Alexandra Sutton

Content designer

What exactly can I do for your business?


Hi. I’m Ally, a native-English SEO, UX, and conversion copywriter. What does that mean? Well, I specialise in writing things that:

  • Make websites appear first in search engines like Google (SEO)

  • Encourage clicks (conversions) and boost customer loyalty

  • Ensure websites and apps are a breeze to use (UX writing) 

  • Are supported by research and user tests.

Over the past nine years, I’ve turned phrases for such brands as Pioneer DJ, Microsoft, World Economic Forum, Mazda, Toyota, Samsonite, Board of Innovation, Pergo, Madison Magazine, Cosmopolitan Australia, NW magazine, and more.


Need a hand wording things just right?
Send me a quick message to find out how I can help.


Examples of my work


The complex, simplified

World Economic Forum
Board of Innovation 

One of the things I'm often tasked with is making complicated topics easy to understand. We humans want to read things that sound human. That's where I come in. I'll wrap my head around a topic and collaborate with you to turn it into content that everyone understands – from experts to your parents. I've done similar things for such brands as Pioneer DJ, Elevit, and World Economic Forum via Board of Innovation.


UX Writing

Leading Japanese
car brand

I was asked to help a major Japanese car brand's in-house team write simple, user-friendly copy for their new app. After all, nobody wants to deal with confusing navigation instructions when they're just trying to get to work! To help make each screen clear, simple, and easy to understand, the in-house team sent a number of wireframes to my former agency. I'd review each and suggest copy. I'd also give them advice on UX-copy best practices for mobile apps, including keeping things clear and simple with the use of clever microcopy and visual cues, as well as ensuring users aren't overwhelmed by too many options.

This client is private, so I've borrowed a generic sample image from


SEO and conversions

Pioneer DJ

I was tasked with designing content to enhance industry leader Pioneer DJ’s digital presence. Along with suggesting content for social media, I proposed articles to boost their ranking in search engines for target keywords. This included researching and writing the number-one ranked article Learn How to DJ Online (to support the release of an entry-level product). In addition, I wrote and updated product pages for SEO and conversions, while also proposing UX copy ahead of the launch of Pioneer DJ’s helpdesk.


UX writing, SEO, and content design

Board of Innovation

Alongside a brilliant graphic designer, I redesigned Board of Innovation’s product page template to boost conversions. We researched barriers to conversion, interviewed clients, monitored user behaviour, and conducted A/B tests. We then built the new page layout based on those findings. What changed? We put prominent, snappy social proof in the form of client logos and testimonials at the top of the page. We replaced jargon with benefits and added a range of simple, informative copy cues to alleviate worries about commitment. Plus, we ensured buttons were prominent, encouraging, and not too pushy. As a result, the conversion rate more than doubled in a matter of weeks.


Feature writing

NW magazine

I may be passionate about creating snappy microcopy, but I'm no stranger to long-form pieces. I launched my career as an assistant digital content manager at Australian fashion magazine Madison before becoming a subeditor and then senior writer/health editor for NW magazine. That fast-paced weekly title saw me pitch and write everything from news features to health editorials, celebrity interviews, and fashion reviews.