CASE STUDY: Laidlaw Associates
SERVICES USED: Website Copywriting
Laidlaw Associates needed copy for the company website that would demonstrate the team’s capabilities to prospective clients. Director, Caroline, needed a copywriter who could:
Turn her ideas into client-centred copy that inspired trust
Support her web developer to create a smooth user journey
Identify keywords to target for each page
Write copy that meets SEO best practices.
STEP 1: Develop a solid understanding
Before we wrote a word, we worked with Caroline to develop a clear creative brief for the project and developed an understanding of:
The company, the services that it offers and its USP
The target market and its segments
The competition and Laidlaw Associate’s place in the market
The information and message that each page needed to convey.
STEP 2: Identify keywords that would work for each page
Once we had a clear idea of what each page needed to cover, we identified page keywords that would fit with Laidlaw Associates’ services.
STEP 3: SEO copywriting
With keywords identified, we set to work creating web page copy that followed SEO best practices.
STEP 4: Diagram design
Some of the concepts that Caroline wanted to describe on the website were complex. We designed a diagram to help the reader digest the information and to make the information scannable.
STEP 5: Search results page optimisation
We created title tags and meta descriptions that would help with SEO and encourage searchers to click on links to Laidlaw Associates web pages.
STEP 6: Web page wireframes and mark-up notes
We developed wireframes for each page (mock-ups of the page layout). These were designed to help the web developer design pages that:
Were easy to read
Aided user navigation between pages
Encouraged the user to take action.
The wireframes gave us design foundations to build out from, allowing us to work as a team with Caroline and the web developer to refine the site’s look and feel.
We also created mark-up notes for the web copy to instruct the web developer on how to code the text in line with SEO requirements.
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