Once upon a time there was a brand

Like a lot of brands they wanted to grow.

And like a lot of brands that meant focusing more online. Which was a shame because their website had become a confusing mess.

There was no clear positioning, no creativity, no clarity. Not even a story. There was no reason for anyone to give this brand the time of day. Let alone any credit card details.

Because this brand couldn’t afford to hire writers in-house, they tried some people from the office. Leaving something as critical as the website to unprofessional writers was asking for trouble. It ended in disaster. (Kerry in accounts still won’t talk to Shelly.)

Then they hired some good looking writers from their public relations firm. But the new homepage read like a press release. All fluff and air kisses.

Next they hired some brash young freelance copywriters. But the writing was loud and bombastic, full of innuendo and wordplay. And ended up alienating way too many people.

It was hair-yankingly frustrating. Aside from scream therapy, the brand didn’t know where to turn.

That’s when I reached out with a few ideas on how to write a more creative, more effective website that could help the brand grow. Starting with the homepage.

They were little gun shy. But impressed by my clients that included ABC, Foxtel, SBS, Orica, Porsche, Nike and Qantas. And intrigued by the fee-back guarantee.

I quickly distilled what their website could be by concentrating on what made the brand special.

Not tactics or technology, not platforms or social media. But the brand’s unique perspective and point of difference. With creative ideas and themes best expressed through words and language, syntax and story.

No more countless hours agonising over language, no more time-wasting meetings, no more worries and stress.

After the new mockup and copy were approved, the new pages were easily updated in under an hour.

Suddenly the website was more effective than ever.

And the brand grew happily ever after.

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