The first stage in developing a content strategy starts with an initial interview. Based on the client's criteria, such as whether it is a B2B or B2C enterprise, a more detailed interview proceeds. Being outcome-focused, the written content is crafted with the target audience in mind.
First Coast Contracting was created by visionaries who wanted to offer their expertise to local communities. Having worked as residential contractors for decades, they drafted a business plan and requested a website that would become the foundation of their growing business. Living in Jacksonville, Florida, they had first-hand experience with the impact of natural disasters. Collaborating with insurance companies to clean up the mess was their initial goal.
My recommendation: After discovering their previous work in remodeling homes, I recommended shifting the content strategy to feature their expertise in remodels. This would be an included service offered to clients, which separates First Coast Contracting from its competitors. Therefore, they transformed into a multi-service business that not only tackled the aftermath of natural disasters but also committed to offering rebuilding solutions. In other words, they will walk clients through the wreckage in the beginning and remain on board until the very end, leaving everything restored.
Pool Titan is a two-man team that prides itself on their commitment to listening to what every customer wants in their backyard. Before construction begins, a 3-D model is created that demonstrates exactly what the finished product will look like. Written content for their new website was created to illuminate Pool Titan's commitment to quality while providing exactly what the customer hopes to achieve.
My recommendation: Initially, Pool Titan wanted to build a website to attract more customers. That was the goal. When realizing the artistry involved in building something identical to what a client prefers, the content was centered around featuring this aspect in Pool Titan's development process. This became their selling point.
Green Home Insulation was a brand-new business started by an ambitious family who loved their community and the surrounding areas in Southeast Georgia. With 20 years of experience, owner Stephen Pike ensures that residential, commercial, and industrial properties are highly insulated. This equates to healthier, happier living!
My recommendation: The written content was designed to be smooth-flowing and easy for customers to follow while demonstrating good insulation options from a family who cares about the health and well-being of their peers.
Certified Orthotist Ross Bremer created the original Halo system. He was a specialist in the treatment of cervical neck injuries, and with his brother, Paul Bremer, they designed a cervical spine stabilization device. With an older website in place, the goal was to create a new one that was updated in its presentation. This special product is affiliated with a B2B company that collaborates with medical facilities to ensure patients have access to the best care. The interview consisted of a brief introduction and a request for research materials that would assist in the creation of accurate and informative written content.
My recommendation: The original website was matter-of-fact with general information about the brace. We incorporated a heart, so to speak, that focused on patient care and the impact it has on improving lives during recovery.
Well-established architects with a love for historical properties adventurously sought to renovate the Judge's Mansion, a gorgeous and monumental building located in the heart of downtown Columbus, Ohio. It is now a charming bed and breakfast for visiting guests. Their request was to build a website that featured the home and its rooms available for booking.
My recommendation: To provide some history on the location and neighborhood (future advertising opportunities), while including descriptive narratives of each unique room and some of the custom features that were incorporated in the architectural remodel.
Offering a cluster of luxury business suites to entrepreneurs, The Retreat Salon + Spa Suites began with the pursuit of creating a website that spoke to business owners and their clients.
My recommendation: The written content was crafted to resonate with smaller business owners who were branching out on their own. It was also designed to appeal to their prospective clients who may be searching the Internet for related services. To address both B2B and B2C clients simultaneously, the approach is slightly different. Thoughtful deliberation in tone for both sides is a necessity.
Summit Construction Group facilitates all aspects of development, financing, and construction. They are leaders in building educational facilities, storage units, residential communities, and other types of infrastructure. Their goal was to recreate a website in its entirety that educated visitors.
My recommendation: With a "this is who we are" approach, content was created for readers on all levels. The inspiration behind building schools and other projects, with details on the process, was a key component. The target audiences are broad, and therefore, the content displayed Summit Construction Group's enthusiasm for building on behalf of communities while "talking shop" to future partners.
Content Strategist & Writer: Megan Rellahan
Kris Chislett Design