Sean O'Toole
Conversion-focused copywriter
Let a Webby-winning conversion geek clarify your message, so everything you say just clicks.
"This type of talent is extremely rare."
"Sean is my secret weapon. He got a lot of materials to go through, and what he delivered was pure magic.I've worked with other copywriters and let me tell you, this type of talent is extremely rare. Do yourself a favor and book him while you still have a chance."
- Kathy Svetina
Founder, NewCastle Finance
Samples
Paro's “Staff Augmentation” sales page
Industry: B2B finance
Role: Landing page copywriting
2024
To the target reader, this CPA staffing service feels potentially A) expensive, B) complicated, and C) risky as heck.So converting cold traffic requires an argument so clear, thorough, and specific that even newcomers can buy into all the whys and the hows of it.
NewCastle Finance home page
Industry: B2B finance
Role: Brand strategy & copy
2024
This boutique fractional CFO company knew exactly who they were good at helping: small, women-owned businesses that were outgrowing their simple financial infrastructure.But their old site was talking all around that idea without ever spitting it out. So this rewrite makes it unmistakable, from the headline on down.
Email Case Study: Groupon Select launch
Industry: Ecommerce
Role: Email strategy & copy
2019
How do you write for an audience that already loves your company but has no clue what your new premium membership involves?That was the thorny “stage of awareness” dilemma we had to solve to successfully launch Groupon Select (i.e. Groupon’s Amazon Prime).
Charity Ratings Guide Pts. 1 & 2
Industry: Nonprofit
Role: SEO content writing
2022
We knew our audience of informed, sophisticated donors liked details.
But existing articles on this topic were paper-thin and read like they’d all been plagiarized from each other.So we saw an opportunity in going deep.The result: a 2-part, 3500-word mega post that became a go-to for impressing prospective givers.
Bonus: Headline Writing
Industry: Various
Role: Blog & newsletter writing
2016-2025
Headlines have to work harder than ever to earn our attention. These “before and after” headline edits show how to fight hard for clicks without sounding like clickbait.
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