Nick Sturge MBE: book chapter

How we helped chartered director and strategic advisor Nick Sturge MBE articulate his expertise

Industry: B2B services, consultancy

Content type

Book chapter

Goals

To co-create a book chapter that distilled Nick’s experiences and wisdom

Results

Honed ideas into a format that met the book editor’s brief

Generated extra resources for Nick’s consultancy work

“It was catalysing.”

“It was catalysing. The process worked so well for me and I felt really pleased with the output.”

– Nick Sturge, Strategic Advisor

A strategic advisor sharing his wisdom in print

Nick Sturge MBE is a chartered director and strategic advisor for entrepreneurs and growing businesses. Former director of Engine Shed and current Non Executive Chair at TechSPARK, among other things, he has extensive experience creating and fostering innovation ecosystems which enable entrepreneurs to develop their ideas and businesses in a sustainable way.

As a policy advisor for UKSPA, the United Kingdom Science Park Association, Nick was asked to contribute a chapter on the entrepreneur’s journey to their book, The Planning, Development and Operation of Science Parks – UKSPA’s definitive guide to the creation and management of innovation locations in the UK. An expert in his field, Nick wanted to stamp his authority on the 6,500-word chapter, but wasn’t entirely sure how to get his ideas across. Cue RH&Co.

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The Challenge

Finding someone Nick could trust

Having not worked with a copywriter in this way before, Nick was unsure whether the process would be effective, or whether he would be able to let go of creative control enough to make it worthwhile. He knew he needed someone who he could trust.

From the first conversation with the RH&Co team, Nick says he saw how our approach was going to benefit him.

“The RH&Co team wanted to understand my thoughts,” says Nick. “Instead of just wordsmithing my spiel, they wanted to produce something that represented what I stood for.”

The writing process

Structuring streams of consciousness

Nick initially expected that we were going to rely heavily on his guidance, but he was pleasantly surprised.

“One can get protective of a style and it’s a fine balance,” says Nick. “I certainly need a challenge because sometimes I am wrong. In this case I knew what I couldn’t do was structure a stream of consciousness, but that’s what RH&Co did.”

images

A trust exercise that paid off

We started by briefing in overview, before going away and working on structure, and then interviewing Nick in more detail, producing copy and then iterating.

“Finding the balance with a professional partner in this context is important,” says Nick. “You can push back and say, no it’s better written like this, or that. We were able to do this because we built up a strong trust relationship, so there was room for constructive challenge and it kept our conversations easy and productive.”

That trust extended beyond working with Rin herself. “It’s often a challenge with an agency that you get 5 minutes of the expert, and 55 minutes of someone else,” says Nick. “But I didn’t feel like I was compromising with RH & Co.”

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The outcome

Not just clarifying a message, but creating it

The process of working with a copywriting agency like RH&Co was interesting for Nick, as it allowed him to produce new material that he otherwise wouldn’t have.

For instance, a diagram that was produced as a direct result of the process with us is now something Nick uses a lot, and is very popular with the people he uses it with.

“It was catalysing,” says Nick. “The process worked so well for me and I felt really pleased with the output.”

Cutting through the red tape

When the time came to hand the chapter over to UKSPA, the chapter was passed to their editor, who initially tried to iron out some of the more provocative points that Nick had made. But because of the collaboration that had gone into those 6,500 words, Nick knew exactly what he wanted to say.

“The process of working with RH&Co had given me the confidence to push back at the editor and stick to the points I wanted to make, which I don’t think I would have been able to do if I’d just written it myself.”

Work with us

Whether you’re ready to get started or want to talk through the finer details of your project, get in touch today to find out how we can help.

Work with us
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Nick Sturge MBE: book chapter

How we helped chartered director and strategic advisor Nick Sturge MBE articulate his expertise

Industry: B2B services, consultancy

Content type

Book chapter

Goals

To co-create a book chapter that distilled Nick’s experiences and wisdom

Results

Honed ideas into a format that met the book editor’s brief

Generated extra resources for Nick’s consultancy work

A disruptive product at the pre-MVP stage

Housecure is a proptech platform designed to make every aspect of home ownership a delightful experience, with an initial focus on removing the need for an offer-to-exchange period. It’s founded by Max Inglis, a serial entrepreneur, and Theo Inglis, a seasoned product developer and co-founder of digital consultancy Thought and Function.

