What We Did
We needed to help Claire and Jo get their comms right, so that businesses could easily understand their offering and feel assured that they’d be working with two highly experienced HR professionals.
We set about by positioning Claire and Jo as the ‘glue’ to help fix the gaps in the HR Director’s day to day delivery. Next, we established that the overall reason for businesses to invest in the services of Practical Change Partners; it became clear that this was, ultimately, to achieve accelerated business success.
We created 6 digestible core product areas to explain each separate HR discipline that Practical Change Partners could help with, so that businesses could easily identify which area of their specialism was most likely to help them.
Finally, we redefined their proposition from a general sounding ‘HR & Change Solutions’ to a more end-goal focused ‘Joining the dots on your HR strategy.
Once the positioning was agreed, we updated their website from a simple 1 page brochure style structure to bespoke pages and site navigation that promoted their 6 core product areas, with an improved customer journey for prospects to understand what they could deliver, past success stories and high profile customer testimonials to reinforce their expertise and delivery.
We also updated plug-ins, created SEO improvements, and developed more detailed editorial copy to improve organic page ranking, as well as engaging content.