Portfolio project

Adding a new product page to the uTrack website

My mission here was shifting the balance of content from features to benefits. It’s really common for technology companies to focus their marketing content (particularly on their company websites) on the technical features of their products, whereas what customers actually want to read is how it will impact on them and how is it actually going to make their lives easier. They want to know, what’s the benefit? It can be hard to do this writing from the inside. When you are so close to the engineering and development of a product, you are consumed with writing about the technical features that have cost you months in R&D. As a freelance copywriter, I bring an outsider’s perspective and will always provide a unique way to connect with a business’ target audience.

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Laura Johnson

Laura Jane Johnson | Freelance copywriter




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