Hello.
I'm Emma Turner
Sydney-based freelance UX writer and web copywriter
Making the internet clear and simple one word at a time.
I'm a freelance UX writer and digital copywriter, helping FinTech, startups and finance brands sound more human online. Whether it's making complex financial information easy for twelve-year-olds to understand or helping online users effortlessly navigate an app, I get a real kick out of using words to make the internet accessible and intuitive for everyone.
From the tiny tidbits we call microcopy (labels, buttons and error messages) to product landing pages to SEO blog articles, every word your customers encounter matters. As a copywriter, I advocate for the reader (your customers) by creating meaningful content in your brand voice that makes your website or app experience usable, engaging and easy for anyone to understand.
Seven years of writing for big corporate banks (like CommBank and Macquarie) means I have a knack for turning complicated, jargon-filled info into clear and simple copy. But it also means I've been lucky enough to have worked collaboratively alongside UX and UI designers, developers, product managers, marketers and in recent years, business owners to create unforgettable and sometimes, award-winning online customer experiences.
A bit about your copywriter
When I finished studying Business Marketing in 2009, I never would have guessed I'd go on to have a lucrative career as a copywriter. I wanted to be an event marketer, and for a short while, I was. But here I am, running a successful freelance copywriting business thirteen years later, working with household brand names like Canon Australia.
It started with a knack for words, writing copy for marketing brochures and eDMs (which would often be handed back to me streaked with red pen) before transitioning into digital marketing and then finally, taking the leap into digital copywriting and UX writing.
After five years in various digital copywriting and senior content roles at Australia's biggest bank, CommBank, I decided to have a crack at freelance. My husband and I were twelve months deep into our now three-year-long infertility journey, and I wanted the flexibility of working for myself.
Advocating for women and couples struggling with infertility and going through IVF has become a massive part of who I am today. It's why I co-founded Not Another Bad Egg, a safe space for women to share their infertility and pregnancy loss stories.
Being an open book about my personal journey to parenthood with my copywriting clients and the world is my way of slowly chipping away at stigmas and making conversations about fertility commonplace. But it also means I get to work with compassionate and supportive humans who respect my time and flexible working arrangements.
When I'm not supporting the infertility community, you'll find me at home with my head in a good book (or my Kindle these days), enjoying a fancy meal with my hubby or cuddling my two puppies.
Proud copy moments
2022
2021
2020
2019
2016-19
2014-16
2013
2012
2009
Delivering a massive help centre and support project for Macquarie Bank and helping technology startup, Expertli go to market.
Starting my very own freelance copywriting business and working with big name brands such as Canon Australia, Prospa and Macquarie Bank straight off the bat.
Owning the group-wide digital (in-app and web) messaging strategy and tech capabilities used by more than 7 million active customers at CommBank.
Leading a team of six super-talented UX Writers who've gone on to work for the likes of tech giants Google and Atlassian, who delivered copy across 40+ digital projects at CommBank at any given time.
UX writing for award-winning app features like Ceba the chatbot and Benefits Finder at CommBank.
Creating social media content on the red carpet at the ARIAs and AACTAs and big cultural events such as Vivid Sydney and Sydney Festival.
Producing sales collateral and running events at historic event spaces on the HMAS Belfast and Churchill War Rooms in London.
Supporting a website rebrand for one of the hottest nightclubs and Japanese restaurants in Brighton, United Kingdom.
Writing mar-comms and working behind the scenes to bring marketing masterminds to conferences and workshops across the country for the Australian Marketing Institute.
"OMG sooo good, Emma! Never thought I could sound like such a talent. Thanks so much!"
George Sewell
Create Carpentry & Joinery
