Web copywriting case study
Lantra – digital content
How do you excite and enthuse about the benefits of training courses while conveying detailed information about course content?
The answer is simple…you hire ProseWorks.
Lantra is the leading award body for environmental and horticultural training courses, and that is exactly what they did.
We were asked to rewrite 180 course descriptions, transforming them from flat, technical descriptions into inspiring and informative pieces of communication.
Of course, we kept all the technical stuff (as trainees really do need to know about the detail of courses and what they cover) but with our new headings, standfirsts, template and information hierarchy the new course descriptions drew readers in and inspired uptake.
We also identified and created a new tone of voice which we then rolled out across all 180 course descriptions.
The end result was message-led course descriptions that strike the right balance between inspiring potential students about the benefits of the course and giving them the technical detail they need to know.