A Copywriting Portfolio That Won’t Make You Hate Copywriting Portfolios

Creative SEO Copywriting For Blogs, Websites, & Campaigns

(and literally any awesome marketing project you can dream up)

Hi! I’m Kelsey.

Copywriter, strategist, marketer.

I write for fun, I write for a living, and I can’t sing for a damn. (So it’s lucky I’m so good at writing.)

I have 10+ years of writing experience for both B2C and B2B companies. I’ve written in-house, in agencies, and as a freelancer. I specialize in website copywriting, blogs, SEO, and marketing strategy.

Every piece of copy is strategic. But, at its core, it has to make its audience feel something. There’s one magic trick I use to hit those emotions every time:

I’m impeccable at understanding the customer journey.
(Ask me about the time I started as a customer service agent and became Director of Marketing Operations within 3 years.)

There’s a reason Don Draper always focused on benefits, not features. To write anything, we need to know why our reader needs it — why they … really need it.

I write using psychology-backed principles, but with a storyteller’s touch that can turn a run-of-the-mill advertorial into something that sparks a lifelong investment.

KELSEY LOFLIN 

COPYWRITING 

PORTFOLIO

What Would You Like To Read?

FUN COPY BITS

This is spec copy, which means I wrote it for fictional clients based on some of the coolest people I’ve worked with in the past.

For a wedding planner who wants to help all the “laid-back” girlies have amazing weddings

We both know you’re not Type A.

Remember when you planned your sister’s baby shower?

So don’t pretend to be a spreadsheet girly right now.

For an accountant who is educating college graduates on saving for retirement

I tell it to my husband.
I tell it to the pizza guy.
And now I’m telling it to your future, needs-a-hip-replacement self.

SIZE MATTERS.

For an SEO Specialist who works with female business owners

We’re doing SEO differently these days. Because, ladies … the only thing you should be stuffing is your bra.

VICKI’S SPICY

SALES PAGE

Sales pages are my JAM.
This one was for a brand new monthly group membership for brand new business owners.

  • Sales page for a group program for beginners starting their first online business

  • Make the offer feel like a no-pressure, practical next step for people stuck on their first plateau after starting their own business.

  • Wrote copy that cuts through the noise and speaks directly to folks who are overwhelmed by big courses and flashy promises. Focused on making this feel doable, supportive, and grounded — not hypey. Framed the program as a clear, beginner-friendly path with no upsells or surprises.

  • Naturally worked in keywords like “start an online business” and “digital business coach” without compromising voice. Structured the page with clear H2s and short, skimmable sections to keep it mobile-friendly and easy to follow.

MARTA’S ADORABLE

ABOUT PAGE

I die on many hills. This is one of them: Your About Page has NO RULES.

  • About page for a custom brand designer who’s super sarcastic and down-to-earth.

  • Differentiate Marta from a sea of beige brand designers. Help potential clients connect with her fun personality, highly custom approach, and make their inquiry feel like a no-brainer.

  • Kept the tone relaxed, playful, and anti-corporate to match Marta’s energy. Highlighted her experience without sounding stiff. Wrote it like a real person to build trust and feel approachable from the jump.

  • Generally, your About Page isn’t making a huge SEO splash. Other pages on your website (and most definitely your blog) are pulling that weight. So I never overthink it. Instead, I always use an About Page as an opportunity to have the MOST fun for my clients. This is THE place to let go and show your personality.

ONE OF MY FAVORITE

BLOG POSTS

Great copywriters zig when everyone’s zagging. Well … “power words” are my ultimate zig. Read to find out why.

*MY* GORGEOUS

HOMEPAGE

If you want to see how a copywriter really writes, see how they write for themselves.

  • Homepage copy for my own website — kelseyloflin.com

  • Show potential clients exactly what I do (website copywriting), who I do it for (small business owners who want personality-driven, high-converting copy), and why I’m awesomely different.

  • I led with clarity first, voice second. I wrote this page to feel like a conversation: warm, to the point, and a little irreverent (my specialty). It relies on psychology to bring my reader along the journey: who I am and why they need me, why I’m different, and how to engage with me.

  • I focused on my main keyword — website copywriter — while keeping all of the copy very much sounding like me. I structured the whole page with one clear H1 and hierarchical H2s and H3s throughout.

How I approach

SEO

I am on this (still kinda) green earth to tell business owners that SEO is not complicated.

Google wants to serve the best content to its users. The “best content” is accurate, entertaining, and housed within a fantastic user experience.

So THAT is what you need to create for your readers: a kickass user experience.

If you focus on that alone, you’ll naturally optimize your site for search engines.

Take keywords, for example. We often like to complicate them, but it’s entirely unnecessary. Simply think about what a real human would intuitively search, check the traffic of that term and how many other people are using it … then create a better piece of content.

While I’m a huge fan of SEMRush, Google Keyword Planner, and Answer The Public … long-term SEO results largely come from common sense. These are some questions that I always find myself asking clients

  • What do I want to rank for? (You’d be surprised how hard this question is for some businesses.)

  • Do I need to rank on page 1 for that term? Why or why not?

  • What are my competitors doing and how I can outperform them (assuming that doing so will be beneficial to my bottom line)?

My Ultimate

SEO Checklist

  1. Clear Business Strategy

  2. Titles and Meta Descriptions Written for Clarity AND User Experience

  3. One H1 tag per page, and an intuitive hierarchy of H2s and H3s

  4. Alt tags on every image

  5. Long-term Vision & Commitment to the Process

If any of that gave you a tingle, let’s work together.

or email me at kelsey@kelseyloflin.com

Pssst: Portfolios chronically lack personality,

so here’s a little bit of mine.

  • I SO wish I could tell you something more romantic than what I’m about to tell you.

    I wish I could show you polaroids of the dozens of journals I bore my soul to in the ‘90s.

    I wish I could recall snippets of poetry I doodled on my middle school textbook covers.

    I wish I could share adventurous short stories that my parents couldn’t pull me away from writing.

    But I cannot. [Note to whomever wants to do a documentary of me: please feel free to take A LOT of creative freedom.]

    Really, copywriting found me. (Actually, the universe screamed it at me a few particular times as I stubbornly pursued a career in science and math — a fact that is quite literally LAUGHABLE.) Years ago, the marketing dominoes started to fall when I landed a job in public relations — a position for which I had zero experience but wrote a kickass (slightly desperate) cover letter.

    Since then, I’ve written copy for cool people who want to stand out online. Maybe you’ll be my next client?

  • Red wine
    Wineries
    When my partner pours me a glass of wine
    Old dogs
    Low-commitment television
    TV chefs (Ina, but not Giada)
    Traveling where the food is
    Wearing sunscreen indoors

  • Following recipes
    Talking about myself
    Drinking more water
    Drinking less wine
    Skincare
    Googling Taylor Swift less
    Dressing myself

  • Throws a lot of themed dinner parties.

  • #Vanlife.
    My partner and I purchased our van in 2022. We built it in 2023. We traveled in it in 2024. And we were about 5 years too late to become famous for any of it.

    Green smoothies.
    Did you know you never have to eat a single leaf of spinach if you put it in a smoothie?

    Literally any generational slang (including my own).
    I have to google something my nieces said at least once a week.

    Blogging.
    My first attempt began — and ended — in 2012. God bless Wordpress. I now write killer (and beautifully optimized for SEO) posts right on over here.