The brief came via award-winning digital design agency An Artful Science brought in to redesign the ITogether website. ITogether are an established network and security specialist based in Leeds.
THE PROBLEM: GOOGLE
ITogether sell cutting-edge products. Servers. Routers. Anti-virus software. But they weren’t alone. And everyone used the same product descriptions. Paste a paragraph from their portfolio into Google, you’d get hundreds of matches. One returned 597. The goal was to reduce that to a big fat 0.
ITogether also wanted to emphasise the aspect of their brand that set them apart: customer service. And do it fast to keep up with the redesign.
3 GOALS WERE SET
Rewrite product pages on the ITogether Store so that they contain 100% original material
Rewrite the company pages to make them more people-friendly
Work fast in line with the website design refresh
I STARTED WITH THE PRODUCT DESCRIPTIONS
Wow. Every line. Every heading riddled with jargon. Take the paragraph that returned 597 matches on Google:
The Check Point 2200 Appliance offers enterprise-grade security with leading performance in a compact desktop form factor. With its multi-core technology and six 1-gigabit Ethernet ports, the 2200 Appliance is easily capable of securing any branch office or small office.
How was I going to rewrite this? Unable to alter the techy stuff, I focused on the sales language. Then used Copyscape to check it was 100% original.
Taking the same paragraph above, I ended up with the following:
The perfect security solution for your small office or branch office, with its stunning multi-core technology and six 1-gigabit Ethernet ports, the award-winning Check Point 2200 Appliance combines enterprise-class security and matchless performance all wrapped up in a highly compact desktop form factor.
I then went to work on the company pages to meet the design deadline.
RESULT? ORIGINALITY PLUS PERSONALITY
All product page descriptions are original. And the company pages demonstrate ITogether’s uniquely personal approach to customer service.
SIMON RICHARDSON, ITOGETHER FOUNDER:
We needed to be confident that our product descriptions were completely original without confusing our specialist target audience – and that is just what Stuart delivered, fast.
Not only that, he helped to highlight the real, friendly, human face of our brand. For us, IT doesn’t just help people do amazing things, it helps amazing people do even more amazing things together.
That is what the ITogether brand is all about – and Stuart fully bought into our approach.
If you’d me to get your website moving in the right direction – even into greener pastures, check out my Website Copywriting Rates or get in touch.
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