Capability Consulting.
Bespoke executive recruitment.
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A recruitment specialist with big ideas needed help keeping his website focused. His previous efforts at writing copy had spiralled a little out of control…
About the project:
The Problem.
The client wanted to differentiate himself from typical recruiters. But Oliver also wanted to cover bases with on-page SEO.
Oliver contacted me after seeing a talk I’d given on content-first websites development. The goal was to increase conversions – in this case, consultation bookings.
The Solution.
Oliver was looking for a writer who could retain the spirit of his brand while simplifying the user journey for prospects.
We worked in close collaboration with Arobase Creative who handled the redesign and development work. I kicked off the project by crafting lo-fi content wireframes to ensure clear, conversion-focused user journeys.
The Results.
The resulting site is clear and confident. We focused attention on the Oliver’s impressive success rate. An eBook and PDF guide were clearly positioned to drive lead generation.
Building trust is a primary goal in the industry, so testimonials are used to support the user need for social proof.