‘Stress free property transactions’ is the strapline that describes the duo’s initial ambitions for the Housecure platform. And while it’s a disruptive proposition, Housecure are not attempting to be a cutting edge brand so much as an accessible one.

“We want to build a company that is actively helping people who are struggling in the market,” says Theo. “We believe they’re struggling unfairly, and the ones profiting from the current system are typically exploiting it.”

The Housecure team has larger goals as well. As Max explains, “The importance of a family home cannot be understated as homeownership boosts the educational performance of children, improves healthcare outcomes, lowers crime rates and lessens welfare dependency.

“It was catalysing.”

“It was catalysing. The process worked so well for me and I felt really pleased with the output.”

– Nick Sturge, Strategic Advisor

The challenge

The face of a product yet to launch

At the time of writing, Housecure’s vision lies behind an MVP still in development.

“Our mission isn’t to use the website as a means of lead generation yet – since we haven’t released the product,” says Theo. “We don’t care about how we’re ranking. The real goal is to be clear as to what we’re offering, so we can get beta users and build partnerships.”

images

Writing for an audience that might know nothing

“Both Max and myself are used to writing professional documents where you can assume a certain level of understanding,” says Theo. “But the Housecure site would need to be accessible.”

It was important to ensure the Housecure site was simple, clear and directed to the right audience – an audience that might not see their problem clearly enough to instantly recognise the value of the solution.

images

Fluid messaging for an evolving product

The platform needed a website that clearly articulated its mission, and that would be ready to welcome all users once the product went live, but that product was likely to evolve quickly.

“That’s the challenge of working with startups,” says Theo, “Right now we’re selling one thing, in three months time we should be selling something more or something else. So the key messaging on our website needed to be fluid, focusing on the heart of what we’re doing rather than just the features of the product.

The Challenge

Finding someone Nick could trust

Having not worked with a copywriter in this way before, Nick was unsure whether the process would be effective, or whether he would be able to let go of creative control enough to make it worthwhile. He knew he needed someone who he could trust.

From the first conversation with the RH&Co team, Nick says he saw how our approach was going to benefit him.

“The RH&Co team wanted to understand my thoughts,” says Nick. “Instead of just wordsmithing my spiel, they wanted to produce something that represented what I stood for.”

The writing process

Structuring streams of consciousness

Nick initially expected that we were going to rely heavily on his guidance, but he was pleasantly surprised.

“One can get protective of a style and it’s a fine balance,” says Nick. “I certainly need a challenge because sometimes I am wrong. In this case I knew what I couldn’t do was structure a stream of consciousness, but that’s what RH&Co did.”

images

A trust exercise that paid off

We started by briefing in overview, before going away and working on structure, and then interviewing Nick in more detail, producing copy and then iterating.

“Finding the balance with a professional partner in this context is important,” says Nick. “You can push back and say, no it’s better written like this, or that. We were able to do this because we built up a strong trust relationship, so there was room for constructive challenge and it kept our conversations easy and productive.”

That trust extended beyond working with Rin herself. “It’s often a challenge with an agency that you get 5 minutes of the expert, and 55 minutes of someone else,” says Nick. “But I didn’t feel like I was compromising with RH & Co.”

images

Work with us

Whether you’re ready to get started or want to talk through the finer details of your project, get in touch today to find out how we can help.

Work with us
img

Nick Sturge MBE: book chapter

How we helped chartered director and strategic advisor Nick Sturge MBE articulate his expertise

Industry: B2B services, consultancy

Content type

Book chapter

Goals

To co-create a book chapter that distilled Nick’s experiences and wisdom

Results

Honed ideas into a format that met the book editor’s brief

Generated extra resources for Nick’s consultancy work

A disruptive product at the pre-MVP stage

Housecure is a proptech platform designed to make every aspect of home ownership a delightful experience, with an initial focus on removing the need for an offer-to-exchange period. It’s founded by Max Inglis, a serial entrepreneur, and Theo Inglis, a seasoned product developer and co-founder of digital consultancy Thought and Function.

‘Stress free property transactions’ is the strapline that describes the duo’s initial ambitions for the Housecure platform. And while it’s a disruptive proposition, Housecure are not attempting to be a cutting edge brand so much as an accessible one.

