Case Study: Copywriting for Engage (Customer Engagement Tool)

Engage is a Customer Engagement tool for businesses looking to automate and personalize messages across email, SMS, push notifications, website banners, live chat and more.

Challenge:

They had expanded to add product features and needed customer-friendly copy for the new feature pages and a revamp for the homepage.

Solution:

1. Interview

After some calls with the Founder, I extracted information on:

Tone of Voice

Engage’s Services

Target Audience

USPs

Selling Points

Customer Pain Points

Brand Identity Spectrum

Positioning Statement

2. Audience Research

I then conducted audience research to determine:

Focus Geography

Behaviours

Pain Points

Interests

Professional Status

Customer Journey Stage

Language

Social Media Usage

Communication Preferences

Expectations

Barriers to Platform Use

3. Benchmark Research

Next, I compared Engage's vitals with their competitors and looked at:

Average Monthly Traffic (Organic)

Upward/Downward Trend (Six Months)

Domain Rating

LCP/FID/CLS

Backlinks

Top Keywords

Top Pages

I then listed up to 68 relevant keywords, grouped by traffic value and relevance...

...and wrote new meta titles and descriptions for the old and new pages.

4. Copywriting

After all this research, copy for the 11 pages was naturally written.

Before:

After:

Deliverables:

Homepage Copy

10 Feature Pages

Meta Data

Visit the Engage website:

Work with me: