When researching Oakam, one thing immediately jumped out: for the vast majority of first time customers, English is not their first language. This has a huge impact on writing copy for marketing channels.
First, all financial jargon had to be stripped out so that every loan package was simple to understand for someone with an average knowledge of banking and finance.
Second, all copy would have to be simplified and shortened so that it delivered they key bits of information in simple language, while still retaining a spark of personality.
In short, it was a big editing job.
We decided to have slow sliders of micro-copy on the site, to give each ‘sound bite’ room to breathe on the page, with enough time between each slide for non-native English speakers to understand the content.