Case study
How clear messaging delivered new enquiries for custom software developer
Proximity was saved 6 months’ work to create 21 pages of new website copy across 2 brands.
6months saved for marketing team
21pages of website copy written
0zero ambiguity between IBM i and ERP offerings
The problem
Proximity used a single website for two distinct brands. While both were in the software industry, they provided distinct services into separate markets - IBM i and manufacturing ERP.
The internal marketing team knew the joint website was unclear but it needed external help to clarify the messaging.
What I did
- ObjectivesIdentified the client's requirements during a kick-off call with the marketing manager.
- Targeted researchRan discovery workshops with company directors, technical architects and sales leaders. Mapped client pain points to a messaging framework and built a website blueprint.
- Tone and contentDrafted 21 website pages that mapped to the client's SEO keyword research. The ERP site addressed the pain points of manufacturers, while the IBM i site focused on the challenges of complex legacy systems.
- EditThe client watched my video walkthrough of the content and reviewed the wireframes along the raw copy documents. Only minor revisions were made to the draft copy.
- ReleaseThe websites went live and the internal marketing team were saved 6 months of work as result of the project.
What I can show
Messaging focused on the pain points of manufacturers
Shared with the client’s permission
Messaging focused on the pain points of legacy systems
Shared with the client’s permission
The outcome
”We’ve had new opportunities through both websites. And Rob saved us six months of work. He’s done an exceptional job.”
Paul Rufus, Marketing Manager
