Strategic Copy Repositioning

International agency Vailio approached me with a hypothesis about repositioning their web development services. I developed a copywriting strategy and content logic for their landing page.

Client: Vailio Agency — International creative agency (10+ years experience, 52 experts, EU & North America markets)

Challenge:

Blurred positioning among web agency competitors

Lack of clear market differentiation

Need to test new positioning hypothesis

Strategy:

Core Hypothesis: Position as agency that builds websites around existing brand identity

Target Audience: Companies with established branding seeking fast, professional web launch

Unique Positioning: "Got your logo and brand style? We'll build your website around it"

Copywriting Solution:

Tone of Voice: Confident, direct, energetic tone of young creative agency

Key Messages: "You’ve got the brand. We build the site." with emphasis on speed and professionalism

Creative Concept: Three-stage process as communication foundation

Process:

Target audience analysis and needs assessment

Landing page structure development aligned with client hypothesis

Copywriting logic creation for each section

Integration of social proof and objection handling

Deliverables:

Complete copywriting logic for vailio.agency/web landing page

8-section structure with clear conversion funnel

Call-to-action system with anchor links

Content for 6 client case studies with results

Process-based positioning outperforms service-based positioning

Focusing on client's existing assets (brand identity) reduces purchase barriers

Social proof via case studies beats abstract benefits