Hometime

When the brand grows up but the blog stays behind

Hometime is one of Australia’s leading short-term rental platforms, combining clever tech with local expertise to help homeowners rent smarter and guests stay better. With more than $100M in bookings, their growth story speaks for itself.

But while the brand had just undergone a full tone of voice refresh (sharper, friendlier, more human) their blog hadn’t caught up. The old articles still sounded corporate and distant, packed with filler and SEO fluff that no one was reading.

The content wasn’t bad. It just didn’t sound like them.

Bringing the brand to life in long-form

The goal was simple: keep the useful stuff, lose the boring stuff. We wanted every article to feel helpful and human, written by a team that actually understood the challenges of hosting, property management, and travel.

We started with a full audit of the blog archive — what was performing, what was outdated, and what could be rescued. Then came the rewrites. Each article was rewritten from the ground up to reflect the new tone: approachable but informed, professional without sounding like a manual.

Along the way, I built in the structure that had been missing: SEO research, metadata, titles that made sense, and keyword placement that felt natural. The focus was on creating content that people wanted to read, and that Google could actually find.

Turning a library into a growth engine

By the time we were done, more than 30 articles had been refreshed, retitled, and restructured. The blog started to feel like part of the brand again — consistent in voice, clear in purpose, and finally working as a driver of organic traffic.

The end result was a blog that earns its keep.
It now attracts the right readers, supports their SEO goals, and gives Hometime’s marketing team a scalable framework for every new piece of content they publish.