Ooh, look. Another fancy website rebrand.

The brief:

ModernLoop is a recruitment automation platform, but its website wasn’t recruiting enough leads. The client came to me with three main goals for a website rewrite:

1) The website wasn’t showing up in keyword search — it wasn’t discoverable, and conversions weren’t high enough for those who did visit.

2) The brand messaging wasn’t engaging enough. ModernLoop wanted to be a thought leader in its space, rather than a pale imitation of competitors.

3) The new website needed to show the benefits and use cases in a more cogent, easy-to-understand way.

What I did:

After leading a branding strategy workshop with the client, we identified a concise Tone-of-Voice guideline to mould the new copy:

1) Benefits-led. Outcome-oriented language that informs and educates.

2) Disruptive. Confident language that challenges the status quo.

3) Something Different. Fun, playful language that captures the experience of playing ModernLoop.

Cleaning out the existing website’s overlong, over-corporate copy, I rewrote each page through a lens of wit and clarity. With a focus on user benefits and driving conversions, I worked with the client to map out the user journey for each page.