Alumi: Crafting Clear & Engaging Website Copy
- Matthew East
- Aug 5, 2024
- 2 min read
Website Copy Challenge
Alumi, a digital marketing agency, needed support to craft copy for their new website.
They had already created their brand values of Transparency, Expertise, and Education, so the copy needed to reflect this identity while clearly and engagingly communicating their specialism of PPC & SEO.
A further challenge was to write copy that would resonate with alumi's target audience, including:
Business owners
Marketing managers
To clearly convey Alumi's value proposition without relying on industry jargon.
Solution: Clear & Engaging Website Copy
We began by interviewing alumi's owners to understand what their commitment to transparency and education meant in practice. Through detailed discussions and research, we identified key messaging points that needed to be communicated on the website.
We crafted a friendly, persuasive, and easy-to-understand tone of voice, incorporating a hint of playfulness to make the content more engaging. This was particularly effective in the alumi call to actions used throughout the website, with one example being:
"Sound like your way of working? We'd love to talk." - alumi marketing
This approachable tone of voice commands action without feeling pressurising.
Our copywriting process included developing clear, concise headlines and body text highlighting alumi’s services and unique selling points:
"Transparency, clarity, and results you can measure." - alumi marketing
We avoided technical jargon, instead opting for straightforward language that would resonate with their target audience.
For the body copy, each section of the website was written to educate and inform:
"We believe the key to effective SEO is a great relationship.
To us that means deeply understanding your brand, its goals and your customers, then building a bespoke SEO strategy that's a fit for all three
These ensured that visitors would immediately understand Alumi's offerings and how they could benefit from them" – alumi marketing
Results
The website copy was enthusiastically approved by alumi's owners. The clear, engaging language effectively communicated their expertise and values, enhancing user experience and engagement.
The seamless integration of the tone of voice with the overall brand identity contributed to a cohesive and professional online presence, positioning alumi as a trusted, client-focused digital marketing agency.
