Site content case studies
For over 20 years, we’ve been developing site content that reduces bounce, locks users into the journey and delivers for brands. No keyword stuffing, no tricks, just strategic thinking, user understanding and highly effective copy
Case studies
At Alex Genn Copywriting, our 25 senior-level writers have been helping brands big and small drive site traffic and make their online presence more effective for two decades. Whether you’re a global brand or a startup ready to change your sector forever, we can help. Please see a few of our case studies below.
LHV Bank
The challenge: express ambition, build gravitas
LHV is a financial services provider that expanded to the UK in 2018. As one of the new generation of fintech brands, they were looking to do things differently, so in 2023, they asked us to write the content for the new LHV.com site, with a fresh voice that would speak to both B2B and retail audiences.
Response: a new voice to connect with customers
As always, we allocated a senior-level writer who undertook a rigorous due diligence process, examining the brand, its vision, objectives, audience and existing voice. We worked closely with the marketing team throughout, in a truly collaborative process. As a result, the content successfully achieves the right balance, with a conversational, no-nonsense approach that nevertheless maintains the gravitas of a trusted financial brand.
Result: straight-talking copy, that makes an impact
Our work was well received by all stakeholders and LHV has since built important partnerships with brands such as Hargreaves Lansdown, as well as making significant progress in winning new retail customers.
Securys
The challenge: new app, new voice, new approach
Securys is a practical privacy consultancy. They help enterprises build stakeholder trust by delivering data privacy globally. The company was looking to build a new microsite around the specific ‘Privacy Made Positive’ idea and asked us to develop the structure, information hierarchy and write the copy to match the existing brand voice.
Response: close collaboration with design and UX
We worked closely with the marketing and design teams to understand the user journey and create a logical route for users. We then defined key messaging and established the information hierarchy before writing the site copy. Clear messaging and frequent signposting were used to keep user son site and drive them through the journey.
Result: immediate uptake and universal appeal
As always, the site was finished on time and to budget and effectively communicates and sells Securys’ privacy solutions. Since launch, the site has seen a significant increase in enquiries.
The Lloyds Banking Group
The challenge: a new current account form and a new way of working
For the first time in ten years the Group wanted to overhaul its online personal current account application journey. We were asked to develop the journey and copy, which were to be used across all Lloyds Banking Group brands. They also wanted to use the project to test agile working, which was new to the organisation.
Response: collaborative working, user testing and iteration
We worked with senior stakeholders to develop an agile working group, bringing together UX, design and copy with representatives from marketing, the business team, legal and compliance. We wrote all copy for the application form, this involved developing new tool-tip copy, re-formatting questions which posed a challenge in testing and ensuring the flow was logical and easy to follow.
As the form was to be used across Bank of Scotland, Halifax and Lloyds Banks, we provided three variants, using the voice of each brand.
Result: a user-friendly form and working method
As one of the first projects at Lloyds to test the agile way of working, this one was heavily scrutinised but met with approval from the senior digital team. The form is currently in use across all brands, and agile working has now been implemented across other digital teams.
Ready to find out more?
We know that working with a new partner is a leap of faith. That’s why most of our clients begin with a low-cost, single content piece, at £600+VAT.
No commitment. One flat fee. No risk.
This is a simple way to test quality and fit, build internal confidence and see how we handle your subject matter.
We’ll give you a senior-level copywriter who can deliver a test piece within 5–10 days, for just £600+VAT.