Case Study: Ontrack Commercial Fencing Web Copy
Case Study: Web copy for Ontrack Commercial Fencing
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Caveat: This case study focuses primarily on my role as writer. Others were involved in project managing and site designing and while I refer to them, this case study does not cover their work in detail.
Ontrack Commercial Fencing is a new fencing business, founded by Georgia Mitchell and Ian Ford who’ve both worked in the fencing trade for many years. They are starting afresh and while much of their work is generated through recommendation and word of mouth, they understand the importance of having a web presence.
Tonbridge-based graphic designer Fay Hawkins became involved as Georgia and Ian wanted to produce physical marketing materials – brochures - as well and she performed the role of project manager for the website design. Fay brought me on board as well as local website designer, Pierse Williams of Faro Digital.
Top tip: It’s great to have a project manager or have someone perform the role of project manager to keep everyone on track.
Step 1 – the web copy questionnaire
I begin all web copy projects with a questionnaire which asks, for example, why you want to build a new website now, how do you want to come across, and what are your values.
Ontrack provided detailed answers to these questions which was extremely helpful and they served as a great springboard for discussion.
Step 2 – the web copy ‘thread’
The thread is something I like to use while writing. It could be an existing tagline, or a theme that we devise together. It’s something related to the business and will serve as a thread throughout the website. It’s the ‘glue’ that gives the web copy its cohesion.
For Ontrack’s thread, I wanted us to consider a client’s internal need when it comes to fencing: security, and protection – very human needs. This elevates fencing from just posts of wood and metal to something much more existential! These terms were used in the web copy explicitly, but they also guided the writing more subtly too.
Top tip: When writing, think about your client’s customers’ internal need/s as well as their external need.
Step 3 – the Details
Scannable web copy
Georgia and Ian provided a great deal of detailed information about different fencing models and their uses, but it needed to be condensed.
We discussed how websites are used and also, how Georgia and Ian typically interact with clients. Their business is based on site visits, phone calls and human interaction in real life.
The website needed to provide enough information to satisfy commercial clients such as building contractors while not being copy heavy. People rarely read all the information on a website and tend to scan the copy for the information they need.
Format of the web copy
Georgia and Ian had an idea of how their services should be formatted. As I was analysing the detailed product documentation, I kept the end-user’s journey through the website in mind.
The result was a change of plan and the ‘slicing and dicing’ of information, presenting it in different ways for different client types. Fortunately, they liked the idea when we presented it to them.
Have a look at the website here and see what you think. Do you agree that it’s simple to find what you’re looking for?
Web copy feedback
As with all web copy, there has to be client review, feedback and ultimately, sign-off. This happens throughout the process but particularly in the run up to the copy being added to the site itself.
It’s easier for me to correct the copy in Word before sending it to the website designer than once it’s online. But…
Step 4 – web copy checks
Once the copy was uploaded to the website, I then went through it again to ensure its accuracy (spelling, grammar and punctuation) and that the words look ‘good’ on the page. This last check is more about placement; how the copy partners with images, paragraphing and line spacing.
Any issues that I found were documented and sent to Pierse in a good ol’ Excel spreadsheet with space for commentary and an indication of completion once resolved.
The spreadsheet was a collaborative document for Fay, Pierse and me and we had calls without the clients to discuss the issues we’d uncovered with the copy, layout, images and the like. We discussed comma placement, phone number layout, which words are capitalised – we really did scrutinise every word!
Step 5 – client sign-off!
And then we just needed to wait for Georgia and Ian to see the website pre-launch! Any issues or questions they had were discussed face to face and, luckily, they were so small that Pierse could change them immediately.
And then we were ready to launch the Ontrack Commercial Fencing website into the world!
Georgia and Ian were great clients: well-prepared with information, open to ideas and prompt to provide all the content we needed.
If you would like help with your website, please contact me. There are lots of ways that we can work on the web copy together so let’s chat!
Web copy writing FAQs
How can I find a website designer if you’re my copywriter?
I know many website designers who can work with different budgets, designs and ideas. Let’s chat and then I can put you in touch with them.
Do I really need a copywriter?
There are many many benefits to employing a copywriter! This is my job and is all I do so I have the time, experience and knowledge. Thanks to this, I can work to any deadlines set by you, your website designer or any other stakeholders. You can concentrate on running your business and you don’t have to set time aside to write; if you don’t enjoy writing, it’s a weight off your mind. Copywriters can adapt their style to write however you’d like to sound so don’t worry about your website not ‘sounding’ like you.
BUT, if you do want to write your own web copy, I can consult. This means that I’ll take a look at what you’ve written and provide suggestions on how it could be improved.
How long does it take for a new website to be complete?
The length of time from initiating the website to completion depends on many factors but in general it takes 6-12 weeks. Some of the factors include ensuring that the copywriter, website designer, photographer etc are all working to the same timelines; the client needs to appreciate that there is some work for them to do too such as providing feedback, as mentioned above.
How much input can I have as the client?
This is your website and your ‘shop window’ so it’s imperative that you have as much input as you want! As copywriter, I will make suggestions and recommendations but ultimately, this is a reflection of you and your business so you can have as much input as you’d like. I offer limitless edits to web copy along the way until we’ve decided on direction.
Can I write my own words for my website?
Yes of course you can! Just bear in mind that copywriters like me are experienced in writing for websites and, it’s our job. We’ll get the job done quickly and efficiently so that your website is up and running as soon as possible.
If you have any other questions, just get in touch!