The Professional Writing Academy asked me to help them refine their tone of voice, define a format for explaining each of their courses and services, and craft engaging copy designed to inspire new writers to develop skills through their range of online writing courses.
Having previously helped create and deliver their online writing courses, I had a solid understanding of their business and students, and I drew on this knowledge, together with conducting additional research, to identify key messages and create a content strategy.
Working directly with their web developer and designer, I devised wireframes with a focus on putting the customer first. I then wrote copy for the new website, paying close attention to the smaller details such as the online checkout process and microcopy, and customer communications including emails.
The result is a fresh new website that tells Professional Writing Academy’s story in a clear, engaging way.