Executing a Major Content Overhaul
The Brief
“It’s a mess…“
Butterfly Agency in Melbourne had a top client in need of a major website overhaul. They handled the redesign, and engaged me to take care of the words.
The problem?
The client’s website had been written, edited and rearranged over the course of many years—by multiple people. This resulted in a site that was bogged down with corporate jargon, and confusing for users thanks to an inconsistent tone and message. It was a mess.
The Solution
“Extra shot, please“
With more than 50 pages of content to edit, proofread, and mark up, I needed coffee.
After that, it was important to maintain control. Version control, that is. I created new versions of the copy for each round of edits, and used Google Docs’ change tracking system to keep the client involved in the process each step of the way. I made hundreds of edits and every single one was documented and clearly explained to the client. This meant there was no chance of ambiguity or misunderstanding.
When I sent the edited document back for review, I was nervous, but the client came back with nothing but positive feedback! A couple of very light revisions later, we were ready wrap up my side of the project.
The Outcome
“Seamless”
After plugging my overhauled copy into a variety of editing tools to test its readability, I was rewarded with a greatly reduced readability grade—meaning it took significantly less time and brain power to digest each page.
The client loved the result, and the agency said working with me was “seamless” because I used structured processes and communicated clearly every step of the way.
See the testimonial here