Strategy | Copywriting | SEO & AIO

We help technical businesses show up and win new clients.

By perfecting the fundamentals:

Clear positioning, valuable content, and technical best practice.

Our clients build lasting authority and win new business.

Let's Talk

  • "Lou translates our industry's complexity into engaging case studies across the energy and finance industry in NZ and Australia. Our clients enjoy the process because Lou knows how to capture what's critical for them."



    Steve Chevallier-Boutell
    Client Director at YouDo
    Bespoke software development

  • "These are the kind of leads we've really wanted for a long time, and it's 100% tied to the positioning lowercase has established for us. They’ve helped us shape how we show up in the marketplace, and the content helps our team talk to clients and prospects."


    Garrett Goldman
    CEO at StateWP
    WordPress website maintenance

  • "lowercase helped us dive into dry, technical topics and breathe life into them. I would have believed their team had 5-10 years in cybersecurity judging by the content they produced. Our CISO Burnout report has fueled our talks at CISO events around the world."


    James Heron
    Marketing Manager
    Cybersecurity SaaS

  • "The value is in the collaboration. I never have to come to meetings with all the ideas. The ideas come from your side, which is a huge help because there’s a ton of things requiring our attention."




    Lucy Dewhurst
    Content Lead at TestGorilla
    HR Tech

What we do

Strategy

Uncover what’s holding you back, identify the quick wins, and what to prioritise for real organic growth.

You’ll get a practical plan that connects the dots between positioning, audience, and SEO tactics.

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Copywriting

A return to the craft, resulting in content that stands out from the sea of sameness.

We cover website copy, case studies, thought leadership, and research reports.

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Who we are

I started lowercase in 2020 to help tech companies write better content.

The consistent feedback we got from clients was “you don’t just write for us, you think with us.”

So our service naturally evolved to cover strategy, reporting, and the system that ties it together.

Whether you call it SEO, AIO, or just organic growth, this is a long-term game.

Partnership is what bridges the gap between deciding what content to publish today and generating leads with it in a year.

It’s proactive recommendations.

It’s analysis that leaves no stone unturned.

And it’s the clarity gained by approaching content as a practice.

By working with us, you’re tapping into a specialist team that does the “thinking” and the “doing”, offering more depth and responsiveness than your typical marketing agency.

– Louise (Lou) McNally, Founder

When we help

Outdated language

The business has evolved, but the website hasn’t.

Flat messaging

Current content is messy and mediocre.

Unclear direction

No clarity or momentum with SEO and AIO.

What you get

Clear decisions

Where to focus. What not to touch. What to do next.

Usable assets

Assets that sales can send without rewrites or caveats.

Less rework

Fewer back-and-forths and second-guessing.

FAQs

  • Item descriptioIs this “just” copywriting?

    No.

    Writing is part of the work, but the value comes from the decisions behind it: what to say, what not to say, and how everything fits together.

    If you only need words on a page, there are obviously faster and cheaper ways to get them.

  • Yes, as part of synthesizing data, sense-checking concepts, and experimenting with word choices.

    ChatGPT can be useful for brainstorming, but it’s never a shortcut for learning or judgment. We’re big believers in working analog.

    Our SEO tools utilize AI, which is great for directional insights.

    We don’t outsource thinking, positioning, or voice to these tools, though.

    Everything we share with clients has been crafted, interrogated, and defended by people who understand the business and the stakes of the project.

  • Together, we’ll work out what makes the most sense out of:

    1. Fractional Head of Content. We provide reporting, strategy, and briefs for your internal experts to write and publish.

    2. We’re your Content Team handling all the planning, writing, publishing, and reporting.

  • Absolutely.

    All we need is:

    • A consistent point of contact who can review briefs and approve content

    • Access to someone who speaks directly to your customers to answer our questions

    We’ll also check that publishing content and updating the website is a straightforward process.

  • In most cases, you’ll see positive signals within 3 months and then between 6-24 months to see consistent leads coming through.

    That’s a broad scope, but those are the two ends of the spectrum in our experience.

    Time to ROI depends on many factors.

    We’ll never make hotshot promises or chase vanity metrics.

    We'll set out clear short and long-term goals, and explain how they fit together.

  • Our success depends on your availability for approvals (especially at the beginning) and how easy it is to make changes and publish content on the website.

    We’ll ask for your perspective on chosen topics at the start and end of each month for reviewing outlines and approving final drafts.

    In many cases (especially for case studies), we’ll interview your clients to extract the language and logic that your best-fit customers use when they’re buying. 

  • We don’t offer web design right now, but we can create basic but tasteful infographics to bring the content to life and help with distribution on socials.

  • No, we stick to strategy for SEO, digital PR, and brand marketing projects.

    Happy to connect you with some great specialists, though!