Gisela Ayu — Portfolio

Selected Work

Work that earns its place.

Each piece is chosen for what it demonstrates — strategy, clarity, voice, or all three. Filter by category below.

⚠️ Portfolio includes client work alongside clearly labeled spec & mock samples created to demonstrate range and capability.

📄Spec Work

SEO & SaaS Content

Pillar Page — Productivity Tool Feature Guide

3,500-word pillar article targeting "best task management features." H2/H3 hierarchy, FAQ schema markup, and internal link architecture for a SaaS productivity brand.

The Strategy

High-intent keyword + counter-intuitive headline ("5 they don't use") drives higher CTR. FAQ structure targets Google's featured snippet box.

Pillar ArticleSaaS3,500 wordsFeatured Snippet

🔍Spec Work

SEO & SaaS Content

Comparison Article — Web Hosting for Small Business

High-intent comparison piece for a web hosting brand. Structured around user pain points — not feature lists — with comparison table, FAQ, and conversion CTAs.

The Strategy

Comparison queries convert at 3–5x the rate of informational ones. Pain-point framing reduces bounce and improves time-on-page — direct ranking signals.

ComparisonWeb Hosting2,800 words

📊Spec Work

SEO & SaaS Content

Keyword Strategy Document — Design Tool Brand

Full keyword research with content gap analysis, priority topic clusters, and a 3-month editorial calendar for a design SaaS.

The Strategy

Prioritises "content gap" keywords — mid-volume, exploitable within 90 days. Calendar sequenced by cluster authority for faster topical authority build.

Keyword ResearchStrategyEditorial Calendar

📰Published

SEO & SaaS Content

Medium: The Anatomy of Content That Actually Ranks

Published piece on why most SEO articles fail even when they reach page one. Covers search intent, content structure, and the gap between ranking and converting.

The Strategy

Challenging a common SEO assumption drives engagement and shares. Bylined samples build verifiable publishing history for platform applications.

PublishedThought LeadershipMedium

🌐Spec Work

SEO & SaaS Content

Blog Series — WordPress Plugin Use Cases (5 Articles)

5-part series targeting developers, agencies, and content marketers separately. Each article uses persona-specific messaging, keywords, and CTAs.

The Strategy

Persona-segmented content speaks directly to one audience's workflow — increasing relevance, reducing bounce, and improving conversion to trial.

Blog SeriesWordPress5 Articles

🚀Spec Work

Copywriting & Creative

Landing Page — SaaS Free Trial Signup

Conversion-focused page for a productivity SaaS. Benefit-led headline, objection-handling subheads, social proof, and a single CTA to move cold traffic to trial.

The Strategy

Lead with the outcome, not the product. Pre-emptive objection block removes the most common reason prospects bounce before it forms.

Landing PageSaaSConversion Copy

✉️Spec Work

Copywriting & Creative

Welcome Email Sequence — 5-Part Onboarding Series

Onboarding series for a project management SaaS. Each email targets a specific activation milestone in the first 14 days. Includes A/B subject line variants.

The Strategy

Maps each email to a retention-predicting activation milestone. Data-backed reasons to act reduce friction and increase follow-through.

EmailOnboarding5 EmailsA/B Variants

📖Spec Work

Copywriting & Creative

Brand Voice & Tone Guide — Consumer Tech Brand

Comprehensive voice document for a consumer tech startup. Personality pillars, tone spectrum across contexts, word choice guidance, and do/don't examples.

The Strategy

Structured for speed — writers open directly to their context. Do/don't examples drawn from the brand's actual audience language, not generic rules.

Brand VoiceTone GuideStrategy Doc

📱Spec Work

Copywriting & Creative

LinkedIn Campaign — B2B Thought Leadership (10 Posts)

10-post campaign for a B2B SaaS brand. Pattern-interrupt hooks, tight narrative arc, and CTAs calibrated for LinkedIn's engagement algorithm.

The Strategy

LinkedIn rewards early comments (30–60 min window). Each post is written to generate comments, not just likes — triggering wider organic distribution.

LinkedInSocial CopyB2B10 Posts

🎯Spec Work

Copywriting & Creative

Ad Copy Variants — Digital Tool Launch Campaign

12 variants for a digital product launch across Meta and Google. Includes A/B rationale and audience-specific angles for cold, warm, and retargeting audiences.

The Strategy

One angle cannot serve all funnel stages. Cold = outcome. Warm = social proof. Retargeting = shorter, direct. 12 variants generate statistically meaningful data in 7–10 days.

Ad CopyPerformance12 Variants

About

Strategy first.
Words second.

I'm Gisela — a freelance copywriter and content strategist based in Jakarta. I work with SaaS brands, digital tools, and tech-first companies that need content which earns attention and drives measurable results.

What I Actually Solve

"I help brands that are producing content but not seeing results — traffic that doesn't convert, posts that don't rank, messaging that doesn't land."

I combine SEO strategy, audience insight, and emotional storytelling to create content that is both analytically grounded and genuinely human. I hold certifications in GA4, HubSpot Content Marketing, Semrush SEO Fundamentals, and Google Digital Marketing.

CopywritingSEO Content Brand StorytellingContent Strategy Email CopyAd Copy GA4HubSpotSemrush

Gisela Ayu — Copywriter & SEO Content Strategist

Open for Projects

Copy with
strategy
built in.

Work that earns its place.

Pillar Page — Productivity Tool Feature Guide

Comparison Article — Web Hosting for Small Business

Keyword Strategy Document — Design Tool Brand

Medium: The Anatomy of Content That Actually Ranks

Blog Series — WordPress Plugin Use Cases (5 Articles)

Landing Page — SaaS Free Trial Signup

Welcome Email Sequence — 5-Part Onboarding Series

Brand Voice & Tone Guide — Consumer Tech Brand

LinkedIn Campaign — B2B Thought Leadership (10 Posts)

Ad Copy Variants — Digital Tool Launch Campaign

Strategy first.
Words second.

Let's make something
worth reading.

Copy withstrategybuilt in.

Work that earns its place.

Pillar Page — Productivity Tool Feature Guide

Comparison Article — Web Hosting for Small Business

Keyword Strategy Document — Design Tool Brand

Medium: The Anatomy of Content That Actually Ranks

Blog Series — WordPress Plugin Use Cases (5 Articles)

Landing Page — SaaS Free Trial Signup

Welcome Email Sequence — 5-Part Onboarding Series

Brand Voice & Tone Guide — Consumer Tech Brand

LinkedIn Campaign — B2B Thought Leadership (10 Posts)

Ad Copy Variants — Digital Tool Launch Campaign

Strategy first.Words second.

Let's make somethingworth reading.

Copy with
strategy
built in.

Strategy first.
Words second.

Let's make something
worth reading.