I made the mistake of booking a car recently and then googling the hire company. The second organic link, after the hire company’s own website, was from TripAdvisor. The page title was ‘AVOID Via Kiwi car rentals’ (name changed). My heart sank. Clicking through to the whole post, though, the picture became clearer. A couple [...]
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.