A website launch for a modern CRM agency.

The brief:

Intentive was a CRM consultancy without an online presence of its own. The client came to me with three main goals for a website launch:

1) Appear as a “blowfish brand” — i.e portray Intentive as a global team of consultants, rather than as a small startup.

2) Explicitly spell out Intentive’s approach to CRM: nuanced, thoughtful, and quick to pivot. Emphasising these aspects would distinguish Intentive from its cookie-cutter competitors.

3) Position Intentive as cutting-edge and data-led.

What I did:

After leading a branding strategy workshop with the client, I 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 working with Intentive.

Cleaning out the existing draft’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.