“We want to build a company that is actively helping people who are struggling in the market,” says Theo. “We believe they’re struggling unfairly, and the ones profiting from the current system are typically exploiting it.”

The Housecure team has larger goals as well. As Max explains, “The importance of a family home cannot be understated as homeownership boosts the educational performance of children, improves healthcare outcomes, lowers crime rates and lessens welfare dependency.

“It was catalysing.”

“It was catalysing. The process worked so well for me and I felt really pleased with the output.”

– Nick Sturge, Strategic Advisor

The challenge

The face of a product yet to launch

At the time of writing, Housecure’s vision lies behind an MVP still in development.

“Our mission isn’t to use the website as a means of lead generation yet – since we haven’t released the product,” says Theo. “We don’t care about how we’re ranking. The real goal is to be clear as to what we’re offering, so we can get beta users and build partnerships.”

images

Writing for an audience that might know nothing

“Both Max and myself are used to writing professional documents where you can assume a certain level of understanding,” says Theo. “But the Housecure site would need to be accessible.”

It was important to ensure the Housecure site was simple, clear and directed to the right audience – an audience that might not see their problem clearly enough to instantly recognise the value of the solution.

images

Fluid messaging for an evolving product

The platform needed a website that clearly articulated its mission, and that would be ready to welcome all users once the product went live, but that product was likely to evolve quickly.

“That’s the challenge of working with startups,” says Theo, “Right now we’re selling one thing, in three months time we should be selling something more or something else. So the key messaging on our website needed to be fluid, focusing on the heart of what we’re doing rather than just the features of the product.

The Challenge

Finding someone Nick could trust

Having not worked with a copywriter in this way before, Nick was unsure whether the process would be effective, or whether he would be able to let go of creative control enough to make it worthwhile. He knew he needed someone who he could trust.

From the first conversation with the RH&Co team, Nick says he saw how our approach was going to benefit him.

“The RH&Co team wanted to understand my thoughts,” says Nick. “Instead of just wordsmithing my spiel, they wanted to produce something that represented what I stood for.”

The writing process

Structuring streams of consciousness

Nick initially expected that we were going to rely heavily on his guidance, but he was pleasantly surprised.

“One can get protective of a style and it’s a fine balance,” says Nick. “I certainly need a challenge because sometimes I am wrong. In this case I knew what I couldn’t do was structure a stream of consciousness, but that’s what RH&Co did.”

images

A trust exercise that paid off

We started by briefing in overview, before going away and working on structure, and then interviewing Nick in more detail, producing copy and then iterating.

“Finding the balance with a professional partner in this context is important,” says Nick. “You can push back and say, no it’s better written like this, or that. We were able to do this because we built up a strong trust relationship, so there was room for constructive challenge and it kept our conversations easy and productive.”

That trust extended beyond working with Rin herself. “It’s often a challenge with an agency that you get 5 minutes of the expert, and 55 minutes of someone else,” says Nick. “But I didn’t feel like I was compromising with RH & Co.”

images

Work with us

Whether you’re ready to get started or want to talk through the finer details of your project, get in touch today to find out how we can help.

Work with us
img

The Land App: messaging and website copy

How The Land App reimagined their message for a wider audience

Sustainability, tech, land management

Content type

Messaging, website copy

Goals

To create a website that reflects the brand’s evolution

To target an increased number of specialised audiences

Results

A website that positioned Land App for their next steps as a brand

UX copy that guides each user to the information they need

“We now have this fantastic website that elevates everything. To any client you can say, go and have a look at the website, and you can be confident that they’re going to find what they need.”

Tom Pearson, Communications & Marketing Lead

The digital mapping tool that became a movement

The Land App is an online mapping tool designed for land managers and their advisors, uniting data, advice and incentives in a nifty cloud-based platform.

Since their launch in 2015, Land App has grown to be trusted by over 4,000 rural teams and professionals across the UK, including big name land agents like Savills, land managers such as RSPB, and government agencies such as National Parks.

It’s fair to say though, that the purpose of the app had evolved beyond its initial boundaries.

At first it was simply an extremely useful tool to make sustainable land management easier. By the time The Land App team came to us in 2021, however, they were looking to facilitate connection between supply and demand in natural capital markets.

