Nick Cowling

Digital Content Writer | UX Content Designer

Australia

As a passionate content designer, I understand the value and importance of delivering content that matters. Able to produce high-quality and accurate content quickly and according to specific style guides and standards I can effectively communicate complex ideas and concepts to the end user.

With a focus on conversion rate and search engine optimisation I can craft impactful and authentic content that helps drive users to a desired outcome. Working with stakeholders, product owners, and designers, I can develop page layouts based on providing the best user experience based on the goals of the project without sacrificing the quality of the content or diluting the intended message.

Portfolio

WEBSITE CONTENT

TELSTRA - WEB CONTENT

Telstra.com
How do I transfer an eSIM between devices? | Telstra

Improved instructions/transcript for video content for greater customer comprehension and to reduce the volume of calls to the support line. Updated page description for GEO, and updated keywords based on BrightEdge recommendations.

Telstra.com
Activate my Pre-Paid service | Telstra

Conducted an extensive page uplift and update in line with GEO strategy. Uplifted accordions to H2 headers for greater visibility. Removal of duplicate content, creation of page description (had been missing in the initial build of the page – prior to my employment), regrouped remaining accordions based on interaction data (clicks – gained through content square data), rewrote headers to be more engaging with customers.

Telstra.com
Fix an issue with my mobile device | Telstra

Extensive rework of this page via a new content strategy – fixing the overall theme and message of the page. Restructured the page into common issues/fixes, and network related issues for greater comprehension and page flow.

Telstra.com
Amazon Prime help for Telstra customers | Telstra

Built this page from scratch based off of stakeholder brief. Used Content Square data, existing Telstra support pages, and stakeholder information to develop the strategy. This page helped fill a content gap on the Telstra website.

Telstra.com
Why is my Telstra Mail suspended? | Telstra

Developed content strategy to aid in Call Volume Reduction: reordered content based on content square recommendations, made content more active and direct in tone in line with Telstra's style guide.

UNISUPER - WEB CONTENT

Unisuper
SMSF landing page

Created as a part of the wider SMSF page strategy project, I strategised and created this landing page to house both a new SMSF page and the initial SMSF page that had been published approximately a year and a half previously. The layout and content on the page were specifically designed and created to direct members and prospects to the correct page based on their circumstance. The link to UniSuper's advisers was included to help prevent bounce rates or traffic to other competing funds.

UniSuper
Consolidate Super information page

Information page created for UniSuper centred around informing members about the benefits of consolidating multiple super accounts into one. This was created to drive fund growth. Working with the Marketing team I developed the content design and strategy for this page. This page ended up performing so strongly it got included in the website's mega menu during an update.

UniSuper
Winding up an SMSF page

The first SMSF page published on the UniSuper website, I oversaw the strategy, approvals, content, design, and publishing of this page within two weeks. This page was created to address a large content gap when compared to competitors in the industry. Completed just before Christmas shutdown this required extensive stakeholder management and collaboration to ensure it was published in time. For my work on this page I was awarded the CEO Values award in March 2024. The success in this page...

Unisuper
What is an SMSF? information page

This page was created as a part of the wider SMSF strategy I worked directly on. This page was created to address a content gap, take advantage of SEO keyword rankings, while also providing necessary information to members and prospects about what an SMSF is and the amount of time and energy it takes to operate an SMSF. The ultimate goal of the page is to help drive growth in the fund through new memberships and fund rollovers.

Unisuper
Fees and Costs landing page

Working in collaboration with the Product team I developed the content, content design, and strategy of the new fees and costs page. This page was created to consolidate all product fees and costs information into one page, helping to provide relevant information to members and prospects, while also ensuring that all the data is kept in one location for easy updating by the Product team. This project also required extensive updates to linking and content on all of the product pages that had...

NAB - WEB CONTENT

NAB
NAB Now Pay Later cashback offer

Credit Card Offer page I wrote the copy and metadata for that was created for marketing purposes. Working closely with the product owners I had to ensure that the content on page aligned with the existing NAB style, met regulatory requirements, adhered to the content strategy, and was also clear and concise. The goal of the page was to drive sales of the product by promoting the value of the offer to NAB customers and prospects.

NAB
Interest Rates Explained

Interest rates article designed to educate customers about the different types of interest encountered in various NAB products. Developed as a result of a content gap analysis when compared to competitors in the banking industry.

NAB
Additional information about International payments

Customer information page I oversaw the updating of as a part of the International Payments uplift project. This involved merging two similar pages into one and ensuring all onsite information was accurate, optimised, and accessible.

ADVERTISING COPY

realestate.com.au
708/250 Barkly Street, Footscray Apartment Copy

This is an apartment listing I wrote when my partner and I sold our apartment. I consulted with the real estate agents to make sure it met their tone of voice and complied with industry standards.

Skills Test - "Copywriting In Action" Short Course (RMIT)
Sennheiser Urbanite Copy Example

A project I completed during my enrolment at RMIT for the "Copywriting in Action" short course. I incorporated the techniques and methods taught to me, using my passion for headphone and audio equipment as the feature of the copy.