Crazy Digital Creative

Crazy Digital Creative Rachel Amies is a WordPress website consultant and SEO copywriter based in Sydney, NSW.

02/12/2025

I’ve just performed my annual Black Friday / Cyber Monday ritual. It’s called:

The Great Unsubscribe.

So, if your email subject line started with “LAST CHANCE! FINAL HOURS! DON’T MISS OUT!!” … I probably did miss out. On purpose 😂

My inbox was sounding like an auctioneer on Red Bull.

Now? Some peace and quiet. Some (but not all) sanity restored.

01/12/2025

The SEO world keeps shifting. Fast.

But some old mistakes refuse to die. And new ones keep popping up.

The old classics that I still find on the interwebs:
🔸 Keyword stuffing (no-one wants to read “lawyer Sydney” on repeat like a broken record)
🔸 Buying dodgy backlinks from random websites
🔸 Exact match domains (no, sydneyaccountant123.com.au isn’t winning hearts or Google)

These definitely don't work.

Fresh mistakes I’m also spotting:
🔹 AI-generated website content that screams “ChatGPT spat me out”
🔹 Jargon-packed content no real human can’t understand
🔹 Websites that ignore mobile users (hello, it’s 2025)

Some business owners are making BOTH sets of mistakes at once.

The result? Websites that don't rank AND don't convert. A double “meh”.

The fix is simple. Write like a human, for humans.

The search engine gods are getting better at spotting authentic content. And trust me, your ideal humans can sniff out generic AI content from a mile away.

If you’re ready for a website that works as hard as you do, then let’s chat.

30/11/2025

Stop making your website content so bloody complicated.

I’ve seen too many websites that sound like they're not written for humans. And it’s cringeworthy.

There’s no point ranking #1 on Google or getting cited by AI if your website content doesn’t convince your ideal humans to stick around. Or, better yet, convert them into leads.

Here's a simple framework I use when writing website copy that actually converts:

C - Conversational (write like you're talking to a smart human over coffee)
L - Logical (structure your ideas so they flow naturally)
E - Engaging (keep readers interested, not yawning)
A - Actionable (tell your ideal humans exactly what to do next)
R - Results-focused (show the outcome, not just the process)

This works because your ideal clients don’t want to see your industry jargon. They want to understand how you solve their problems. Plain and simple.

When your website copy is CLEAR, two things happen:
1️⃣ Your ideal humans actually understand what you do
2️⃣ Search engines and AI both reward you with better rankings and more citations

What's the biggest website content mistake you see in your industry?

29/11/2025

Book in 2025 pricing before it’s too late.

My rates go up every January. Book now, save money, start 2026 ahead.

I've got limited spots for projects starting in November or December. Smaller projects can finish before Christmas. Bigger projects complete in January. All at 2025 rates.

What's available:
1️⃣ AI and SEO Audits (from $750)
Know exactly what's broken before 2026. Get clear recommendations to start 2026 with

2️⃣ VIP copywriting days ($1,997)
One day. One focus. Your a-meh-zing copy sorted.

Choose from:
⮕ Welcome email sequence
⮕ Sales page or landing page copy
⮕ Website content refresh (3-4 pages)
⮕ 3 SEO blog posts (up to 600 words each)
⮕ Capability statement

3️⃣ SEO Website Copywriting (from $4,497)
Fresh copy that humans love and search engines find. It can be optimised for AI search as well. For service business-owning humans who are ready to stop sounding like everyone else.

Book and pay your deposit now to lock in 2025 rates. Wait until January and pay more for the same service.

It's not about rushing. It's about being strategic.

We can start your project now and launch fresh in January. While your competitors are still writing "update website" on their goals list, yours is already done.

The difference? You're not scrambling. And you're not paying 2026 prices.

Smart businesses don't wait for perfect timing. They create it.

Ready to lock in 2025 rates before they're gone? DM me to discuss your project.

28/11/2025

What happens in your first week of working with me
(And it's more than just "I'll get started")

If you’ve ever wondered what happens once you say yes to my proposal, here’s the breakdown:

Day 1-2: the paperwork dance
You get your questions answered. You accept my proposal. I send over the first invoice. Once it’s paid, you lock in a briefing call. I’ll email you my briefing questions (because no-one likes being ambushed on Zoom). This way you can think, scribble notes, maybe even sip a cheeky wine while you ponder.

