Website copywriting for an exhibition and display graphics agency

Studio2 are a fabulous Bristol business. They own state-of-the-art large format printers used to produce internal and external signage, custom wallpaper and vehicle wraps among other products. When they decided to invest in a stylish new website and an SEO strategy, they knew they would need high quality copy to match, so they called On Point Copywriting…

When they decided to invest in a stylish new website and an SEO strategy, Studio2 knew they would need high quality copy to match, so they called On Point Copywriting…

The challenge

With experienced web developers and SEO specialists lined up, it was important that the copy matched the quality of the rest of the project. Studio2 wanted to turn their web presence into a lead generating machine.

As is so often the case there was a time pressure element to the job in terms of opportunity cost: every week that the new website was not live was a week in which they were not getting leads from the new strategy they were investing in.

SEO presents its own set of challenges as it is a zero-sum game – only one company can be top of a search engine. Fortunately, we would be working alongside one of the UK’s leading SEO agencies.

The solution

With the technical SEO and website development in hand, we had to design a copy architecture that would support these, as well as match the client’s operations. Over the course of two meetings we presented how we could achieve this with hierarchical landing pages for the three different business areas and the products contained within each.

We identified what the most common traits and needs of customers were so that these could be addressed on every page of the website. This led to a reassuring tone which promised to personally help customers through buying decisions rather than just listing product after product.

We also devised structural templates for the copy on each page type to give the website a sense of consistency and also ensure the copywriting project was delivered with maximum efficiency – giving both speed and cost benefits to the client.

The impact

Aside from the quality, when copy is not outsourced to specialists like On Point Copywriting, it can often be the main bottleneck in a new website project. The Studio2 website had no such problems and was created within the client’s desired timeline. The end result looks great and is already starting to deliver results with Google position rankings for key pages increasing significantly. Studio2 are already also enjoying a rise in the number of enquiries they are receiving from their website.

I found the planning meetings really useful for understanding how the copy could be written to tie in with our business goals, whilst getting over the personality of our family-run business.

On Point Copywriting worked hard to get the copy ready for us in the timescales we required so that we could get our website up and running as quickly as possible. Using a copywriter when investing in a new website helps speed things along and get that expert input on connecting with your customer base.

Gary Jenkinson, Owner, Studio2