About the Client
Cut2Shreds are a Gold Coast based business specialising in secure document destruction services. They play a really important role in other businesses that handle confidential information and need to destroy documents in order to stay compliant.
About the Project
The marketing manager at Cut2Shreds reached out to me for website copywriting services. At the time, the business was going through a brand refresh (including a planned website refresh) and wanted to update their copy to match. They weren’t confident enough with SEO or writing to do it in-house, and it was really important that they achieved a professional result. After all, a main goal was ensuring they could stand shoulder to shoulder with much bigger industry players — and that would require a step up in professionalism and style.
I recommended that they make the problems, benefits, and points of difference behind their business much clearer. This would involve doing some Voice of Customer research to help understand the customer experience, the problems they were facing, their objections, and why they ultimately chose Cut2Shreds over other options. I also suggested they showcase customer testimonials and logos to help build trust and reinforce the types of customers they work with. As a side note: VOC surveys can be a great source of authentic testimonials!
Because the business was planning to introduce more fun visuals (a ninja mascot!), I also planned to include some ninja puns and references, while adapting the tone of voice to be both playful and professional, where appropriate.
The Work
After some initial briefing, we kicked off the project with Voice of Customer surveys, each tailored to three different audience groups — new clients, previous clients, and long-term clients. We got a fantastic response, with around 41 people filling out the survey. From there, I summarised the themes and any useful insights from the research — these would be used to inform the brand voice, benefits, problems, and unique points of difference I’d emphasise in the copy. I also pieced together customer quotes from the surveys to create more than 20 new testimonials we could later use on the website.
Next up, I conducted SEO keyword research to determine suitable keyword opportunities for each page we had planned. In conjunction with this, I did further competitor research and put together some foundational copy with a USP, tagline options, and a list of ninja-themed words.
Finally, I moved onto drafting the website copy, which included Home, About, Services, 4 Services Sub-pages, Contact, and a landing page for existing clients to pay their invoice.
