AJ, Director of Ace Accountancy in Sutton, Surrey was looking to boost the effectiveness of his website through updating the copy. This involved greater use of key phrases and words but even more importantly reflecting the proposition and brand of the business. AJ wanted to challenge the ‘dry’ perception of accountancy by showing the happy and helpful service offered to customers. It was clear to me that AJ’s personality and warmth needed to come across in the copy, by making it engaging, friendly and speaking to the small business-owner rather than overly technical and full of jargon.
A thorough briefing session with the client designed to extract the selling points, benefits, story, aspirations, target audience and personality of the business.
Time spent researching existing marketing materials, the market sector, competitors as well as detailed research.
Before writing anything, I developed the core messages. Established the tone of voice. Created themes. Defined the words and phrases that would resonate with the target audience and as well as support the SEO strategy.
Crafting engaging, compelling, creative copy which was on brand, spoke in the right tone of voice for the audience and conveyed the information needed clearly.
Careful and strategic use of keywords and phrases to support organic SEO; working closely with the web developers in analysing the right keywords to target for the best results.
The copy is proofed and reproofed as many times as necessary to ensure accuracy.