A “stunning” B2B website rebrand.
Historically a corporate brand voice, the Canopy team agreed that it was time to update to a more compelling modern fintech ToV. But as their brand was all about trust and security (“Canopy” literally denoting safety and shelter), they wanted to transition without losing this sense of trust.
I rewrote Canopy’s homepage with new clarity. No frills or jargon — just a radically simple tagline for a time-pressed audience.
Canopy’s prospects and website visitors cover a number of stakeholders, and their website covers a whole suite of products. Caught trying to juggle these different personas, Canopy’s website was a muddle of mixed messaging, without a clear buyer journey.
Some of Canopy’s prospects weren’t in a “buying cycle” — in other words, they didn’t know the pain points they had. The new website therefore had to educate visitors about their most pressing pain points.
Others were in a buying cycle, and so in a prime position for conversion. The brief was to balance these two types of visitors — buyers and earlier, top-of-funnel leads — with a website that both educates as well as converts.
All of the above needed to be achieved with the following Tone of Voice:
Informative. The brand is a helpful guide that’s always providing useful information, solving pain points, and providing a clear solution.
Casual. Canopy doesn’t take itself too seriously and uses informal, conversational language — without sounding too cheeky or playful.
Sophisticated. Canopy’s ICP is often technical, so the copy needed to respect their intelligence rather than oversimplifying, while still avoiding jargon and overly esoteric language at all costs
Benefits-led product pages
Canopy has a range of products, each for a different audience. We carefully worked out the buyer journey for each persona, then I wrote clearly defined, tailored web pages for each.
“This stunning new website perfectly embodies our exciting transformation as we revamp our approach to driving forward the growth and innovation of the next generation of fintech products.”
