Go Big Marketing Website
— PROJECT NAME
Go Big Marketing Website
— WHAT I DID
Information Architecture
Copywriting
Content Design
Competitor Analysis
Photography
Case Studies
— TOOLS
Figma
Adobe Photoshop
Google Suite
While working for a boutque advertising agency, Go Big Marketing, I redesigned their website by creating new and compelling copy, showcasing their work, and telling the story of their services.
CHALLENGE: Go Big Marketing’s website was geared toward digital media and needed to showcase the full extent of their services. I was tasked with redesigning the website, writing new copy, and streamlining their UX to showcase their services and put together case studies on past campaigns.
SOLUTION: I collaborated with web designers and the president of Go Big Marketing to follow Go Big Marketing’s style guide when writing copy to bolster their online engagement and attract new clientele.
The work.
BRAND VOICE
I first met with Go Big Marketing and their team to better understand their mission and how they engage through voice.
Go Big Marketing offers a variety of marketing services through traditional and digital media and collaborates with in-house agencies. We also wanted to share about successful marketing campaigns without giving away too much insider knowledge or overwhelming prospective clients.
We decided the copy would best serve Go Big if it were concise and accessible while feeling friendly, and informative to new and existing clients maximizing impact and increasing business development.
Voice chart I created for Go Big Marketing based on our conversations and goals for the redesign.
TEAM COLLABORATION
I created and delivered decks (example to the left) referencing Go Big’s voice chart to formulate B2B copy and content and implement information architecture to organize the list of services.
In a separate Google Drive folder, I supplied reference images, copy files, and images labeled to correlate with the images in the deck for each section of the website.
Organizing, labeling, and creating communication decks helped the web designers and developers build out the redesign with my recommendations. We met to review mock-ups before presenting them to the president.
Example of instructions and references shown on a communication deck for Go Big Marketing.
The results.
Go Big Marketing’s original website had copy advertising only their digital services and did not reflect their boutique approach to business. We brought the brand's voice to the center by emphasizing a personal touch with custom images, case studies, and engaging copy.
BEFORE
Industry-heavy jargon is not always the most accessible to new and existing clients and could turn away potential customers.
The original home screen lacked the type of personal and tailored approach that Go Big Marketing promises to deliver.
The breadth of services and stories about Go Big’s work were missing from the page.
AFTER
Making it personal by reiterating the message and mission of what it means to Go Big. Using custom photos of Go Big in action with clients.
I rewrote the copy to be more purposeful and conversational. Each section includes clear descriptions of services to help customers achieve their goals.
Along with the home page upgrades, I put together case studies on Go Big’s client work, showcasing their work in action. These updates improved the usability of the page and conveyed the brand’s voice.
MAKING IT PERSONAL
Connecting the organization with their customers happens with engaging copy. I rewrote the content (below) concisely and confident in the brand’s voice. I also collaborated with the production team to capture a photo during commercial filming for a client to add a more personal touch.
The clear and purposeful copy empowers potential clients to identify actionable assets for their business and marketing plans.
CASE STUDIES
Businesses choosing a marketing company may find the decision stressful. When writing copy for a business, it was important for me to highlight content that helps customers make big decisions.
I interviewed the president of Go Big and researched Shoney’s restaurants. Based on our conversations, I compiled the information into a document and organized it by using a narrative structure starting with the challenge and ending with the solution and results.
One of the challenges I faced was making the copy accessible for businesses and customers who may not be familiar with marketing jargon. The president of Go Big was also concerned with exposing privileged client information or campaign secrets.
Through writing concise copy, the result is a case study that is easy to scan and quantifies the campaign in clear numbers that are relevant and meaningful.
