The OAG is an American company specialising in SEO for small to medium-sized businesses.

The Brief

They were about to open a new London office, so commissioned me as a UX writer to re-write the whole site with a new user in mind; a British business owner. They requested a ‘King’s English’ update of the site with the user persona / profile of a UK-based digital business owner in mind. It was important to retain the brand’s personality and tone of voice while making these changes.

There was a tight deadline of just one month , with 20 pages of information to adapt and convert.

My Process

We discussed the minimum viable product that could be produced before the UK site went live – and talked about must-haves, should-haves and could-haves. It was important to the OAG to connect with business owners by using their language. This included changing U.S metaphors for more ‘British’ ones and eradicating jargon so the service was clear and approachable. It would also be a benefit if I could make the sentences ‘flow’ and edit some of the pages using more concise language that would appeal to a time-poor user.

I was able to determine where to make cuts and make pages more concise by speaking to the team about User flows. Some pages duplicated existing information or simply didn’t stick to the company’s goals.

The Results

A new ‘King’s English’ version of the site, delivered on-time and under budget, ready for launch.

Similes such as “In a world where SEO agencies are as common as pumpkin spice lattes in October,” became “In a world where SEO companies are as common as strawberries and cream at Wimbledon.”

I incorporated the OAG’s brand personality throughout and Anglicised all pages, ahead of the deadline.