Scope Overview
The project encompasses providing web copywriting services to enhance the digital presence of a client through the redevelopment of their corporate website. The goal is to create and refine content that resonates with the client's updated narrative, tone, and branding. The project will involve roughly 12 interviews with subject matter experts from a range of fields such as manufacturing operations, regional leadership, supply chain management, lab processes, quality assurance, technical divisions, and regulatory compliance, with the possibility of including a high-level executive interview. The aim is to collect valuable insights for the content development process. Additionally, this involves a detailed evaluation of the current website copy to ensure they align with the new content direction. It is expected that about 20 new web pages will be created, with a review and update of certain existing pages, specifically excluding news and leadership sections.
Timeline and Approach
Completion is expected within a 12-week timeframe, necessitating a concentrated effort by a team of three professionals who will thoroughly integrate themselves with the client's culture and strategic goals. Their task is to gain an in-depth understanding of the client's operations and market positioning to develop content that presents a unified and engaging online presence, accurately reflecting the brand and effectively communicating with its B2B audience.
Assumptions
SEO
To date, no keyword research or strategy has been carried out. The foundation for keywords will come from discovery and relevance to current page tags. Future project phases may include support with organic search optimization, guided by comprehensive SEO research and strategy development.
Client Contributions
The client is expected to provide access to essential company and branding documents, including but not limited to:
- Brand strategy, tone, voice, and messaging documentation
- Brand guidelines
- Editorial style guide, if available
- Competitor analysis reports
- Documented target buyer journeys and personas
- Existing marketing or sales materials
- Finalized website sitemap
Furthermore, the client will handle the coordination of interview scheduling with subject matter experts, aiming to condense the interview period into a 4-week span. The client should also ensure availability for weekly or bi-weekly calls, respond promptly to communications, and facilitate swift reviews and approvals.
Initial Actions
- A one-hour kick-off call will be organized to establish the timeline, coordinate discovery interviews, answer any queries, and confirm communication protocols.
Discovery Phase
- Evaluation of all discovery documents and branding materials
- Preparation and conducting of up to 12 SME interviews, each lasting no longer than 45 minutes, to extract insights pertinent to the client's unique selling propositions and client engagement strategies.
Content Development
- Creation of web copy according to the agreed sitemap, ensuring alignment with branding and clarity for readers.
- Drafting of meta titles and descriptions for up to 20 web pages
- Proposing additional content or features that could enhance user engagement in the future
- Provision for up to three rounds of content review with the client.
Deliverables
- A Google document containing all web copy drafts and final versions, with a navigable table of contents and instructions for tags, titles, and other design recommendations.
- A separate Google document listing page-level content enhancement suggestions, organized by webpage.