As a result, the website was out of date and no longer fit for purpose. Relaunching it, though, would not be a simple task.

The challenge

Jumping the communication gap between specialist and audience 

The Land App team is made of experts who each bring specialist knowledge to the table – from land management to permaculture, conservation and data analysis – and who are passionate advocates of their platform. But because everyone was so deep into their work, it was difficult to think objectively about their communication.

“Up to now, it’s been the founders trying to do everything themselves,” says Tom Pearson, Communications and Marketing Lead at The Land App. “But sometimes you need to step back and ask, are people understanding this? We have this rich, deep insight into what we’re doing, but how does that translate?”

The challenge

Targeting a wide spectrum of audiences

The Land App is an impressive tool designed for many types of specialist users. The trouble is that all of these users each have their own needs, and The Land App team were unsure of how to distil their message down through so many different channels on one website. 

“You could have an ecologist that’s using the platform for a habitat assessment, a surveyor doing someone’s building extension, or a land agent who’s completing a cropping plan,” says Tom.

“This makes the messaging really tricky to get your head around, because you want to appeal to all of these people. We could have funnelled people into a hundred different categories, but we also needed to distil the message without excluding anyone.”

The solution

An iterative approach

We began by interviewing The Land App’s team so that we could scratch beneath the surface to unearth the heart of their product. From this we created a document that presented our initial ideas so The Land App could begin to give us feedback about the language and messaging. After this we could run with their thoughts, mock up a couple of website pages, and receive feedback again before creating the entire site’s copy.

“The team are all so invested in the platform and the website,” says Tom. “It’s our baby and we wanted to make sure it was right. So it was really good to have these iterative drafts, to be able to comment along the way or have a call, listen to what you guys were saying, and make sure we were saying the right thing.”

The Land App saw this not only as a process that they were going to get great output from, but also as a learning exercise. It forced them to answer questions, such as who is using the platform? How can we streamline that without leaving anyone out? And how can we keep from overloading users with too much information?

Outcomes:

A message that speaks to everyone

Through our collaborative process, we found a way to present easily accessible information so that a surveyor, an ecologist, a farmer, an estate manager and a land agent could instantly see why they needed the platform. “To any potential client you can now say, ‘go and have a look at the website,’” says Tom, “and you can be confident that they’re going to find what they need.”

A website that positions the brand to go higher

While The Land App weren’t hiding their website before, they definitely weren’t flaunting it as a resource. That changed after the rewrite. “We now have this fantastic website which we can use as a trampoline,” Tom says. “It elevates everything.”

Work with us

Whether you’re ready to get started or want to talk through the finer details of your project, get in touch today to find out how we can help.

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Blueheart: SEO blogging

How we helped Blueheart broadcast their expertise in shame-free sex education

Industry: Sextech, healthtech

Content type

SEO blogging

Learn more

Goals

To boost organic traffic and app downloads

To showcase Blueheart’s expertise and establish credibility

Results

Increase in website traffic from 5,000 to 30,000 per month within 6 months

Ranked #01 on Google for a foundational keyword phrase

Blueheart – the app revolutionising the conversation around sex

Blueheart is a sex therapy app offering accessible shame-free sex education and guided Sensate therapy. Informed by the latest scientific research, the app helps couples to re-ignite their sex lives by refreshing the conversation around sex with honest and actionable support.

Launched in 2019, Blueheart caught onto the surge in demand for support over lockdown. The company has since grown to a team of 12 and has been featured by the likes of Vogue, The Guardian, and the BBC.

Since we began blogging for Blueheart in September 2021, the blog has played a key role in boosting organic traffic, leading to a significant increase in app downloads. Here’s how we did it.

“Organic visits are the most stable part of Blueheart’s acquisition funnel…”

“RH&Co helped us generate massive results over a span of a few weeks, and that’s just from the increase in traffic on the blog.”

– Camiel Roex, Head of Growth

The challenge

A mess of a marketplace – and middling results

Before they began working with us, Blueheart commissioned blogs on an online marketplace, but Camiel Roex, the brand’s Head of Growth, says the process wasn’t great. “You would send the brief, and the first version would always come back really bad. Sophie, our head of content, would have to rewrite the whole piece.”

It was an uneven process that led to about 5,000 organic visits a month. Results that weren’t really worth the pain.

