Brand Voice + Website Copywriting + Blog Strategy

Website Copy & Blog
Client: USurf Batukaras | Industry: Surf & Travel

The Challenge

USurf Batukaras is a locally run surf school in West Java, Indonesia. The team needed a website and blog that could do three things at once:

• Help beginner and intermediate surfers feel confident booking a lesson
• Reflect Ucup’s deep local knowledge and approachable coaching style
• Attract more travelers through content that drives organic traffic and long-term growth

The messaging had to feel authentic, helpful, and clear, especially for international visitors unfamiliar with the area or surf scene.

My Approach

I wrote the original website copy to establish a voice that felt warm, local, and trustworthy. As the brand evolved, I returned to lead a strategic refresh, starting with a creative brief and tone of voice guide to define brand messaging for the long term.

Next, I refined the website copy to better connect with beginner and intermediate surfers, shifting to benefit-led language that built trust and lowered the barrier to booking a lesson.

To support long-term organic growth, I also developed and launched a full content strategy for the USurf blog. This included:

• Keyword research targeting surf travelers and Indonesia-bound nomads
• A long-term editorial calendar with SEO-driven, evergreen blog topics
• An affiliate content plan to generate new revenue streams
• Planning blog content that educates, inspires, and supports booking decisions

The Result

USurf now has clear, confident messaging across its website and a tone guide to reference for future content. The new blog strategy positions the brand for long-term SEO growth while reinforcing its credibility with highly useful content for surfers and travelers.

The result is a content ecosystem that works together, bringing in organic traffic, building trust, and helping more people feel ready to paddle out.