All Portfolio posts

Letting a company’s current customers sell to new ones

July 15, 2009

ChurchInsight have been providing websites to churches, charities and other organisations since 2002, developing and improving their platform many times over along the way.

I came into their new UK sales web site project as a copywriter, but ended up having a big say in the overall structure and tone of the site. Insight does so much that the important thing was to draw out a few selling points clearly and simply instead of trying to get them all in and losing people in the ensuing melee.

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Combining diverse voices, motivations and media on one site

July 13, 2009

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 benfits that their membership has brought them, and the staff need to make sense of it all behind the scenes.

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Editing the secrets in

July 8, 2009

Cantle is a coaching business that needs to be experienced to be believed. Owner Jim McNeish’s clients come (falling over one another) from word of mouth. It is in his interest to stay hidden to raise curiosity and appetite.

So editing Cantle’s first web site was about making sure that the descriptions enticed without giving too much away. The copy worked with sumptuous photography to wet potential client’s appetites. Not giving too much away meant keeping the blocks of prose short and allowing plenty of white space to let the content breathe on the page – essential for the tone of the organisation whose tagline is ‘breathing life back into organisations’.

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spoon62 Gabriel Smy is a writer working on the web. His passion is making things clear. He is a Content Strategist for a small but perfectly formed web company in Cambridge, UK. As well as SmyWord, he runs the poetry blog Verbatim and writes about his first novel at Tongues of Men. Of course, you should follow him on twitter here.

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