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Scaling content and standing out

Needless to say, this wasn’t scaleable, particularly considering how much content they wanted to put out. “We’re offering lots of education,” says Camiel, “and if the education isn’t good, then the whole thing doesn’t work.”

Camiel knew that it was crucial for the brand to be seen as an authority in its field. Without this differentiator, people would see no reason to download the Blueheart app. “If we were just another blog with superficial tips, just copying what other websites did without presenting our own view, we’d have no unique offering.”

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The solution

An expert-informed, SEO-optimised process

Expert-informed

Before, when using the marketplace to find copywriters, Camiel never knew who he was briefing, and therefore the quality of content would differ greatly. He found that, because they had no prior involvement with the company, they often missed the mark on the topic, or weren’t able to implement Blueheart’s brand story in their work.

RH&Co

With RH&Co, it was a different tale. We were referred to Blueheart by Addland, a platform that had seen great results with our SEO-optimised blogging services.

To replicate a similar kind of success for Blueheart, we combined the skills of our editorial team with SEO-scoring software. This approach was fuelled by Blueheart’s SEO research into keywords that would help them compete on subjects they wanted to be an authority on.

SEO-optimised

To ensure the posts would be distinct – in line with Blueheart’s point of view, goal and target audience – one of their therapists would add in notes to each brief. This was the crucial expert-led angle to the content that would elevate it above the imitative SEO strategies of competitors.

The outcome

Soaring organic results

Since Rin Hamburgh & Co started blogging for Blueheart, organic visits have rocketed from 5,000 to 25-30,000 a month.

“We generated massive results over a span of a few weeks, and that’s just from the increase in traffic on the blog,” says Camiel. “This helped massively from an SEO perspective.

“There’s a blog we have on sexual frustration – we’re now number one on that keyword. We have 10,000 searches a month on it and it’s very relevant to our brand.

“Organic visits are the most stable part of Blueheart’s acquisition funnel. About 30% of people downloading the app after doing the assessment on the website came via the blog, or via Google, by searching for Blueheart or Blueheart reviews.”

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Making it quick and easy to stand out

In addition, Camiel is relieved with how much we sped up their blogging process. “We can run a full content marketer’s job in one hour a week instead of 20 hours,” he says. “And we don’t have to hire someone full time, which is important for a startup.”

Lastly, Camiel says: “We highly recommend RH&Co to anyone who struggles to find a good process to push out the quality content themselves. They are very responsive, stick to deadlines and the quality of the writing is very good. They have helped us to stand out and become an authority on certain topics.”

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Work with us

Whether you’re ready to get started or want to talk through the finer details of your project, get in touch today to find out how we can help.

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Nick Sturge MBE: book chapter

How we helped chartered director and strategic advisor Nick Sturge MBE articulate his expertise

Industry: B2B services, consultancy

Content type

Book chapter

Goals

To co-create a book chapter that distilled Nick’s experiences and wisdom

Results

Honed ideas into a format that met the book editor’s brief

Generated extra resources for Nick’s consultancy work

A disruptive product at the pre-MVP stage

Housecure is a proptech platform designed to make every aspect of home ownership a delightful experience, with an initial focus on removing the need for an offer-to-exchange period. It’s founded by Max Inglis, a serial entrepreneur, and Theo Inglis, a seasoned product developer and co-founder of digital consultancy Thought and Function.

‘Stress free property transactions’ is the strapline that describes the duo’s initial ambitions for the Housecure platform. And while it’s a disruptive proposition, Housecure are not attempting to be a cutting edge brand so much as an accessible one.

“We want to build a company that is actively helping people who are struggling in the market,” says Theo. “We believe they’re struggling unfairly, and the ones profiting from the current system are typically exploiting it.”

The Housecure team has larger goals as well. As Max explains, “The importance of a family home cannot be understated as homeownership boosts the educational performance of children, improves healthcare outcomes, lowers crime rates and lessens welfare dependency.

“It was catalysing.”

“It was catalysing. The process worked so well for me and I felt really pleased with the output.”

– Nick Sturge, Strategic Advisor

The challenge

The face of a product yet to launch

At the time of writing, Housecure’s vision lies behind an MVP still in development.

