Women In Tech SEO is home to thousands of women in marketing. This global community is on a mission to drive positive change in the SEO and marketing industries. From a thriving online community, resource hub, and mentorship programme to in-person all-women conferences across the UK, Europe and USA, Women In Tech SEO is dedicated to championing women in marketing.
I worked with Areej, the founder of Women in Tech SEO, to redefine their brand voice and messaging strategy. As part of this messaging and copywriting project, I refreshed key copy elements across their website and social media profiles. All with a stronger, more impactful community focus that really showed what Women In Tech SEO is all about.
Making sure WTS messaging reflected the community’s evolutions
Areej first created the Women In Tech SEO community in 2019. Working in the technical SEO space, Areej craved a safe space to connect with other women in the field. So, she built one.
What first started as a space for women in technical SEO to learn, share, and grow together has since grown into a dynamic hub of over 6,000 women across all fields of SEO and marketing.
Despite the community’s impressive evolution over the years, the messaging stayed the same. This meant there was a disconnect between the community’s internal impact and its external perception.
Areej wanted Women In Tech SEO to be seen as the go-to space for women in SEO and marketing. She knew in order to do that she had to update the messaging so it reflected the nature of the community today.
*Note to share that we have since written an updated version of the WTS website copy. The updated version reflected changes in the WTS mission and brand purpose, in which they opened the doors of WTS to other marginalised genders. This shift reflects an evolution in the WTS brand, a recognition of how they support even more people, and ensure inclusivity for more people. An updated case study will be coming soon to show how we refreshed their copy to reflect this new approach.
Redefining the WTS voice with a Clarity Action Plan
Areej first booked a Clarity Action Plan to define the Women In Tech SEO mission, vision, and audience. During this consulting workshop, we deep-dived into the purpose and goals of the community. This helped lay the foundations for the redefined brand voice and messaging for Women In Tech SEO.
Bringing the messaging to life with voice of customer research
After the Clarity Action Plan, we then worked together to update core copy on the Women In Tech SEO website and social media profiles.
For the website, we refreshed the copy for the following core pages:
- Homepage
- Join us
- Partners
The Clarity Action Plan informed the initial brand research for the copywriting project. Building upon these insights, I conducted deeper audience, brand, and market research. After analysing this research, I developed a brand messaging blueprint which serves as the cornerstone of the Women In Tech SEO messaging strategy.
The Women In Tech SEO community wouldn’t be what it is today without its members. So, prioritising their member’s experiences was crucial. To do this, I conducted voice of customer research through interviews and a survey.
When analysing this voice of customer data, I focused specifically on user motivations for joining, other solutions they had tried before, the draw of Women In Tech SEO and any hesitations they had. We also explored their experiences before and after joining the community, as well as the impact it has had on their careers and lives.
Writing new website copy that reflected community member experiences
This voice of customer data was then used to develop the core messaging for Women In Tech SEO based on their recurring patterns, sentiments, and experiences.
Members also expressed hesitations in joining due to initially thinking it was exclusively for people who worked in the technical SEO field. We knew overcoming this barrier had to be a central part of Women In Tech SEO’s new voice. When writing the website copy, I focused on overcoming this hesitation. This can be seen in headlines such as “The community for Women in Tech SEO (and beyond)” and “This community isn’t just for tech SEO pros”.
One of the main motivations for joining the community was due to feeling isolated and lacking a supportive network within their industry. So, we acknowledge this in the copy and highlight Women In Tech SEO’s commitment to being a safe space that empowers women.
The updated website copy and social media bios for Women In Tech SEO was written with a community-first approach, putting their members at the heart of their words. When rewriting the website copy, I also wireframed the copy flow. This wireframe offers a data-informed layout for maximising the impact of the copy.
Helping more women find the WTS community
As soon as the copy was handed over, Areej updated the Women In Tech SEO website and social media profiles to incorporate the changes. This allows them to start capitalising on their redefined brand voice while the development of an updated website design is in the works.
This updated copy has strengthened Women In Tech SEO’s voice and messaging, helping them connect with even more women in the SEO and marketing fields. The messaging better reflects the experience you can expect to have when joining the community. The copy developed has also helped them alleviate hesitations about joining the community.
New members have since reported finding Women In Tech SEO from organic search results when looking for a community. This success is all thanks to the improved SERP positioning achieved through the newly developed website messaging.
Sneak peek at the copy
