WEBSITE CONTENT WRITING CASE STUDIES

The client

• SBD is a technology company that offers technical research and consultancy to major car manufacturers.

The brief

• Create clear, targeted content for a new website.

• Position SBD’s unique value.

• Help generate new sales leads.

• Support recruitment though engagement with prospective employees.

The challenge

• Complex products and services.

• A range of audiences (each with very different needs).

• The content needed to be simple, accessible, yet credible to a technical audience who value detail and numerical data.

What I did

• Understand the audience. Structured interviews, customer feedback, and the creation of buyer personas helped me achieve a detailed understanding of the target audience.

• Build a business case. With the help of SBD’s research team, I identified some fresh, impactful data that would add credibility and bring the commercial case to life.

• Brand positioning. A series of short, problem based stories helped explain SBD’s unique value.

• Lead generation. Eye-catching headings, a targeted message, and a simple call to action made it easy for visitors to find what they need.

• Careers page. Energy packed, inspiring copywriting that really captures the vision, culture, and values of SBD.

• A clear, targeted proposition that continues to resonate with new and existing clients.

• Improved awareness of products and services (based on internal feedback).

• A significant increase in new enquiries and visitor engagement (average visit duration, number of pages viewed).