We’ve already got a client building the site, but we could use some help with the content.”
Woods Squared came to us halfway through a website build which was begun with another supplier – a designer they knew well, and whose work they were happy with. But as they started the project they realised that their website designer was asking them to provide content for all the new pages, and that was a daunting (and extremely time-intensive) task.
Here are the marketing principles that applied along the way:
- Prepare website pages for niche areas: Many firms have page after page of supposed ‘specialisms’, but every page has the same content with a few words changed. In this firm’s case, they had a bona fide specialism in accessing finance – with the case studies to prove it. They had a clear process, brochures, packages, and an entire marketing campaign waiting to go out. All they needed was a foundational page.
- Bring your most powerful messages to the front: Hidden in the depths of Woods Squared’s very crowded old website was this statement: “We have a 100% track record in accessing funding for our clients.” When we saw that, we dragged it out of the darkness and into the marvellous light of the new Woods Squared home page. And, of course, their new ‘access to finance’ landing page.
- Use what you have. Normally we’d recommend that you combine strategy, content, design, and website development all together in one place. It’s cleaner and faster, and reduces duplication. But in this instance Woods had already engaged their website designer, and the project was already begun. Why start over? Use what you have, and make it better. We worked with their designer to provide him with the content and imagery he needed, and the end result came together.
- Have a personality: The team had a few caricatures on the old website, and always got great feedback on them. Those came to the fore on the new About Us page … including an identified alter ego for each team member.
The resulting site was a great fit for Woods and their audience – and miles ahead from where it began!