Day 3-4: The briefing call
This is where the magic starts. We dive into your business, your ideal humans, what makes you different. I record everything so I can actually listen instead of frantically scribbling notes like a uni student cramming for exams.

Day 5-7: Professional stalker mode
No, not in a creepy way. I'm researching your competitors, industry deep-dives, social scrolls and spreadsheets. For copywriting that means SEO keyword research. For WordPress development, it’s spotting what your competitors have nailed. And where they’ve completely missed the mark.

Behind the scenes:
While you're running your business, I’m plotting, analysing and planning. Some clients start the week with nerves. “Did I make the right choice?” By the briefing call, that usually turns into excitement.

Combined copywriting and WordPress projects:
I always tackle the words first. Why? Because the words help inform the design.

What you need to do:
Think about those briefing questions. Turn up to the briefing call. That's it. I handle the rest.

How does your first week with service providers usually go? Smoothly or full of surprises?

27/11/2025

Four levels of copywriting that’ll make or break your website rankings, to please both the search engine and AI-powered search gods.

Many business owners think SEO is stuffing keywords like sardines into every other sentence.

They're wrong.
And with AI search stepping into the spotlight, they’re extra wrong.

Here's what works (and what’ll get you by both Google and the AI overlords):

GOOD: Basic keyword + AI-friendly optimisation
Do your keyword research. Add them to your title tags, meta descriptions, headings and body copy.

But update your approach for AI search.

Humans are asking questions in full sentences in AI tools, not chopped-up keyword fragments.

So write with natural language. Use conversational queries. Have FAQ sections. Rename your images so both humans and AI models understand them.

This gets you started. But it won't exactly make Google or AI Search blush.

BETTER: Research-driven content strategy + AI assistants
Check search intent of your keywords. Are your ideal humans wanting information or are they ready to buy?

Stalk your competitors (ethically. Don’t plagiarise!) Create content that answers the exact questions your audience is typing into Google and speaking into their phones.

Topic authority beats keyword stuffing and helps AI choose your content when it’s generating answers. This is how your content becomes helpful,.

BEST: Advanced copywriting with E-E-A-T principles + AI-validated credibility
(That’s Experience, Expertise, Authoritativeness and Trustworthiness, Google’s love language).

Write for humans first. Show you know your stuff. Share stories that spark emotion. Build trust.

This is the sweet spot where your content ranks AND converts. Because your ideal clients aren’t only after answers. They want to feel seen.

UNHINGED: Black hat tactics (DON'T DO THIS)
Black hat SEO refers to unethical and manipulative techniques to boost a website’s search engine ranking. They violate search engine guidelines.

Things like:
⮕ keyword spam
⮕ hidden text
⮕ auto-generated content with no human editing
⮕ scraping other websites
⮕ pumping out 500 AI blogs a week with zero expertise

Google, Bing and AI models will sniff it out. And the penalties? Not good.

Start with GOOD if you're strapped for time or budget. Then work your way up to BETTER and BEST.

The wins compound. Your audience grows. Your authority builds with humans, search engines and AI.

26/11/2025

Clarity.

That’s the sneaky side-effect of working with me.

Yes, you'll walk away with SEO content that the search engine gods adore. And a WordPress website your dream clients can’t stop clicking on.

But the thing my clients love?

Business clarity they didn't know they needed.

What this looks like:
1️⃣ One client told me our briefing call gave him clarity about who his ideal customers actually were.

2️⃣ Another said: "I didn't really know what I wanted to say but Rachel listened and produced an outstanding result. Rachel delivered exactly what I was after even though I didn't know what I was after."

Why?

Because my briefing process isn’t only a chat about your website.
It’s a deep dive into your business.

When I ask you "What makes you different from your competitors?" a few of my clients freeze. Sometimes they’ve never been asked to say it out loud.

When I dig into "Who's your ideal client?" other clients realise they've been trying to talk to everyone. And connecting with no-one.

And then there’s my legal background advantage. Yes, I’m an ex-lawyer who’s practised in two countries. (Please don’t hold that against me 🤣)

It means I can:
⮕ understand professional service businesses
⮕ translate industry jargon without putting humans to sleep
⮕ help you tick compliance boxes while still writing content humans want to read

Unexpected side-effects my clients have experienced:
✅ Adopting smarter business habits (hello personalised video in proposals)
✅ Pricing with confidence instead of panic
✅ Explaining what they do in plain English
✅ Thinking bigger, bolder and more strategically

You might come to me for words that work and a website that wows. But you also get a strategic thinking partner who helps you see your business with fresh eyes.

