I took complex financial information about trusts, bonds, asset management and tax efficiency before making it easily digestible and engaging. This was to help Fleming Family & Partners update their website, allowing them to deliver what could be very dry information to their clients in a far more engaging ‘real world’ way.

So, I interviewed senior stakeholders in the company. I asked them to explain their products and services in lay terms with anecdotal examples. I wanted the reader to feel as though they were talking to these people face-to-face. This helped me develop a distinct tone of voice, while simplifying and adding context.

Using similar attention to detail, empathy for the reader and drive to simplify I worked with designers and UX to make sure content was presented as engaging to read and easy to navigate. Analytics show that average page times increased above 4 minutes (in the top 25% of websites) and enquiries increased by 22%.