Website copywriting for a UK B Corp

The client: First Wealth

First Wealth provide financial management and coaching services to help clients live a life they love with none of the hassle often associated with financial planning.

With an entrepreneurial outlook and a fresh, personable approach to wealth management, the award-winning B Corp are on a mission to help clients use their wealth to improve their wellbeing and happiness.

The need

Rapid growth and success within the business had left First Wealth’s website struggling to keep up. The copy on the site lacked clarity and consistency, and improvements to the structure and flow were needed. It was time for an update.

The aim was to capture the essence of First Wealth in a website worthy of a fast-growing, award-winning business. They were already working with a designer who had created a brand-new look for the site – next, they needed a copywriter who could craft the copy and create a new tone of voice that reflects the personality of the business.

The solution

At first, the prospect of taking on another financial services client wasn’t hugely appealing. With a background in financial services marketing, I know from experience how hard it can be to make the subject sparkle and the business stand out from the competition in an already crowded market.

I completely changed my mind after speaking to First Wealth’s founding director, Anthony Villis. Anthony’s commitment to the company’s core values and B Corp status – and his desire to shake up the financial services industry and do things differently – was infectious.

I call it the goosebumps moment: that rare feeling I get when listening to a client talk about what they do and why they do it. Being clear on my own values, and with a desire to work with more B Corp businesses and companies that are driven by purpose, and not just profit, our businesses were a great fit.

Anthony was keen to communicate the personality of the business, as well as the company’s core values and coveted B Corp status. As we discussed the copywriting process, I reassured him that a good copywriter provides a clearer, more compelling and more articulate version of the clients’ own voice and writes in a way that speaks directly to their clients.

I also explained the importance of telling the First Wealth story in a way that communicates their capability, credibility and care, as trust is vital in the financial services industry.

The results

The resulting website clearly showcases the benefits of working with First Wealth. With a well-defined and confident tone of voice, it talks directly to their three distinct target audiences, showing empathy for the challenges their customers face and demonstrating understanding of their needs.

It provides reassuring answers to clients’ frequently asked questions, showcases their three key services – financial planning, financial coaching, and wealth management – and instils confidence and trust in the experience and know-how of the First Wealth team.

The project may be over but my work with First Wealth continues. Anthony and marketing manager Hannah know I’m always on hand when they need me to work my magic on their marketing materials. I’ve no doubt that the new website will strengthen the First Wealth brand, build awareness of their business, and help take them to a new level of success.

In the client’s words…

“We began working with Sarah at the end of 2020 when she agreed to produce the copy for our new website. We’re really delighted with the quality of her work, and the tone of voice she’s created for our brand is bang on. Sarah is a pleasure to deal with and has done a great job for us. I’m very happy to recommend her work.”

Anthony Villis, founding director

“What a dream it is to work with people like Sarah. It’s easy to say someone loves their job, but Sarah is made for what she does. These days, great writers are hard to come by especially in the business world. Sarah worked on our whole website development, tackling technical issues and making them understandable (and even fun!).

“Our MD and I spent no longer than 2 hours briefing the entire 30+ page project and Sarah was able to turn it into exactly what we needed. We threw her some challenges, but she never faltered and consistently delivered high quality work in a timely manner. All that is left to say is a huge thank you! I hope we get to work together again in the future.”

Hannah Thorp, head of marketing

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