Case Study: Kadence Group


Kadence Group support musicians and artists, both emerging and developing, via grant writing, bespoke training and events. They’re based in Queensland, Australia {I work from my hometown, Edinburgh, in Scotland, UK – a difference of nine hours}.



Founder Kristy needed website copywriting {nine webpages}, plus product and service names development for her new business, in time for her Spring launch. The copy needed to stand out from the competition, sell Kadence’s various services and resonate with different people within her target market:

  • young musicians;
  • young musicians’ parents – the fee payers;
  • emerging professional musicians;
  • musicians and artists seeking funding and business support;
  • and professional musicians and artists wanting to grow their businesses.

Kristy provided minimal source material – just two reference documents: a sitemap with short page descriptions and an event application form.



Using Kristy’s documents, my in-depth Client Questionnaire, plus extensive research and analysis, I crafted bespoke copy to communicate Kadence’s USPs and services in a manner which would appeal to with their audience.

Within a short two-week timeframe I was able to accommodate Kristy’s deadline, providing:

  • 4,900 words across 25 A4 pages {including two iterative revisions};
  • lede sentences for all nine webpages;
  • several key phrases for use across all marketing materials;
  • 136 product and service name ideas;
  • 12 social media profiles;
  • and a personable About page.

The copy was aspirational, factual and conversational where appropriate. I also gave Kristy 5 website taglines as a bonus and suggestions for layout formatting.



Kristy was able to pass the final copy straight to her website designer, who completed the job without needing to contact me for further edits or clarification – allowing Kadence’s website to be finished in good time.

Kadence now have copy they can transpose across their other marketing materials and Kristy has an About page that pulls together her diverse background, drive and personality, with key phrases she can use for promotional activities as well as in social situations.

Would just like to send a big THANK YOU to Jeda Lewis for providing me with such incredible web copy for my new website! From the pitiful 2 pages of information I provided, Jeda came back to me with such creative and engaging copy I would never have been able to do myself (pages and pages of it!) It was an absolute pleasure to work with you, Jeda! Thank you x Kristy Gostelow, Kadence Group

Kristy has since hired me multiple times for projects including client biographies & About pages, press releases, quick-turnaround editing, brand naming and sales copy.

Read more about the web copy for Kadence Group here.

Read more client praise here

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