“Our mission isn’t to use the website as a means of lead generation yet – since we haven’t released the product,” says Theo. “We don’t care about how we’re ranking. The real goal is to be clear as to what we’re offering, so we can get beta users and build partnerships.”

images

Writing for an audience that might know nothing

“Both Max and myself are used to writing professional documents where you can assume a certain level of understanding,” says Theo. “But the Housecure site would need to be accessible.”

It was important to ensure the Housecure site was simple, clear and directed to the right audience – an audience that might not see their problem clearly enough to instantly recognise the value of the solution.

images

Fluid messaging for an evolving product

The platform needed a website that clearly articulated its mission, and that would be ready to welcome all users once the product went live, but that product was likely to evolve quickly.

“That’s the challenge of working with startups,” says Theo, “Right now we’re selling one thing, in three months time we should be selling something more or something else. So the key messaging on our website needed to be fluid, focusing on the heart of what we’re doing rather than just the features of the product.

The solution

A slick, SEO content machine

Resource

Addland already had the expertise to devise an effective SEO strategy. Now they needed resources that executed on it.

“There are endless agencies that offer copywriting services but we didn’t need copy for copy’s sake,” says Berian. “For us it’s an acquisition channel, so we needed people who had that digital marketing understanding.”

SEO

To create SEO targeted briefs, we used Frase, an SEO technology that looks after the keywords so writers can get on with the business of writing great copy. By doing so, we were able to create original guides to all kinds of land issues from smallholdings to stamp duty land tax and planting a forest.

Adaptable

“The RH&Co team was really adaptable in the way they worked with us,” says Berian. “After we gave feedback on the first two or three articles they created, everything was hands off. We could just deliver each brief and get an article back without issue. We published 20 resources like this, and the majority of them had no kind of overhead. It was slick.”

The writing process

Structuring streams of consciousness

Nick initially expected that we were going to rely heavily on his guidance, but he was pleasantly surprised.

“One can get protective of a style and it’s a fine balance,” says Nick. “I certainly need a challenge because sometimes I am wrong. In this case I knew what I couldn’t do was structure a stream of consciousness, but that’s what RH&Co did.”

images

A trust exercise that paid off

We started by briefing in overview, before going away and working on structure, and then interviewing Nick in more detail, producing copy and then iterating.

“Finding the balance with a professional partner in this context is important,” says Nick. “You can push back and say, no it’s better written like this, or that. We were able to do this because we built up a strong trust relationship, so there was room for constructive challenge and it kept our conversations easy and productive.”

That trust extended beyond working with Rin herself. “It’s often a challenge with an agency that you get 5 minutes of the expert, and 55 minutes of someone else,” says Nick. “But I didn’t feel like I was compromising with RH & Co.”

images

Work with us

Whether you’re ready to get started or want to talk through the finer details of your project, get in touch today to find out how we can help.

Work with us
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Actual Experience: white paper, blogging

How we cut through the complexity to help Actual Experience equip their enterprise partners to sell on their behalf

Actual Experience is a B2B tech business providing human experience management services for service providers and their enterprise clients. Actual Experience’s unique analytics capabilities pinpoint where within the digital ecosystem the causes of variability and poor experience are, enabling prioritised and evidence-based investment for digital leaders.

The challenge

Although their offering is distinct, because the concept of human experience isn’t always well defined or understood, distinguishing themselves from their competitors is a key challenge in all of Actual Experience’s marketing activity. Earlier this year they decided to refresh their content strategy and came to us to help them strengthen their position as experts within the human experience space.

The white paper

After submitting a proposal with a number of possible content options, we agreed to create a white paper based on interviews with their technical experts as well as further secondary research. The project also involved repurposing some of the white paper content into a series of blog posts designed to attract readers to download the full report.

“We’re in a complex and technical industry.”

“With no prior experience of our expertise, Rin and her team quickly took on board what we do and how it helps our customers add value.”

– Vaq Hussain, Marketing Manager, Actual Experience

The result

After the brief creation and interview stages, we were able to quickly deliver a white paper and associated blog post for Actual Experience, including updating the narrative in response to the COVID19 crisis, which kicked off just as the project was starting.

“The process of developing a white paper with Rin and her team was simple and painless,” says Vaq. “They delivered a really fast turnaround following interviews and research, and the final piece required minimal amends.

