Campertrolley is a portable, remote-controlled device that takes the frustration (and hernias) out of manoeuvering caravans, boats and light aircraft into tight spaces in congested locations.
The copy supplied by the client to web designers, Wolf Tracks focused only on the technical features of these versatile ‘mini tractors’, and targeted caravan owners. The fact that it could also be used for boats and light aircraft was almost an afterthought.
So, the first step was a logical and, as it turned out, easy one: Convince the client that our copywriting should broaden Campertrolley’s market by pitching it as a solution for caravan, boat and light aircraft owners alike. (A smart move: many buyers had more than one – some had all three!)
Next, we turned the spotlight on its unique user benefits for a market used to positioning van, boats or planes the hard way, focusing on its advantages over similar devices.
The client loved our ‘big boys’ toys’ opening and, as you can see from his testimonial, was delighted with the result too.
The copy had been a real sticking point; it had already delayed the site, which only needed the copy to be complete. Wolf Tracks appreciated the quick turnaround, so they could put the job to bed (and get paid!).
“I thought I had written a great product description until I gave it to Editeam. Laurie transformed my copy into a precise, informative product description. He even managed to make a dry subject more readable by adding a little humour. I will be using Editeam’s professional copywriting services again.”
– Neil McIntosh , Managing Director,
Austdan Trading Pty Ltd (Import/Export)
Monday, August 16, 2010
Web developers, Wolf Tracks engaged us to create SEO content for an enviro-friendly beachside resort on the NSW Mid-North Coast.
We worked directly with the client to identify the resort’s key selling points – its close proximity to the beach, the privacy of its secluded beach huts, its award-winning café-restaurant, versatile function facilities, and on-site management.
Our SEO copy pitched the property as the perfect, close-to-the-city holiday and function venue for families, couples, weddings and other corporate and private events in modern, well-equipped accommodation and facilities. We put a particular emphasis on the local area’s abundant natural beauty.
We also rewrote the Guest Information booklet in Plain language to make it less formal and more user-friendly, and suitable for use online.
They were delighted. So was Wolf Tracks, who got the copywriting that worked well with their classy design, and was delivered on time to a fixed price.
"Laurie was very approachable. He listened to our ideas and had lots of good advice too. We are delighted we contacted Editeam to write the SEO content for our new website."
– Chris and Robyn Lemon,
Moby's Beachside Retreat,
Pacific Palms, NSW (Australia).
Tuesday, July 13, 2010
ACME Black + White is not your average photography and design workshop.
In fact, it’s more like a fine-arts studio.
ACME asked Editeam to create website content that captured the design company’s artistic flair without alienating its commercial clients.
Our goal was to write concise service summaries that captured the company’s creative essence without distracting from their gallery of images.
We were able to:
* Seamlessly link our client’s disparate services.
* Establish the connection between services and resources.
* Tailor our copy to existing page templates.
Editeam’s spare copywriting struck the artistic-commercial balance: raising the company’s profile as a centre for creative excellence, without sacrificing sales enquiries.
ACME Black + White’s web copy has broadened the appeal of the company’s very specialised photography and design service.
Tuesday, May 25, 2010
JustRosters is an Internet application that makes it easy for business owners and managers to create and distribute rosters.
JustRosters’ management asked us to rewrite the website’s content to introduce the product. Since user friendliness was the major selling point, it was vital to use easy-to-understand language.
We ensured that visitors to the site knew exactly how the product improved their business. We ensured the benefits were clearly explained while highlighting the application’s many features.
One issue with this project was explaining JustRosters’ price structure. There were several packages and each was slightly different. There was also an introductory offer to be promoted.
* cut down on wordy explanations,
* focused on customer benefits, and
* lead with the benefits.
JustRosters is not offering a service; it’s offering a solution. Visitors know exactly how this product will solve the problem with rosters.
Thursday, May 13, 2010
Brisbane company, Starline Security has a strong reputation as a supplier of security screens and doors.
The company asked us for website copywriting that reflected this.
To emphasise Starline's professionalism, customer service and reliability, we recommended the copy should highlight the case studies, feedback form, and company profile that confirmed the company’s decades-long track record.
Visitors to the website were regularly directed to a case study and feedback pages, reassuring them Starlight Security was not a ‘one-day wonder’.
The client also wanted us to incorporate effective SEO into the copy.
To achieve this, we first analysed Starlight’s products and industry. Then we wove keywords, terms and phrases into our copywriting, including headings and metatags.
* Boosted Starlight Security’s searching engine rankings.
* Delivered qualified sales leads from potential customers who were searching online for a reputable supplier.
Importantly, we achieved SEO without sacrificing readability.
The result: a happy client who is busier than ever.
Tuesday, May 04, 2010
Company: Department of Treasury and Finance (Victoria)
Client: Create IT
This project was a little out of the box. We wrote a five-minute video script to be used with footage already shot by the client, Create IT.
The video was to introduce a successful land-rejuvenation program that was initiated by the Department of Treasury in Victoria.
The aim of the video was to highlight the success of the rejuvenation program at the Highett Gasworks site. We were provided with the notes and the required structure of the script. The structure started with the history of the site that was rejuvenated, the process and finally the outcomes. We were to also mention all the groups involved in the project and their roles.
Simply maintaining the structure from the history to the outcomes would have made the video a little sterile. So we started the video by showing how important the land is to future development of Melbourne. This was reiterated in more detail in the conclusion, which also mentioned how the site would contribute to Melbourne’s growth goals.
The introduction was in sharp contrast to the history of the site, which helped raise the audience’s interest in the process, which was covered in the rest of the video.
Sunday, April 18, 2010
Prime Engineering is a Brisbane-based mechanical manufacturer where precision in engineering has long been the core to the company’s success. The company was redesigning its website and required web copy that pushed it’s quality-in-engineering focus.
We achieved the web-content goals by mentioning the company’s motto; “It’s spot on; or it’s nothing at all”, on every page of the website, and connecting that idea to the services offered. There were two features of the company that helped to support the precision push – the state-of-the-art machines in the workshop, and the engineering experience of management.
One service that received a lot of attention throughout the web content and keyword research was the design and fabrication of custom machinery. We stressed that the company could only build custom machinery because of its focus on precision.
The company also required keywords and descriptions for the meta tags on each page.
Saturday, April 17, 2010
Astro Visual required new web copy for an existing website. Astro Visual wanted to position itself as a full-support service in website design and development. This service would differentiate it from most of its direct competition that were focusing on the end-user maintaining his or her own websites with a Content Management System (CMS).
Focusing on the support that the Astro Visual team provided its customers, also fitted in well with its conference-website management service. This market was a big chunk of Astro Visual’s business.
It was also important for Astro Visual to show that it could handled all online requirements for clients, so the copy ensured a visitor would see all services offered, including web design, web development, hosting and SEO.