Ben Joseph Joinery
The Project
Website copy as part of a complete rebrand
The challenge
Ben Joseph Joinery are a family-run company who have been crafting bespoke furniture for 25 years. After so long, the vision of what sort of projects they loved the most became clear. And so the intention behind this rebrand was to niche down and attract more that type of customer. The aim wasn’t necessarily to get more work, but a rather specific kind of work.​​​
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Their client base and incoming leads were already strong, so they needed:
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To establish their ideal customer
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To establish their tone of voice to be carried through all of their messaging
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A website that reflected both of these things
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The website copy needed to stick to the newly established tone of voice and speak directly to the hearts of their ideal customer. It needed to be clear, concise showcase the company’s skills and expertise, and provide clear next steps for interested visitors.
What I did
Firstly, together with the team at Ben Joseph, we got really clear on the persona of their target customer. We focused on who they might be, what they’re looking for, and what their priorities are.
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Then we analysed competitors. We looked specifically at direct competitors but also those the team wanted to move away from to ensure there wasn’t similarity in their messaging.
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When crafting the copy, I made sure to use language that would be used by this target customer, avoiding terms that might be used by competitors with different offerings.
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I added an About Us and a Process page to show customers exactly what it’s like to work with Ben Joseph. I also used storytelling to conjure up images, scenarios and narratives that place the client in the centre of them – already imagining how it might feel to live in a space created by Ben Joseph.
The Result
A fine-tuned, concise website that truly represents Ben Joseph’s brand and offering and successfully positions them in the market. With an established messaging framework that we have since carried through to their social media, Ben Joseph have seen an uptake in enquiries from the right people. Nice!