Matt
Ruiz-Miralles
copywriter | marketing strategist
I spread your product's unique advantages like wildfire to stand out from the noise, converting your readers into customers.
Work
Liam's Property Care
Liam’s Property Care is a Calgary-based service business offering seasonal property maintenance to commercial and residential clients.
The Opportunity
Website Strategy, Design & Copy Revamp
Liam's Property Care partnered with me to launch a modern, lead-generation website designed to clearly communicate their services and capture client inquiries. Before the redesign, the existing website presented several gaps that made it difficult for visitors to understand the company’s offerings and submit inquiries, including:• 2 webpages (Home, Contact) with minimal service details and photos
• Forms with minimal call-to-actions, making it unclear which services each inquiry was for
• No clearly structured user journey guiding visitors through the company's service offerings
• Messaging that relied on bold claims with minimal supporting proof
• No clear distinction between commercial and residential service audiences
• Limited on-page and technical SEO structure
Strategy
My approach focused on:• Ensuring mobile and desktop responsiveness
• Designing an accessible and easy to navigate 7-page website
• Clarifying the core promise in the hero section
• Creating conversion-focused forms. clearer call-to-actions, and showcasing photos of the company's work
• Structuring the website around capturing leads and building trust
• Writing copy that highlights benefits, outcomes, and addresses objections
• Setting up tracking and analytics tools to understand visitor behavior
• Improving on-page and technical SEO
Execution
• Transferred company domain name to new domain registrar, reducing annual renewal costs by 50 percent
• Moved the site to a website builder with far better customization options, ensuring the client can easily update their online presence as they grow
• Designed the new fully responsive website and wrote all the copy for 7 webpages
• Made several quote request forms and clearer
call-to-actions to generate leads and increase inquiries
• Set up 301 redirects to preserve existing search visibility and ensure a smooth transition to the new site
• Installed Google Analytics and Google Search Console to track website performance
• Added on-page and technical SEO: clean titles, tags, site architecture
Results
• Generated 3,200 organic search impressions within the first 90 days, establishing early search visibility in a competitive local market
• Reached Page 2 on Google within 90 days for the high-intent keyword "Commercial property maintenance in Calgary" (without aggressive SEO or paid search)
• Strengthened service positioning and messaging clarity, supporting more confident and focused sales conversations
• Structured the site around clear service categories and intent-driven keywords to support long-term SEO growth
• Built a conversion-focused layout optimized for lead capture and future paid advertising campaigns
• Improved technical quality scores via Google Lighthouse:
-97 Accessibility
-100 Best Practices
-100 SEO
Visit The Website
Southern Alberta Institute of Technology - School of Business
Administrative Information Management (AIM)
Administrative Information Management (AIM) is a 2-year business diploma program focused on developing strong administrative skills, workplace communication, and professional conduct. Students learn how to become the backbone of a business by managing daily operations, writing and organizing business correspondence, and supporting teams through practical problem-solving and client service.
The Opportunity
Practicum Timelines
I collaborated with the AIM practicum coordinator for this project because:• The existing outdated timeline and information caused confusion among stakeholders
• Students struggled to track requirements and deadlines, leading to delays and repeated questions
• Practicum coordinators and employers required a step-by-step process and clear responsibilities to cooperate in the AIM practicum
Strategy
My strategy centered on:• Separating the practicum process into 2 clear target audience timelines, making each path easy to follow for staff, students and employers
• Reorganizing steps into a clear chronological flow to reduce confusion and address concerns
• Highlighting mandatory actions, deadlines, and responsibilities so students and employers understand when and how they fit in the process
Execution
• Reviewed existing practicum materials with client input, identifying outdated information and rewriting content to ensure clarity and relevance to staff, students, and employers
• Separated the practicum process into 2 tailored timelines so each audience only saw the information relevant to their responsibilities
• Designed 2 visual timelines that present the practicum process in a easy-to-follow format
• Improved visual hierarchy and labeling to reduce confusion and highlight key responsibilities
• Aligned the visuals with the AIM program's tone and branding
Results
Published on the AIM official practicum website, these timelines clarify the practicum process and help stakeholders understand their responsibilities easily.
Spec Project
COSRX Low pH Good Morning Cleanser Meta Ads & Emails
Images used in this project are for illustrative purposes only and are not my own. All copy, ad mockups and photo configurations were created by me.
The Opportunity
I created Meta ads and sales emails that address different customer pain points through specific messaging angles, offers, and conveying the product's unique selling points.
Strategy
• Identified the cleanser's key benefits and customer motivations that could influence purchase decisions
• Developed 3 messaging angles to address specific customer pain points
• Leveraged customer testimonials to address objections
• Used Meta ads and email to demonstrate copy versatility across top and middle of the funnel customer touchpoints
Execution
• Produced 3 Meta ad concepts, each built around a direct offer or promise, customer motivations, and pain points
• Wrote and designed 2 sales emails using different subject lines and persuasive angles to test messaging variety
• Focused on feature and benefit-driven copy, clear static ad creatives, and strong call-to-actions
Expected Outcomes
• Demonstrates the ability to write copy and design ad creatives across multiple channels, including paid social and email
• Shows how different messaging angles can address specific motivations and pain points
• Highlights social proof and testimonials to build credibility and address objections
• Copy communicates clear hooks, unique features and benefits, and call-to-actions
About
Hi, I'm Matt Ruiz-Miralles, a copywriter based in Calgary, Alberta, Canada.I focus on helping businesses with marketing. And make sales along the way. Now, here's what you can expect from me:• Direct response copy and clean design for your front-end and back-end marketing campaigns
• Comprehensive research about your product and target audience to create a winning strategy that melts away objections
• Tracking measurable results to improve and focus on the most important KPIs
• Rigorous testing and conversion rate optimization for your product assets and campaignsListen, I'm confident my service meets your expectations. But sometimes I'm not the right person for the job. If I feel your marketing can't be improved I'll tell you.Now, if you'd like to get in touch or have any questions or concerns then please click the button below.
CONTACT
If you have a project in mind or any questions, please click the button below. I'll get back to you within 1 to 2 business days. Thank you.