Question everything

Businesses grow by asking the right questions and then innovating with the right solutions. That's simplified but essentially, great products, services, processes and customer service gets you a seat at the table. 

Strategy and creativity are at the heart of my process. I work closely with my clients to understand them and their customers so that I can provide the right solutions. 

Business transformation approach

Audit: How does your business impact your stakeholders?

Recommend: How you can positively transform your business.

Develop: Strategies and ideas.

Create: Writing, design and production.

Deliver: Successful outcomes.

Analyse: What worked and what needs to improve? 

Rinse and repeat.

Growth is an iterative process that needs to be seen as a positive investment. Many business costs are necessary evils but it would be a mistake to think of my services purely as an expense or commodity. 

SIS client

Will is an expert strategist, copywriter & ideas generator.

With We have worked with Will Roffé for the past 10-years. He is an expert creative strategist, strategic copywriter and ideas generator. He created our successful brand strategy before working on our suite of insurance products along with developing and writing our corporate brand story, website, ad campaigns and more.

If you need strategy, ideas, and/or the written word, Will should be your go-to person. He understands people and how to connect with them using the right language, tone and ideas.

NICHOLAS BAKER  //  CEO, Star Insurance Specialists, New Zealand


Strategic Approach

I invest time defining what is truly important to you, your business and your customers, then develop a plan that is powerful and achievable to meet those needs. 













Creative Approach

Once a plan is in place, I create campaigns and content that will make an impact with your audience and convince them to take action.  







Strategy and Needs





Assess and iterate

Why your company's life stage matters

There are different ways to communicate with your audience, which will depend on your company’s life stage and where your prospects and customers are in their journeys with you.

This is important because each company life stage and customer journey brings a different set of challenges. So you need to marry the right messages to the right stages in your customers' journeys with you. 

Typical company life stages include: 

  • Concept and Start up
  • Growth
  • Maturity
  • Decline
  • Rebirth or Death

When you marry your company's life stage with your customers' journey stages (and a little alchemy), it makes it a little easier to know which concepts and messages will engage your audience. It's not rocket science but a considered approach can make all the difference to your bottom line. 


This is what a typical new customer journey looks like within a company's life stage:  

  • Awareness / Attention

  • Investigate / Consider

  • Choose / Buy

  • Service / Retain

Potential ways to connect

Digital Touch points:
Search Engine Optimisation, Paid Advertising, Newsletter, Social Media.

Physical Touch points:
PR, Radio, TV, Print.

Quotient Client

With his valuable ideas, Will has become a go-to confidant and an integral part of our team.

Will has spent a lot of time understanding our business as well as bouncing ideas and strategies we could implement. He helped shape our brand voice and his copywriting approach has added real personality to our communications, including our website, emails and blog.

Will is a genuine, caring and hardworking person who wants the best for his clients. If you have the opportunity to work with Will, jump at it. He is insightful and once he understands your business and its objectives, will be your biggest advocate.

NATHAN CARTER  //  Co-Founder, Quotient App, New Zealand

Let's get started

Either WhatsApp (text) or Message me on +44 798 495 6407 and I'll respond with a few questions. Otherwise, book a time to chat.