Ready for both the website AND the clarity? DM me to discuss your project.

26/11/2025

I almost ditched the office desk for a dumbbell rack.

Most of you know me as the SEO nerd who loves a good website revamp. The human who gets way too excited about keyword research and fixing things to please the search engine and AI gods whilst sounding human.

But I almost became a personal trainer.

That’s right. I completed my Cert III in Fitness (yup, I’m qualified to teach group fitness classes). And I got halfway through Cert IV in Personal Trainer.

Back in my university and lawyer days, I was a regular gym ju**ie. I was probably my fittest self during my 30s, after I left the legal profession.

I hadn’t decided what to do, so toyed with the idea of turning my gym ju**ie habits into a career.

But life got in the way. So, I didn’t finish my Cert IV.

Since starting my business, my gym routine has been a tad patchy. One again. Off again. Back on again.

Until this past year.

2025 has been tough. Really tough. Both personally and in business. But for 10 of the last 12 months, I’ve showed up at the gym. Three times a week. Rain, shine or western Sydney’s moody humidity.

The result? I’m 17 kgs down. But, more importantly, much clearer headspace.

It reminded me of a simple truth about business. And SEO.

You don’t get results from one big effort. You get them from consistency.
Showing up when it’s boring.
Showing up when it’s raining.
Showing up when you’d rather scroll.
Showing up when nothing seems to be moving … yet.

My gym habit helped my sanity this year. It proved that consistency works. Every damn time.

How do you keep your head clear when business or life gets heavy?

24/11/2025

"Synergy".

Ugh. That word makes me want to through my computer out the window.

If I had a dollar for every time I’ve seen “synergy” in corporate copy, I’d be writing this post from my yacht, mojito in hand. (Yes, I checked the price of yachts. No, I’m not sharing my spreadsheet).

Here’s why “synergy” deserves a first-class ticket to the bin:

1️⃣ It means nothing now
Corporate bingo drained it of meaning. “We create synergistic partnerships”. Great. So, you collaborate? Merge? Hold hands and sing?

2️⃣ It screams corporate BS
Big words don’t equal big ideas. They equal eye-rolls.

3️⃣ It confuses your ideal humans
While you're busy flexing your vocabulary, your ideal humans are wondering how the hell you can help them.

Here’s what you probably meant to say:
✅ We work together
✅ We collaborate
✅ We partner with you
✅ We form strategic alliances (okay, that one’s fancy but still clear)

Plain English wins.

When you ditch the jargon and use plain English instead:
⮕ Your ideal humans understand what you do
⮕ Trust grows faster
⮕ Conversations happen
⮕ Your website converts

Your ideal humans don’t care about your fancy vocabulary. They care whether you can solve their problems.

Here’s my challenge to you (yes, do it now). Search your website for “synergy” and its buddies like “leverage”, “holistic” and “bespoke”. Then replace them with words humans use.

Your content will be cleaner. Your ideal humans will understand you. And your business will thank you.

Your expertise is the headline. Industry jargon is the annoying speaker in the back row.

What buzzword gives you the ick?

24/11/2025

Five trust signals AI looks for.

AI doesn’t care about your keyword density. It cares whether you’re credible.

Here are five improvements for your website to become AI’s trusted source.

1️⃣ Stop hiding behind “Admin” in your blog posts.
AI won’t trust a faceless “Admin” any more than you’d trust a blank business card. Put real humans on your blog posts. Add real author bios with names, photos and credentials. This makes AI (and humans) trust your content.

2️⃣ Date your updates.
Evergreen content doesn’t mean “set and forget”. Refresh your content. Add a simple “Last updated: TODAY’S DATE”.

Fresh updated content beats stale every day of the week. AI wants current wisdom, not 2022’s wisdom.

3️⃣ Cite your sources
Making claims without proof is like showing up to Court without evidence. Link to government sites, industry reports, academic journals. Cite the credible stuff. One solid citation beats 50 “trust me bro” moments.

4️⃣ Show your expertise (not just keywords)
Keywords help. Proof converts. Share real case studies. Mention qualifications. Talk about your experience. AI scans for signals that you know your stuff before it checks if you’ve used the “perfect” keyword.

