SEO Website Copywriting - Pitstop
Fred B
Copy Editor
Copywriter
SEO Writer
Figma
Google Analytics
Google Drive
Google Search Console
WordPress
Pitstop
Efir Media
Project Summary
Pitstop uses AI and machine learning to help automotive customers and enterprises get more from their vehicle data. As a growing startup, their branding, website design, and copy weren’t illustrating the full potential of their technology to their three key audiences.
Over a few months, I helped them streamline their website copy as part of the design team, culminating in a clear, refined look and language that helped them take their company to a new level as they progressed through rounds of series funding.
What happened?
Kick-off call ✔️
Diving into fundamental business, market, competitor and customer questions.
Understanding current vs ideal brand personality
Aligning content production around overall project goals and future business objectives
Guiding north star of project ⭐ How can we merge great copy, eye-catching branding and stunning design to help Pitstop achieve their short, medium, and long-term business goals?
Discovery and Audits ✔️
Conducting further market, competitor, customer, and business research
SEO audit and target keyword analysis
Learning industry acronyms, common industry terms, and understanding the future trajectory of AI & machine learning in the automotive sphere.
Followup calls to ask further questions about the business model, benefits, or specific industry terms (e.g. predictive maintenance vs predictive analytics)
Moodboard #1 for Pitstop - Clean, white space and punchy, one-line statements
Sitemap ✔️
Drafting of three versions done in combination with the design team, determining KPIs for each page
Completed in Figma
Sitemap V1
Homepage skeleton copy ✔️
Sketching out content flow ideas and determining CTA points, tone of voice and visual layout
Drafted in Google Docs and collaborated with client over comments, email and calls
V1 of full homepage copy ✔️
Building approved homepage skeleton out into a full homepage draft to be used in conjunction with design concept page
Content infused with target keywords defined during discovery phase
V1 of the homepage produced for the client
Remaining pages ✔️
Once general creative direction and tone of voice had been approved, the copy for the remaining pages was drafted and put through rounds of feedback
QA ✔️
Final grammar, design and diagnostic tests were then run on the website pages prior to moving into development on WordPress
Final mockup on mobile
Post-project support ✔️
Keyword monitoring and search term troubleshooting on Google Search Console
Challenge: Stopping junk links from spam sites affecting ranking and site performance
Fred really nailed the content of our website. He dove in deep on the research and understanding of our space. The feedback on our socials have been very positive for our new look and language! In addition, our site won the most coveted award on Behance by being featured on Behance.net in February 2022. - Jessica, Marketing Manager at Pitstop
Looking to work with a copywriter who just gets it?
Drop me a line!
2021
