketing objectives
  • Your brand’s personality

And we can discuss in detail your feelings and wants for the project.

At this stage and once I have the following, I can get started:

  • Signed proposal or quote.
  • Your 50% up-front payment.
  • Any background material or assets.

Step 6: Down to work

Now I’m ready to start and write your copy, create your wireframes, sitemap or user journey, generate your SEO audit, assess your keyword competition, develop your social media strategy, draft your training plan, produce your guidelines or build your website – whatever the project might be.

I use the following formats for my documents and supply everything to you in electronic format:

  • Copywriting – MSWord.docx or doc.
  • SEO audits – MSWord and MSExcel.
  • Wireframes and sitemaps – Omnigraffle or PowerPoint.
  • Website development – WordPress.
  • Strategy and Training – PowerPoint.

Step 7: Drafts and amends

For copywriting/IA jobs, generally I’ll do three versions of your documents (first draft, second draft, final draft, which gives you two rounds of amends. Additional rounds will be charged at an hourly rate. All this will be set out in your proposal.

With copywriting, I prefer to use track changes and comments for amends. It’s easier all round than separate amends briefs and phone discussions.

Step 8: Meetings

Generally I don’t include any meeting time in my quotes.

If you’re someone who likes to go through each stage face to face, please let me know at the outset so I can build this into costs. Meetings will be charged at an hourly rate; travel time and costs will be in addition.

Step 9: Your review

At the outset, we’ll agree how long you’re going to need to review and sign off the materials I supply. Remember it’s your project, so you set the timings (within reason!). Reviewing copy and SEO documents can take a considerable amount of time; you’ll need to go through the documents line by line to make sure they meet the brief. The more effort we both put in the better the end product will be.

Step 10: Final payment

When the job is complete I’ll invoice you the final amount. My payment terms are seven days.

Step 11: Happiness

At the end of the project we should both be happy monkeys. I ask all my clients for testimonials to feature on my website, as there’s nothing like a good recommendation.

Want to chat?

Hello!

Hello!

I'm Kate Toon

I’m an award-winning SEO copywriter and SEO consultant with heaps of experience. I help big brands and small businesses to produce engaging, creative, clever content. Now I’m ready to help you.

Love and feedback

Stevie Dillon
Stevie Dillon
19:21 12 Feb 18
Thanks Kate for your Wordpress for SEO course, it was super helpful in building my Wordpress website and your extra assistance was appreciated.read more
Cathy Devlin
Cathy Devlin
11:14 24 Jan 18
I recently started Kate's Recipe for Success course and cannot recommend it highly enough. Kate cuts straight to the point on how to improve your SEO in easy to follow, actionable steps and provides amazing support and guidance to all questions from members in the group. Her knowledge is up to date, relevant and she has a great sense o humour to make the course fun too. Thank-you Kate!!read more
Dierdre El
Dierdre El
07:33 23 Jan 18
If the thought of your business staying the same makes you feel sick to your stomach - you need to do Kate's course. You owe it to yourself to learn from the very best in SEO. I recently completed Kate Toon's Recipe for SEO Success Course, and it was without doubt, the best thing I've EVER done for my business! After a few short weeks of implementing Kate's teachings, I watched my rankings dramatically improve in Google search results for my chosen keywords, and also obtained a top spot in the local pack and knowledge graphs. Previously, the majority of my new clients came from referrals but they're now coming from Google. Website traffic is also increasing daily, which is a direct result of what Kate teaches you to implement. A non-jargony course that's easy to understand and thoroughly enjoyable to complete, Kate's incredible support and sense of humour is a winning combination for any business. I cannot recommend Kate's courses highly enough! Thanks Kate, you're a bl**dy good egg!read more
Regis Gapaillard
Regis Gapaillard
01:30 05 Jan 18
I have done many online courses over the years and Kate's SEO course is one of the best ones. She has extensive knowledge about everything SEO and marketing, but the best part is that her courses are very practical and based on her own experience of what works. You can start implementing on day 1 and get quick results. I keep coming back to her videos to increase my knowledge and improve SEO results for myself and my clients. Thanks so much Kate.read more
Gavin Hodgins
Gavin Hodgins
03:46 19 Dec 17
This is an unbelievably good course. I've followed Kate for a while before decided to take the plunge into the SEO recipe for success course, and I now only wish I had of done this sooner! The course itself is really well structured, there is a lot of amazing content that you get, plus the weekly coaching calls are wickedly good - they really helped me stay focused week to week to ensure I got through and did everything (almost) on time. I can now confidently run the SEO on my sites,, which is going to save me around $4k per annum - considering I paid less than this for the course in total, Im very happy with the return on my investment. Seriously, just go and do this course, you will not regret it. Thanks Kate, your an SEO rockstar!read more
Info | Craig Parry Photography
Info | Craig Parry Photography
00:17 18 Dec 17
I signed up for Kate Toon's SEO course so that I would feel more empowered when chatting to our web guys about our online presence and strategy, and to improve my own skills so that we could start implementing regular content myself. With each week building on the next, I found Kate's course easy to understand and highly beneficial. Not only did I learn about creating content the 'right' way, I've also learnt how to ensure our site is 'healthy' and has a good, solid foundation. There's loads of useful info and resources so the ability to dip back in and work through each step even after the course has ended is a bonus. Highly recommend. Thanks Kate!read more
Claire Gamble
Claire Gamble
12:19 12 Dec 17
I can fully recommend Kate Toon’s Recipe for SEO Success course. I’ve spent loads of time in the past reading articles and speaking to SEO ‘experts’, but apart from picking up a few tips here and there, I still didn’t feel that confident navigating my way around the vast SEO universe – especially the technical side of things. Kate’s course has been the answer to all my problems! It is so thorough, easy to understand and brings together everything in one place – without any nonsense or smoke and mirrors. I was blown away with how much amazing content and resources are included in the course. There’s so much more than I was expecting and I know I'll be revisiting the materials over and over again.read more
Jasmine Andrews
Jasmine Andrews
04:23 12 Dec 17
Before I did Kate's course "The Recipe for SEO Success", I was offering half-assed SEO services to my web design clients. I sort of knew some of the steps to good SEO but didn't have a process to follow to ensure a consistently high quality outcome. Kate's course taught me a great process to follow, plus how to carry out each step thoroughly and for best results. She really knows her stuff and isn't stingy with sharing her years of experience with her students. I've enjoyed it so much that I somehow ended up registering for her Copywriting Conference because I trust Kate and her expertise so much.read more
Alicia Kacar
Alicia Kacar
01:13 11 Dec 17
Kate Toon is the real deal. I've just completed the Recipe for SEO Success e-course, which is hands down the best course I've ever taken - and I've taken a few! Kate combines easy-to-follow lessons with loads of support, tools and resources. In a few short weeks, I've reduced the load time of my website by more than half, and made it to page 1 of Google for several of my keywords. I've even nabbed 2nd position for one particular phrase, which wasn't even on my radar before the course. Thanks Kate - you rock!read more
Stephanie Campanella
Stephanie Campanella
21:51 28 Nov 17
I've just done Kates course and she's spectacular. A real human teaching some awesome tech. Thank You Kate!!read more
Simon Mitchell
Simon Mitchell
22:57 12 Nov 17
Kate Toon's Recipe for SEO Success course offers a detailed (but incredibly easy to understand) insight into the world of SEO. I was a little unsure about making this investment, but considering the amount of information you get (plus lifetime access) it's actually extremely good value for money. I highly recommend the course for both SEO newbies and people who want to extend their skills in this area.read more
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