Rewriting 30+ articles to turn a neglected blog into a content channel that finally matched the brand’s voice (and its results).
Hometime is one of Australia's leading short-term rental platforms, combining clever tech with local expertise to help homeowners rent smarter. 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), the 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.
We started with a full audit of the blog archive: what was performing, what was outdated, and what could be rescued.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.
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.
It now attracts the right readers, supports their SEO goals, and gives Hometime's marketing team a scalable framework for every new piece they publish.
Alice was an absolute asset during our website content refresh. She helped us rewrite and modernise 30+ articles with clarity, consistency and a great grasp of our tone of voice. Her process was smooth, collaborative and efficient; she made what could have been an overwhelming project feel completely manageable. Highly recommend working with her!
Carley Anderson
Marketing, Hometime
The pieces that built momentum and proved the system worked.
