b2b+b2c portfolio
CHEN PR
CHALLENGE:
Write all new copy for tech PR firm’s revamped website. Capture brand personality and convey key features and benefits, using minimal text to accommodate sleek new look.
SOLUTION:
I began by interviewing members of the management team to learn more about the company, its services, its customers and its competition. After doing my own research as well, I met with the design firm hired for the project to talk about their own insights and vision for the site. Armed with a basic creative brief and a notebook full of bullet points, sketches and shorthand scribble, I tackled the copywriting part of the project, producing a suggested brand statement and choices for headlines, subheads, pillar copy and CTAs. A draft of the fleshed-out body copy followed, and after two-to-three rounds of client reviews, the final copy was delivered to the web designers and flowed into the pages (see above). The main copy has remained untouched on the site for more than six years, which I take as a positive sign.
