Website Copy

Client:

Blue Campaign, a UK national rewilding campaign. The target audience for this piece were UK based individuals and organisations with responsibility for an outdoor green space - be that garden or roadside verge or playing field.

Challenge:

The aim of the project was to simplify the Blue Campaign home page, and funnel people towards the right information. The project came with two challenges:

1. Turning complex rewilding concepts into simple to understand ideas that would keep the reader moving down the page, and inspire them to take a simple call to action.

2. The project targeted 3 different audiences, so three different calls to action were needed.

Solution:

The audience comes to the Blue Campaign home page in several ways. Some find the campaign via social media, but they have a significant word of mouth presence. This made it important to start with an introductory paragraph. Because the topic is quite complex, I decided to keep the copy short and to the point so the audience can quickly identify the benefit of being on this page. The calls to action are short and benefit-focused, making it easy for the reader to find the one that’s right for them.