
Brand and SEO words for security pros
Industry
Security, cleaning, investigationsServices
Brand + tagline copywriting, SEO website copywriting, keyword research
Creative partners
Background
NHN Group is an established business in Newcastle offering client services, including security, cleaning and investigations. Their clients include everyone from growing businesses to large ports and mining companies,
Brief
TMM approached me to help the client help with developing their brand and write a new homepage plus 9 new service pages. They wanted all website copy optimised for search using on-page SEO and keywords.
Approach
I got to know the company through the discovery process, which included an in-person meeting. I also researched the industry and services and conducted SEO keyword research to determine page-by-page keywords.
The first step was creating a brand that was unique in the market and better reflected who they are and how they approach service delivery. I built out a brand document containing the mission, vision, tone of voice, personality, brand story, USPs, positioning, and tagline options, which then guided the web copy. Words that informed the tone of their copy include genuine, disciplined, proactive, honest, informed, and forward-thinking.
I focused on building expertise and credibility in the copy by using informative content that addressed customer pain points, accreditations, and testimonials and by showing the logos of some of their large existing clients.
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