So he started his own Independent Bookshop rather than be unemployed. Smart move.
Ensuring he wasn't putting all his eggs in one basket, John then opened an Indy publishing company from the same premises - Wolfpack Publishers.
He's busy! He's also way more excited about reading books, and graphic design, than he is about writing marketing content or copywriting for his business.
So when John asked us to look over his website, we could see where a lack of time and copywriting experience was having a negative impact on his publishing business. We were delighted to help!
Who is the Audience?
We started thinking about our target market - who is John's audience?.
People who buy books? Yes, maybe, but really - people who buy books go to Amazon, or the Book Depository, now don't they?
The few good souls who want to support an honest publisher by purchasing directly from them are looking for this publisher's website anyway, with the decision to buy already made.
So, yes, let's make it easy and pleasant for people who want to buy books, but who are we really after? Who do we want to catch when they are searching and browsing?
Writers Need Publishers!
We want to focus on the writers, especially as the whole concept and 'Unique Selling Point' of Wolfpack Publishers is to offer a better deal for the writer; the guy or gal who is, after all, doing the bulk of the hard work on any given book.
So, we looked at what was there, and shuffled things around. The original home page featured a rambling non-essential promo stunt for one of their books, which is great, but shouldn't be the first thing folk see when they land.
Instead, we went with focus on their target market, and the unique selling point, with copy written to convince and assure writers that this is who they want to publish with.
Keyword searches formed the basis for the content upgrade - with words and phrases like 'Be a Writer', 'Publishing', and 'Get Published' showing up as rather high on the writer's agenda.
Nobody was surprised.
We made these top words and phrases our Page Titles, and used them in the descriptions and headings in every way plausible, while keeping the content tight.