About the Client
OFS (Operational Feedback Systems) are a Melbourne based company that specialises in creating performance monitoring software (and associated hardware components) for manufacturing companies. They have a digital forms solution and a line performance monitoring solution — both geared at manufacturers.
The Brief
The marketing team at OFS reached out to me because they were looking for a copywriter who could work with them on an ongoing basis to complete projects.
One major project we kicked off quite early on was a website copy rewrite, as part of their overall website refresh.
The goals for this project were to increase the company’s market share and hopefully increase cross-selling between departments and production lines with existing customers.
The Work
OFS had some initial reference materials for this project — a brand book, sales playbook, design mockups, sales demos, and some ad keywords they’d used previously.
They’d also sent out some “stakeholder exercise sheets” to gather input across five key internal stakeholders for the website. Part of my job involved consolidating the stakeholder input so that the draft reflected the preferences of the majority. It wasn’t my usual briefing process, but it’s always good to try new approaches in case you pick up something new and useful for future projects!
In hindsight, in similar situations where multiple stakeholders are required to brief on a single project, I’d rather do it via a single, shared written briefing document or in a single group call. That way, there’s more transparency and we have the ability to build consensus in real time. But I don’t mind the process of consolidating after everyone’s had a say if it’s not possible to get everyone’s input at once.
Once I had everything I needed from the briefs, I was able to begin drafting the website copy. Pages included Home, About, Products (incl. 2 individual products pages), Industries (incl. 6 individual landing pages), Resources, Why OFS (incl. 3 individual landing pages), OEE landing page, Careers, Contact, Partners, and Enquiry pages. I also refreshed some blog articles and case studies, ready to go live on the new site.
Because we were creating and updating a lot of pages, I also created a simple spreadsheet system to track the status of each page and where the draft copy was located.
Other Projects
Aside from the website copy, we also collaborated on a number of other writing projects, including email nurture campaigns, LinkedIn ads, reports, quarterly campaigns, sales email templates, and more.
