Combining diverse voices, motivations and media on one site

I first worked on the Checkatrade web site as a copywriter. Checkatrade are a unique business, compiling a free directory of reliable tradespeople for the public, by selling a vetting and monitoring service to the tradespeople. The workmen and women sign up because they get so much work through it – because the public love finding tradespeople that they can trust.

The main challenge in furnishing the site with copy was writing for all the different audiences on the same site. The public are after a simple, useful and clear service. Tradespeople need to be sold memberships. Members need to enjoy the benefits that their membership has brought them, and the staff need to make sense of it all behind the scenes.

All on one web site.

Clear interface as a starting point for multiple users

It was not just about choosing the right voices, tone and vocabulary. Another consideration was that the site needed to remain a consistent whole: clearly addressing each audience on their own terms without breaking into discrete sections.

The further consideration was to maintain a transparency across the web site. The public could see the sales pitch to the tradespeople. Members could see how the public were engaged. So each piece of copy had to appeal to the motivations of its primary audience, while affirming the motivations of the any other parties who might be browsing off piste.

Each section needed to play its part in affirming the mutual benefits of the service.

Part of the work was in naming the concepts, processes, functions and elements of an innovative model so that everyone could understand them. The staff would call a process something logical to them, but which is confusing or obtuse to those using their service. As a content strategist you become the mediator – first grasping what the concept really is or does, before translating it for the customer. Then you need to convince the staff that the change is necessary, and teach them to either accept the new term, or more likely (and helpfully), to live with both.

Members Area screencast

Since the initial work I have been part of the team managing and developing checkatrade.com. This has included everything from scripting screencasts to writing blog posts. It is always a pleasure to work on something that you believe is actually providing a great service.

If you need a trustworthy plumber, you know where to look.