Brand Strategy, USP Development, Tone Guide, Website Copywriting
Client: USurf Batukaras | Industry: Surf & Travel
The Challenge
USurf Batukaras is a locally owned surf school in West Java, Indonesia, led by Ucup, a friendly, experienced coach with deep local roots and a laid-back but thoughtful approach to teaching.
The team needed a site that could:
Help beginner and intermediate surfers feel confident booking a lesson
Reflect Ucup’s authentic, grounded personality and coaching style
Reach more foreign travelers through content that drives organic growth
And above all, they needed messaging that felt real: warm, welcoming, and crystal clear for international visitors unfamiliar with the area or surf scene.
My Approach
I wrote the original website copy to establish a tone that felt friendly, trustworthy, and uniquely Batukaras. As the brand grew, I returned to lead a full strategic refresh, including a tone guide and SEO-smart copy rewrite to better support the business goals.
We focused on benefit-led messaging that met surfers where they’re at, broke down mental barriers to booking, and answered the kinds of questions people were already searching for.
At the same time, I launched a full blog strategy designed to attract long-term traffic and generate new revenue streams. This included:
Keyword research targeting surf travelers, Indonesia-bound digital nomads, and beginner surfers
An SEO-driven editorial calendar with evergreen topics and affiliate opportunities
Educational, inspiring blog content that supports booking decisions and showcases local knowledge
Optimization for AI-generated search results, using natural language and long-tail queries to boost visibility in emerging tools like ChatGPT and Google SGE
The Result
After implementing the new copy and content strategy, USurf saw a 20x increase in bookings and inquiries in just one month, thanks to stronger messaging, clearer user paths, and better visibility across both search engines and AI tools.
The blog now serves as both an SEO asset and a community resource, offering helpful insights for anyone curious about surfing in Batukaras. And with a tone guide and strategy in place, the USurf team is set up for consistent, cohesive growth moving forward.
This project goes beyond building out a website. It’s a surf school’s digital front porch, optimized for discovery, connection, and conversion.
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