I love this kind of project. Here, I had a blank canvas to set the stall out for a burgeoning business. This prospect sends some writers a bit squirrelly, but I've always enjoyed the opportunity.
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Listening to the client and understanding their aspirations for the brand is an essential part of the process. But there is another factor that writers often overlook when creating the tone of voice for a founder-led business.
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I'll explain in due course, but first let me introduce the project.
case study
setting the tone for recovery-tech brand Pro Sports Recovery
website copywriting
company + founder
Pro Sports Recovery was created by professional footballer Callum Reynolds, who spotted a gap in the market for the kind of recovery compression technology used by elite athletes.
The tech has many uses but is prohibitively expensive, creating a barrier for people who only need the device for a short period. Couldn't they just rent it? Not until Pro Sports Recovery arrived.
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Callum owes his football career to the technology, so who better to evangelise? But the way he talks about the product was very interesting to me.
This brings me back to the copywriting element that's often overlooked, as I'll explain.
founder's voice: use it or lose it?
If the founder is the living embodiment of their brand then, in many cases, the web copy should be a continuation of their voice.
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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 style over fifty years later.
During my kick-off meeting with Callum, I listened closely to the way he spoke about his service 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 tone of voice, but it was at odds with Callum's aspirations for the brand.
To help me understand his vision, Callum sent me to sites that he felt were kindred spirits. Quite rightly, everything about these websites was slick and built to sell.
Could this sharp style of writing coexist with Callum's natural voice?
the inspiration
Hyperice are the company behind Normatec, a suite of compression recovery products that boost recovery from sporting activity and injury. Pro Sports Recovery lets people hire this expensive kit for a sensible price.
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Callum wanted his site to take inspiration from Hyperice, and it's easy to see why. The slick writing and presentation style is pure performance, just like the products, and it mirrors other smart sports brands like Nike and Peloton.
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Until now, Callum's company had been a social media and word-of-mouth venture, so his voice had been the heart of the brand. But his website heralded a new era for the business, so it was time for a fresh direction.
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Callum's voice can still be found in his blog posts and social media output, but his website demanded a new, more sale-focussed identity.
When writing the copy, Hyperice offered a useful touchstone, but I wanted Callum's site to be more persuasive.
Let's see how I got on.
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the result
The copy for Pro Sports Recovery is built around powerful call-to-action points that secure sales and enquiries for the business.
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Of course, SEO was a prime consideration, and the clear descriptions of the service, subtly repeated throughout the site, puts the company top of Google searches for Normatec hire and similar searches (after sponsored ads).
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Ultimately, when you offer a product or service, every facet of your site, from landing pages to the 'about me' section, should be geared to sell. But customers see through a hard-sell, so you have to be clever with your copy.
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At the time of writing, Callum's website is still waiting for finishing touches like a booking section, but if you tour the site, you will notice that every section has a strong call-to-action and delivers a clear and enticing message.​
