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Case study: content creation for Wessex Guild of Craftsmen

This Hampshire arts organisation was updating its website and needed a review of all the words throughout the website. It also wanted a content plan created and actioned. This would ensure the website was always fresh and would attract site visitors and new members. The Challenge The Wessex Guild of Craftsmen‘s previous website was very […]

Written By Linda Banks

On March 31, 2020
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This Hampshire arts organisation was updating its website and needed a review of all the words throughout the website. It also wanted a content plan created and actioned. This would ensure the website was always fresh and would attract site visitors and new members.

The Challenge

The Wessex Guild of Craftsmen‘s previous website was very out of date, with many errors in the member profiles and a lot of out-of-date content. The Guild’s committee wanted the new website to enhance its reputation, to be a fitting showcase for the members’ craft and art work, to explain clearly the aims and benefits of membership, to highlight the events that members were attending and to encourage sales of their art and craft work.

Method

A review of all the existing content was undertaken. Following discussion with the committee, all the words were updated or rewritten. The main aims were to raise the profile of the Guild, attract new visitors to view and purchase members’ work, and boost membership of the Guild.

The text was written from a user perspective, with the first person used across the member profiles to engage better with site visitors. Each profile was reviewed and edited to maintain clarity and the professionalism of the site.

The home page summary text was simplified to show clearly the organisation’s aims and objectives.

The membership page was updated and clarified to explain the benefits of joining. It was accompanied by a new, online application form.

An events section was included in each member profile to make it easy for visitors to see where they could meet the craftsmen and women in person.

The Guild recognised the benefits of posting regular, new content on the website. This would ensure that visitors would see that the Guild was professional, proactive and sharing the latest news and events. It would also help organic searchers stay longer on the site when they arrived, reading interesting and useful posts. Such updating of content and visitor retention would help the website’s ranking with search engines, improving its standing in search results.

It was agreed that at least two new content pieces per month would be shared in a blog on the website. These would comprise previews and reviews of Guild events, as well as a Meet the Maker focus piece about a particular member’s work and inspirations. This would help visitors understand the crafter’s process and a little about why they worked with specific materials and designs.

The new content could be shared on the Guild’s social media channels too, increasing reach and engagement. As the Guild is a visual organisation, it was advised that an Instagram account should be set up to share images of members’ work and publicise events.

Results

The website was relaunched with more friendly, welcoming text throughout. Members’ profiles were up to date, polished and professional. Links to their own websites and social channels made it easier for website visitors to contact them and, hopefully, buy or commission an artwork.

The membership information was clear and straightforward, helping prospective new members understand the benefits of joining.

Links between pages were added, to encourage site visitors to stay on the site for longer and improve the website’s ranking with search engines.

Since launch, as per the agreed content plan, several blogs have been written and uploaded to the website, featuring content like a brief history of the Guild, individual makers’ work, forthcoming events and the latest news. These have all been written from the reader’s perspective, with the aim of building trust in the organisation and its members.

The committee and individual members are delighted with both the new website and the ongoing management of the content plan on their behalf. They are keen to maintain the good relationship they have built with Wordbanks to ensure that the site continues to increase engagement with buyers and new members, ensuring the prosperity and expansion of the group. Regular, ongoing contact between us ensures the right content is written and shared.

Does your company website need a content refresh? Please get in touch to see how we can help you. We will take the time to understand your business aims, make suggestions and tailor a package to meet your needs.

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