Global Health Travel
"Angus took the time to understand my business, my vision and the image I wanted to convey. We talked about the market I wanted to attract and the style and tone I wanted to project.
"I can’t tell you how pleased I am with the results. Angus has written copy that has been thought through in terms of how it relates to the site’s structure, its design and navigation, and the audience it’s targeting. I highly recommend anyone to use Angus Gordon for all your copywriting needs. I guarantee you won’t be disappointed."
> Cassandra Italia, director, Global Health Travel
The brief
Global Health Travel is a recent entrant in the growing industry of medical tourism. They engaged Usable Words to write web content with three main objectives: to build alliances with overseas hospitals, to educate visitors about the benefits of overseas medical treatment, and to encourage potential customers to make an enquiry by phone or email.
What we delivered
We recognised early on that this client's web content should be strongly focused on education and overcoming potential objections - Australian customers are typically curious but sceptical about travelling overseas for medical treatment. In response to this need, we developed a 5-step guide to medical tourism as the site's flagship content. The guide provides genuinely useful information to visitors, while simultaneously leading them towards conversion.
This 5-step guide, together with the supporting content we delivered, strongly differentiates Global Health Travel from other players in the Australian medical tourism industry, emphasising health and quality benefits rather the tourism and cost incentives that many competitors rely on.
The result
Global Health Travel's website projects an aura of reassurance and calm confidence. It's helped the client build relationships with some of Asia's most respected medical providers, and has produced a steady stream of enquiries from customers. Usable Words continues to work with Global Health Travel on content that positions them as an Australian authority in the medical tourism sector.
Complex Training Academy
…Engaging multiple audiences with multiple needs…
The brief
Complex Training Academy is a leading provider of training and recruitment for the security, cleaning and hospitality industries. They were completely redesigning their website, and needed content to engage two audiences with totally different needs: employers and jobseekers.
What we delivered
Our home page content provides clear, benefit-linked calls to action for the client's two most important target markets: employers, and candidates seeking work in the security industry. This segmentation means users quickly access content that is relevant to them.
The content on internal pages supports this approach by focusing on the key benefits the client delivers to each of its target markets. For instance, to emphasise the client's ability to help people who are traditionally disadvantaged within the job market, we used case studies of long-term unemployed candidates who have found sustainable jobs through enrolling in security courses at Complex.
The result
The client now has a website that clearly speaks to their target markets, and encourages interested visitors to take specific action. By writing effectively targeted copy, we've helped the site achieve a low bounce rate of 22.93% (April 2009 figures).
CRC Financial Services
…Making everyday Australians feel at home with financial planning…
The brief
CRC Financial Services is a Financial Planning firm located in Hobart, Tasmania. They were developing a new website, and engaged Usable Words to write content addressed to their target audience: middle-class Australians concerned about ongoing financial security.
What we delivered
Everything about the CRC website is focused on customers. Our content speaks directly to the middle-class target audience about their needs, fears and aspirations. It reassures everyday Australians that they've come to the right place: that this financial planner is for people like them, not rich people. The website even features an "About You" page to drive home this message.
On service description pages, the emphasis is on providing easy-to-read, honest, genuinely helpful information that gently leads users towards the desired action: calling CFC for an appointment.
The result
CRC has a website that grows their business by focusing on the needs of potential customers in their target market. We've built an ongoing relationship with this client, providing a consistent message throughout their marketing material.
PWK Group
…Not your average accountant…
The brief
PWK Group is an accounting firm that specialises in tax planning and strategic advice for businesses. Usable Words was engaged to write content for PWK's website, emphasising their proactive, relationship-based approach.
What we delivered
Most accountants' websites look boring and have content to match. This client wanted something different, and we delivered it: content that sounds like it was written by a human being, addresses clients directly with a focus on benefits, and summarises services in an readable, entertaining way.
Using everyday language rather than accounting jargon is a key point of difference for this client, so naturally we delivered content that reflects that approach.
The result
Thanks to our customer-focused content, the client's customers frequently comment on the positive first impression they gained through the website.
ANZ Corporate Responsibility website
"We needed to engage a copywriter to help refresh some web content relatively quickly. Angus did a fantastic job...his ability to take a brief and bring it to life in such a short timeframe is amazing."
> Belinda Wallin, Manager, Community Relations, ANZ
The brief
ANZ is one of Australia's top 10 listed companies and top 4 banks, with operations throughout Australia, New Zealand and the Asia Pacific region. Usable Words was engaged to refresh the Corporate Responsibility site content to make it easier to read and navigate, more up to date, and easier to maintain. The refreshed site also had to reflect the group's changed branding guidelines, and its change in focus from a country-specific approach to a global approach.
What we delivered
The existing Corporate Responsibility site was difficult to navigate and maintain, because content had been added haphazardly over several years, with no consistency of approach or formatting. Usable Words streamlined and reorganised the content throughout the site. We developed a new content template, ensuring consistency across similar pages. We clearly separated static and changing content to make the content easier to update.
We also rewrote most of the content, making it easier to read, more consistent in branding, more focused on case studies and tangible results, and more up-to-date.
The result
With our help, ANZ now has a Corporate Responsibility website that provides a readable and accessible introduction to the group's many community and environmental initiatives. ANZ has subsequently engaged Usable Words for further work.
ANZ Reconciliation Action Plan report
"Angus did such a fantastic job [with our web content] that we then engaged him to help with a report brochure. Angus's ability to take a brief and bring it to life in such a short timeframe is amazing."
> Belinda Wallin, Manager, Community Relations, ANZ
The brief
ANZ is one of Australia's top 4 banks. In April 2007, ANZ became the first major Australian company to register a Reconciliation Action Plan, making concrete commitments aimed at improving the lives and opportunities of Indigenous Australians. Usable Words was engaged to produce content for a 12-page report reflecting on the achievements and lessons of the Reconcialiation Action Plan.
What we delivered
Timeframes for this project were very tight. Usable Words was responsible for over 80% of the report's content. We wrote the summary content, organised interviews for case studies, conducted the interviews and wrote the case studies, delivering a full draft nine days after our initial briefing.
Writing on Indigenous issues needs to take into account the priorities and sensitivities of many different stakeholders, and large organisations like ANZ have a complex approval process. Despite this, our first draft was accepted virtually without revisions.
The result
The final report "The journey so far..." was printed and publicly launched on 12 December 2009 - less than a month after our initial briefing.