A quick word about us

Welcome to TRACE. We are a boutique copywriting and organic SEO agency led by James Watling and Laura Hietala with teams in California, Europe, Asia and Australia servicing clients in the luxury lifestyle, technology and wellness sectors.

Coming from a fifteen year professional career in magazine, book and digital publishing James setup TRACE in 2015 producing content for brands in the lifestyle and hospitality sectors. As interest in traditional print media declined and demand for quality content increased James started to specialise in copywriting for the luxury hospitality sector whilst bringing in a team of talent to manage other developing industry sectors.

As we grew to meet client needs we launched the technical division of TRACE in 2018 led by Laura and her team who specialises in ensuring the content you invest in actively works for your business online. Since 2018 we have taken established and emerging brands to position #1 on page #1 on Google ensuring that brands and businesses alike not only communicate value clearly with their audience, but also connect directly to active audience searches that convert to leads, bookings, purchases and real revenue generation which we track and trace every month as part of our Organic Enterprise Program service.

James and Laura personally oversee every aspect of each of our client accounts at TRACE, ensuring the quality of service and results we generate are maintained to the highest possible standard. Our team of content creators and technical strategists in four continents around the world manage a growing portfolio of some of the most dynamic and recognisable lifestyle brands in business today.

What we do

Content that converts

At TRACE we believe words matter. We create compelling content to engage your customers, build trust in your brand and most importantly generate more leads to your business. We adopt a dual strategy at TRACE with our dedicated team of copywriters and content creatives working on back and front of house copy whilst our technical team manages high level organic SEO strategies under the hood.

We provide content services on a spec and retainer basis for businesses whilst our SEO retainer program is custom built to meet the specific needs of businesses who need to connect with their true audience in the most cost effective manner possible without the need for expensive paid advertising solutions. We offer combination retainer packages for both our copywriting and SEO service options.

Our team

Meet our team of specialists

Our team works as a natural extension to your marketing division. Clients of TRACE choose to engage us either as a standalone outsourced department or client side, integrated with their team across multiple departments.


Laura Hietala

Laura Hietala

James Watling

James Watling

Gilly Valentine

Gilly Valentine



Our clients and associated partners

From world class corporate brands to high performing private enterprises TRACE powers creative and technical solutions. We’re privileged to be working and partnered with some of the most established and dynamic names operating in business today.


Kimpton Hotels & Restaurants
Kimpton Naranta Bali
W Hotels
ATON Center
Clinic 77
Ku de ta Bali
South Pacific Private