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08/02/2017

Establishing integrity at a glance

When some of your competitors are less-than scrupulous and bring your industry into disrepute, it is essential for your messaging to communicate your own integrity.

That was the challenge facing South East Timber and Damp; a family run business, it prides itself on its professionalism, personal service and transparency. Unfortunately, not everyone in the sector operates to the same standards, and the company directors felt it was essential for their website to allay the fears of consumers who have read bad press about the industry.

Positive messaging

Our discovery process with the company led to us deciding on a positive messaging strategy for their website content.  The company has a number of objective endorsements that demonstrate their reliability and professionalism; we distilled these into four key messages:

  • Accredited
  • Qualified
  • Guaranteed
  • Trusted

These messages underpin the detailed content, as well as being immediately obvious in the sub-headings, so visitors understand the values and standards of South East Timber and Damp at a glance.  They were further reinforced by positioning customer reviews and star ratings prominently.

Appealing to two key markets

With two key markets of home owners and commercial property developers and owners, we also structured tailored content to appeal to the different needs of the distinct targets, streamlining the content and how it is arranged so the services, benefits and added value are all communicated clearly.

Effective videos

In addition, we applied our video scripting and production expertise to suggest edits to the company’s existing videos to showcase more clearly the key benefits they offer to customers. The result is an engaging platform within the website for customers to meet the team they will be inviting into their homes that brings to life the key messages.

Client’s verdict

‘When we started thinking about our website, we didn’t know what we needed to say or how to structure it so potential customers would understand how we are different and why they should call us.  Sharp Minds Communications made the whole process really simple.  From one discovery meeting they totally got us and our business; they nailed our messaging, the structure of our website and how the content should be presented within it to create clear navigation for visitors towards engaging calls to action.  We now have a professional, visually attractive website that clearly communicates our integrity and how we are different to both our key markets of homeowners and property professionals.’  Annabelle Webster, South East Timber and Damp.

To find out more about how Sharp Minds Communications can help with your marketing,

email communications@sharpminds.agency

 

SERVICES & OUTPUTS: Discovery process, messaging strategy, research, content creation, website content, video scripting.

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