Web copywriting case study
Agriculture and Horticulture Development Board – web copywriting
Farmers and growers are busy people. They need practical advice and information that’s quick to find, easy to read and to the point.
When it comes to growing and farming, AHDB are the font of all knowledge and expertise. The problem was most of that information was in ‘old school’ factsheets, booklets, case studies and other write-ups in PDF format.
They therefore turned to ProseWorks to transform this vast information bank into easily digestible web copy for their online knowledge library.
We put together a crack team of web writers to create 600 new pages, all following AHDB’s page templates and wire frames.
Written in a punchy but informative and authoritative style, these web pages covered everything growers and farmers need to know on horticultural and environment issues.
Headings, stand-firsts and cross headings were written to improve navigation and to make it more scannable. Paragraph breaks and bullet points helped to create the white space to make it easy on the eye.
And of course, key words were employed to improve SEO and searchability.
Once we’d completed the first draft our writers swapped texts to review one another’s work. This ‘reality check’ swept up any niggles and twitches in the copy and ensured a consistent style and tone across all the copy.