FRP Advisory has grown rapidly recently, bringing together a number of businesses under a central brand. It needed to find a unifying tone of voice to reflect its size and position within the market, and this tone of voice needed to be rolled out across FRP’s new website.
First, we conducted a workshop of senior leaders to understand FRP’s values and vision, before developing tone of voice guidelines to capture the characteristic realness of the team.
Stratton Craig’s professional services copywriters then produced almost 100 pages of web copy at pace to meet a brisk project deadline. All the main landing pages and product and services pages were written on tone, on message and on time.
We illustrated the importance of choosing the right words for a company website to clearly explain its services, its values and why customers should work with them.
By giving the website a fresh new tone to match its new look and feel, we helped increase web traffic across the key landing pages and driven a huge lift in conversions.
In just the first three months after launch, over 1,500 visitors to the site clicked to email a partner at the firm, 265 mobile users clicked to call and over 600 new job applications were received.
Returning visits also increased by 167% YoY.