BrightLocal Copywriting Case Study
Re-positioning and 10-page website project
BrightLocal is the leading Local SEO platform.
This is one of my largest project to date where the team called me in to pull-out and communicate their differentiated positioning into messaging. And revamp their core website pages.
BrightLocal went through the conversion copywriting process to put together 10 core pages so they could attract more of their dream customers:
- Team interviews (founder, sales, and marketing)
- Customer interviews (with testimonial collection and recordings for the team to keep.)
- Competitive research.
- Customer pains, dreams, and desires synthesis.
- Jobs to be done analysis.
- Positioning and messaging strategy.
- Homepage, use case pages, feature pages, pricing page and about page.
- Wire-framing for design and dev implementation.
"It was a brave decision to start with the Homepage. But we saw conversion increases of 15-20% during the course of the A/B test!"
Harry came on board as we were carrying out a big website project and needed a conversion-focused copywriter to come on board and look at our homepage, product page, and solution page copy with a fresh pair of eyes.
Rather than evaluating and uplifting what already existed, Harry carried out a full end-to-end project, including internal interviews, customer interviews, and desk research. From this, each page was looked at individually, and Harry would share his initial thoughts and approach by video before moving on to a first draft and final draft copy.
I found this process worked well as it minimized unnecessary meetings, and we got to understand Harry's thoughts and processes for each page.
It was a brave decision on Harry's part to start with the Homepage first, but it's one that paid off as we saw conversion increases of 15-20% during the course of the A/B test!
Harry was great to work with and I certainly wouldn't hesitate to recommend him to anyone looking for a wordsmith to help perfect copy for their business or website.
Rather than evaluating and uplifting what already existed, Harry carried out a full end-to-end project, including internal interviews, customer interviews, and desk research. From this, each page was looked at individually, and Harry would share his initial thoughts and approach by video before moving on to a first draft and final draft copy.
I found this process worked well as it minimized unnecessary meetings, and we got to understand Harry's thoughts and processes for each page.
It was a brave decision on Harry's part to start with the Homepage first, but it's one that paid off as we saw conversion increases of 15-20% during the course of the A/B test!
Harry was great to work with and I certainly wouldn't hesitate to recommend him to anyone looking for a wordsmith to help perfect copy for their business or website.
Joe DaBorn
Marketing Manager at BrightLocal
Homepage Before:
Homepage After:
Use case and feature pages (more coming soon)
