CASE STUDY: Website Copywriting Services for Laidlaw Associates

Laidlaw Associates needed copy for the company website that would demonstrate the team’s capabilities to prospective clients. Director, Caroline, needed a copywriter who could:

  • Turn her ideas into client-centred copy that inspires trust
  • Support her web developer to create a smooth user journey
  • Identify keywords to target for each page
  • Write copy that meets SEO best practices.


How did we help?

1. Develop a brief

We worked with Caroline to create a clear creative brief for the project which would develop an understanding of:

  • The company, the services that it offers and its USP
  • The target market and its segments
  • The competition and Laidlaw's place in the market
  • The purpose and content requirements for each page.

2. Keyword mapping

Once we had a clear idea of what each page needed to cover, we identified page keywords that would fit with Laidlaw Associates’ services.

3. SEO copywriting

With keywords identified, we set to work creating web page copy that followed SEO best practices. We also created title tags and meta descriptions that would encourage searchers to click on links to Laidlaw Associates' web pages.

4. Wireframing

We developed wireframes for each page (mock-ups of the page layout). These were designed to help the web developer design pages that:

  • Were easy to read
  • Aided user navigation between pages
  • Encouraged the user to take action.

We also created mark-up notes for the web copy to instruct the web developer on how to code the text in line with SEO requirements.

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"I would highly recommend FHC. Sue was diligent, thoughtful and very responsive. I am extremely happy with the result."

Caroline Laidlaw – Director, Laidlaw Associates

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