CASE STUDY: Website copywriting for machine movers

CASE STUDY: Website copywriting for machine movers

Client: An industry leader in machinery moving

Project: Website copywriting for machine movers

Requirements: Written content for new 18 page website to reflect their service and industry position. Content to be structured around the page structure already set out on new site, with the addition of subpages under select headings.

Key Objectives: Due to recent growth, the new website needed to align with a more modern, dynamic and professional service to appeal to blue chip clients as well as local concerns. Written content needed to focus on both national and local/regional services as well as international.

Details: Having undergone recent changes, their services offering had evolved and the new content structure needed to take this into consideration and prioritise their current deliverables. Tone needed to be professional with a friendly edge. It was clear from my conversations with them that they are very hands-on with their customers, and customer service is of paramount importance, so their website copy needed to reflect this and be approachable. I included sufficient technical terminology to explain the services without being too bogged down in technical jargon or terms, keeping these to bulleted lists or simple sections and therefore easy to read and navigate. Also, given that each project spec is different, we were able to keep much of the technical overviews to the case studies.  During the project I worked in coordination with a client-side project manager and an external website development agency. The project involved team member interview questions to create team profiles for their ‘About Us’ page and also a review of client case studies as well as user experience and SEO considerations throughout.

Result: The client launched their new website as planned and the copywriting was signed off on time and on budget. The Business Development Director of the company said: ‘We were very pleased with the input from yourself and it was wonderful to be able to give the information to you and you just delivered it back with a polished and flowing script which was great!’

September 30, 2017 / Content Marketing, Copywriting, SEO, Websites

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About the Author

Hi, I’m the owner of WriteCloud, a virtual assistant and freelance copywriter based in Kent. I help consultants, small businesses and organisations make the most of their time by taking care of their admin, online content or social media.


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