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Normatec compression technology is used by elite athletes to recover faster from intense workouts and limb injuries. The technology could benefit all sorts of people, but the devices are prohibitively expensive. Pro footballer Callum Reynolds spotted a gap in the market. Instead of buying a device, what if you could just hire it instead?
Hire the recovery compression tech used by elite athletes.
Callum owes his football career to the technology, so who better to evangelise? He founded Pro Sports Recovery to help people from all walks of life recover like a pro, but his business needed a site that matched his vision, with copy that turned visits into leads. That's where I came in.
I joined forces with Callum and his web developer to deliver action-inspiring copy on every page. But I had a big decision to make...
Indeed, during my kick-off meeting with Callum, I listened closely to the way he spoke about his services and product. He didn't hit me with hard-sell and jargon, he spoke with admiration and clarity and never missed a chance to speak from personal experience. This felt like it could form part of the company's tone of voice, however, it was at odds with Callum's aspirations for the brand.
If a company founder is the living embodiment of their brand, in most cases, the web copy will be a continuation of their voice. This is something I learned first-hand when writing for online wine giant Laithwaites. It may be a multi-million-pound company today, but the warm and down-to-earth tone of founder Tony Laithwaite still informs the brand's copywriting over fifty years later.
The founder's voice: Use it or lose it?
To help me understand his vision, Callum sent me to websites that he felt were kindred spirits. Quite rightly, everything about these websites was slick and built to sell. The question was whether this sharp style of writing coexist with Callum's natural voice.
Hyperice are the company behind Normatec compression sleeves, which are designed to boost recovery from sporting activity and injury. Pro Sports Recovery lets people hire this expensive kit for a sensible price.
Callum wanted his site to take inspiration from Hyperice, and it's easy to see why. The slick writing and presentation style are pure performance, just like the products, and it mirrors other smart sports brands like Nike and Peloton.
Up to this point, Callum's company had been a social media and word-of-mouth venture, so his voice had been the heart of the brand. But the website heralded a new era for the business, so it was time for a fresh, more sales-focused identity.
The copy for Pro Sports Recovery is built around powerful call-to-action points that are designed to secure both sales and enquiries for the business. Naturally, SEO was a prime consideration, and the clear descriptions of the service, subtly repeated throughout the site, put the company at the top of Google's listings for Normatec hire and similar searches (after sites with sponsored ads).
Ultimately, when you offer a product or service, every facet of your site should be geared toward selling it. But customers see through a hard-sell, so there is balance to strike, but I love the challenge. When you tour Callum's site, you will find that every section has a strong call-to-action and delivers a clear and enticing message. Since its launch, the site has driven a steady stream of sales that have helped the business grow.
The key to this project was listening carefully to Callum when he outlined his vision for the site. It allowed me to deliver copy that matched the sleek look and feel that his brand evokes.
If this case study piqued your interest, hire me to give your web copy some clout.