Targeting the text at different audiences
The Axis Group specialises in maintaining and improving housing, retail and commercial properties. The Group has turnover in excess of £75 million and employs more than 500 people working out of six offices across England.
The group needed a website that would demonstrate the range of its expertise, its extensive experience and the wide range of benefits it can deliver to clients. I was asked to write large sections of this site, generating the material through a series of interviews with senior staff at the company.
The challenge was to address the needs and concerns of very different audiences: Axis works in three distinct areas, and each has its own requirements. Axis focuses on providing services for:
• Social housing providers – helping them to raise standards of accommodation
• Commercial organisations – through facilities management services designed to maintain and improve working environments
• Retail organisations – creating display solutions to give products, brands and store environments maximum exposure.
I created an extensive ‘About’ section and wrote text for each of the three core business areas, emphasising the benefits delivered to clients throughout, to ensure the site functions as an effective sales and marketing tool.
[blockquote-right]”We were very happy with the results”[/blockquote-right]
Paul Smart, Group Marketing Manager at Axis, says: “Simon was quick to recognise the different audiences that Axis’ three divisions communicate with and was effective in incorporating appropriate tone, terminology and context to the content he created. We were very happy with the results and have made very few changes to Simon’s original copy in the time the site has been live.”