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E W Taylor have been moving goods around the globe for their customers for more than two centuries, but they needed to move their website into the 21st century, with messaging that communicated the benefits they deliver for their clients, as well as their heritage.
We were introduced to E W Taylor by Springworks, a web design agency in Sussex who had been asked to build a modern website that would improve their SEO and conversions. Springworks felt the existing content was unfocused and unclear, and so brought in Sharp Minds to identify the company’s Points of Difference and how these match the key triggers for potential clients, help shape a website structure that would optimise the visitor experience and create content that would boost search engine rankings.
The starting point was a messaging strategy meeting, during which we interviewed the directors to understand the business, what makes them different from their competitors and the factors that influence their client’s freight decisions. The resulting messaging strategy document informed the website structure and the content, resulting in clear messaging that highlights the business benefits offered by E W Taylor.
Client’s verdict: ‘Bringing in Sharp Minds Communications gave necessary insight and clarity into the messaging the website had to convey and how best we should structure the website to optimise navigation for visitors. Sharp Minds produced a project timetable and delivered to all the deadlines, creating a smooth process for content creation for both us and the client. The end result is a website that shows visitors at a glance why they should pick up the phone to E W Taylor.’
SERVICES & OUTPUTS: Messaging strategy, research, content creation, website content.