Brand personality:
- Charismatic but not disingenuous
- Clever but not condescending
- Informative but not pedantic
- Technical but not overwhelming
- Reassuring but not misleading
What we did: Pre-launch landing page, full website copy, strategic email marketing guidance
Challenge: Qwel hired Ampersand to write website copy for a leak detection product and accompanying app that was one of the first of its kind. The first phase of the project included copy for a pre-launch landing page to collect leads. The second phase of the project fleshed out the rest of the website, including a revamped homepage, product page, about, partner, and find an installer. The goal of the project was to not only interest consumers and homeowners who may be in the market for the product, but also to welcome plumbers to the network who could earn new business as preferred installers. The challenge was to take an otherwise dry, technical product and talk about it in an approachable way that highlighted how it protects your biggest investment (i.e. your house) from its greatest threat, water damage. We kept the copy lively and clever without veering too far into flippant. As a result, the client loved the final copy! They felt the work was outstanding and hit the mark in all the right ways.
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