5️⃣ Get your name out there
Your website can’t carry the whole load.

Get seen on relevant directories, partner sites, podcasts, guest posts. Be seen where your ideal humans hang out.

The more credible places AI finds you, the more it treats you as the authority.

The “new” SEO isn’t a hack. It’s reputation.
It’s trust.
It’s showing you’re the real human behind the screen.

Which one of these will you fix first?

22/11/2025

If you’re using your website as an online brochure, you’re leaving cash on the table.

I’ve been an SEO copywriter and WordPress website human for years. The sites that make money don't just attract visitors. They guide humans to do something useful.

Here's what the smart ones do:

1️⃣ They're crystal clear about the next step.
No "contact us if you're interested" waffle. They say exactly what they want their ideal humans to do. "Book a call" or "Download our checklist". Clear. Actionable. Zero guesswork.

2️⃣ They use social proof everywhere
Testimonials aren't hidden. They're scattered throughout the whole website. Case studies with specific results. Client logos. Reviews that answer real fears.

3️⃣ They give before they ask
Instead of going straight for the sale, they offer something useful first. A how-to guide. A checklist. Useful free stuff that proves value and lowers friction.

4️⃣ They sound human
My legal background taught me how to explain things to clients. Your ideal humans want real language, not textbook or industry-goobledygook. Write like a human talking to another human.

The ones who struggle? They’re guilty of:
❌ Too few calls-to-action (or none at all)
❌ Being vague about the next steps
❌ Letting their best testimonials gather dust
❌ Writing in a way that makes people’s brains hurt

One of my clients started incorporating personalised video into their proposals after seeing me use video in my proposal to him. Why? Your ideal client’s journey doesn’t finish when they contact you through your website.

Your website visitors are ready to take action. Your job? Make it obvious and easy what they should do. And impossible to ignore.

What's the best call-to-action you've seen on a professional service website?

22/11/2025

"I was busy. Why didn't you simply contact me?"

That's what a client said after I forwarded his overdue invoice to a debt collector.

I had contacted him. Multiple times. By email. By phone. And by text message.

All he needed to do was send a quick message saying "I'm busy, can I pay by [date]?" But he chose not to respond at all.

And honestly? It capped off a project that had red flags from day one:
⮕ He questioned my process from day one (he pushed back on doing my briefing call because, "You’re an ex-lawyer. Can't you just start writing?")
⮕ Getting feedback him was time-consuming
⮕ He kept changing the project scope without warning

When someone doesn't respect your processes, your time, or your payment terms, they're showing you exactly who they are. Believe them.

Since then, I’ve changed how I filter out my not-ideal humans:

Red flag that stop me in my tracks:
⮕ Questioning or cringing at my pricing
⮕ Pushing back on my established processes
⮕ Ignoring advice they’re paying for
⮕ Poor communication from the start

My filtering system includes:
⮕ Tailored contact form to help w**d out tyre kickers
⮕ Video/phone calls before any proposal
⮕ Clear explanation of process and payment requirements upfront
⮕ Values alignment check (yes, a sense of humour is non-negotiable)

My absolute deal-breakers are leads who:
❌ have misaligned values
❌ have poor attitude towards customer service (their clients deserve better)
❌ want to micromanage every single detail
❌ look for the cheapest option rather than best value

My dream humans look like this. They:
✅ communicate with honesty and respect
✅ value my time, expertise and energy
✅ give honest and constructive feedback
✅ pays invoices on time (hallelujah)
✅ understand that trust = better results

Now I have smoother projects. Happier humans. And better work. It’s wild how that happens when you stick to your own rules.

Your processes aren’t admin. They’re quality control.
They protect you, your boundaries and your best work.

Business owners, what red flags do you look for? And have you ever ignored one and instantly regretted it?

Address

PO Box 163
Kingswood, NSW
2747

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Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm

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Introducing Crazy Cat Copy

I’m Rachel, the krazy kiwi behind Crazy Cat Copy!

I specialise in WordPress website design and maintenance, along with writing website copy and blog copy for service-based businesses and music industry professionals.

I do what I do because I enjoy using technology (hence my WordPress services) and am passionate about small business owners having a beautiful website and online copy that makes them shine!

Many people don’t feel comfortable writing their own copy or building their own websites so I alleviate that stress from them.