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“I would say Rin Hamburgh & Co’s strengths are not just in their writing. Rin and her team are excellent listeners. Finding the important details in what we were telling them, understanding the relevance to our audience and converting it to a usable content piece is what impressed me the most.”

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Work with us

Whether you’re ready to get started or want to talk through the finer details of your project, get in touch today to find out how we can help.

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The Land App: messaging and website copy

How The Land App reimagined their message for a wider audience

Sustainability, tech, land management

Content type

Messaging, website copy

Goals

To create a website that reflects the brand’s evolution

To target an increased number of specialised audiences

Results

A website that positioned Land App for their next steps as a brand

UX copy that guides each user to the information they need

The digital mapping tool that became a movement

The Land App is an online mapping tool designed for land managers and their advisors, uniting data, advice and incentives in a nifty cloud-based platform.

Since their launch in 2015, Land App has grown to be trusted by over 4,000 rural teams and professionals across the UK, including big name land agents like Savills, land managers such as RSPB, and government agencies such as National Parks.

It’s fair to say though, that the purpose of the app had evolved beyond its initial boundaries.

At first it was simply an extremely useful tool to make sustainable land management easier. By the time The Land App team came to us in 2021, however, they were looking to facilitate connection between supply and demand in natural capital markets.

As a result, the website was out of date and no longer fit for purpose. Relaunching it, though, would not be a simple task.

“As experts, we really know our stuff but struggle to communicate that expertise to the outside world.”

“Rin and her team have transformed the way we tell our story.”

– Tom Riglar, CEO & Co-founder

The problem

Technical expertise vs. audience

Before coming to Rin Hamburgh & Co, Morrow had written the occasional blog post but they found it difficult to prioritise this in a busy agency. And they were aware that the blog needed consistency in order to achieve results.

The Morrow team had some idea of what they wanted to write. They also had a vague idea of their client personas. But CEO Tom knew that the messaging connecting these two components was missing.

“As experts, we really know our stuff,” he says, “but we struggle to communicate that expertise to the outside world.”

images

Outcomes:

A message that speaks to everyone

Through our collaborative process, we found a way to present easily accessible information so that a surveyor, an ecologist, a farmer, an estate manager and a land agent could instantly see why they needed the platform. “To any potential client you can now say, ‘go and have a look at the website,’” says Tom, “and you can be confident that they’re going to find what they need.”

A website that positions the brand to go higher

While The Land App weren’t hiding their website before, they definitely weren’t flaunting it as a resource. That changed after the rewrite. “We now have this fantastic website which we can use as a trampoline,” Tom says. “It elevates everything.”

A key takeaway

The blog process doesn’t just showcase expertise, it builds it.

Tom said something that really stuck with us: “When you teach, two people learn.”

“In the briefing sessions, you’re forced to put your ideas into an order that is coherent for another human to understand,” he says. “This opens the doorway to challenge yourself on your topic, so you achieve a deeper level of learning that you otherwise wouldn’t.”

“It’s similar to a data transfer object (DTO) in software. You’ve got your database, with all its nuances and complexities, and you’ve got to send the person receiving it a coherent message. A blog is kind of like that: a way of encapsulating that forces you to think about both the sender and the receiver.”

The outcomes

Leads

When we began blogging for them in 2021, Morrow was approaching a tipping point in terms of fame. Their LinkedIn page used to get one organic follower a month, but after just six months of blogging and other efforts, they were seeing 6-7 new followers a week.

“Content marketing is a long term strategy,” says Tom, “but we’re already benefiting from an increase in the quantity and quality of leads, better brand awareness and a clearer focus on who our prospects are.”

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Recruitment

Morrow found that the blog posts have actually been most effective in their recruitment process as they’ve grown to a team of 15.

“The posts attract candidates, and the right kind, who are attracted to the ideas we are expressing on the blog,” says Tom. “We’ve found that junior developers are asking questions about topics from the blogs in interviews, showing great promise.”

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A stamp of authority

Published blog posts have also worked well as valuable sales and comms tools for various stages of the buyer’s journey. “Being able to say ‘I’ve actually written a blog about that recently’ has proved very helpful,” says Tom, “particularly in acquiring new business.

“Rin and her team have transformed the way we tell our story to prospective clients and partners,” says Tom. “Through a series of workshops and briefing sessions, they have created a range of written content for us that stamps our authority in the app development space.”

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