Project Description

Client: V Group // Priority Pixels
Project: Web copywriting for company website redesign (agency client)
When: September 2018

DropCapCopy Copywriting V.Group Home Page

“Graeme’s a pleasure to work with. He’s written copy for several of our larger client projects, and is professional, diligent and efficient in everything he writes, meeting our client’s expectations with ease. I’d have no hesitation in recommending him to anyone looking for web copywriting writing services.”

Nathan Yendle, Priority Pixels ~ Web Design & Digital Marketing Specialists.

V.Group is the leading independent provider of global marine support services. Offering ship management services for commercial shipping, cruise, energy, and defence industries, they have over 30 years of unrivalled industry knowledge.

V.Group Background

Covering over 20 brands, the current V.Group website had become difficult to navigate with no clear structure. Adding to that, much of its content was out of date, too long, and without a clear tone of voice. Not a great look for a leading global company.

To showcase its services and key brands effectively, V.Group needed a complete web development and redesign. This also included all new copywriting content across the entire site. This is where I got the call from marketing agency, Priority Pixels to join the project.

The brief

The existing copy had become hard to read, lacked clarity, and had no clear tone of voice. V.Group wanted short, easy to read, more dynamic copy – a direct contrast to the long and overly-technical content on their old website.  This was an ideal opportunity to have fresh and engaging copy written for every page. Though more direct in style, the copy also had to be business-focused, connecting with V.Group’s target customer group of ship owners and managers.

The new site also included case studies, brand intros, and video scripts across its 50 pages. Initial calls to the V.Group marketing team confirmed the style and tone the copy should take. And I also had brand guidelines and strategy and values propositions, giving me all the info I needed to get started.

The web copywriting process

Starting with the Technical Management section, I provided the intro page and 6 subpages for initial review. After some minor tweaks and edits to make sure they hit the mark, the pages got full approval. I then moved on to the remaining 40+ pages, including the more formal pages in the Our Group section.

Phase two of the project included:

1). Case studies based on previous V.Group projects in different key areas

2). Short intros and pages for 15 of V.Group’s main brands

3). Six video scripts covering each of V.Group’s main services

After internal checking with the Board of Directors, Executive Team, and relevant departments, the V.Group site went live at the beginning of October 2018.

Clear, direct, and dynamic copy is essential for websites. Get in touch today to talk about the web copywriting you need for your website.