StoryBrand Guided Brand Voice & Website Copy
Britt Mueller
Overview 🔎
CAMICO needed new messaging to go along with their updated website and branding, which was being handled by @StyleSite.
Problem & Solution 🤝
As the messaging expert on the project, it was my job to take the very corporate-jargon heavy text of the existing website and turn it into client friendly messaging. This included walking CAMICO through a StoryBrand-inspired process to really hone in on what they deliver to their clients. Additionally, all changes were weighed against existing text to ensure SEO positioning was not lost.
Process 🛣
The process looked like this:
❇️ Discovery: Working with the head of marketing, we took a deep dive into client motivations and how to best speak to them. We created a BrandScript and multiple one-liners based on StoryBrand principles.
❇️ Writing: Working with the Brand Script and new wireframe, we started with the homepage copy. I would write a draft, send for feedback, and make revisions. We followed this pattern for 20+ pages.
❇️ Implementation: Before making the copy live on the website, we reviewed to make sure there was an adequate dispersal of critical keywords throughout the text, as well as ensuring that high performing SEO copy was not too significantly altered as to effect the rankings of the site.
❇️Handoff: From a copy perspective, the site was ready for launch. At this time, certain customized elements of the site were being built and the new website had not been launched. You can see a video of the site above.
Results 🎁
The marketing and sales teams were extremely pleased with the new client focused messaging.
