After a strategic pivot, animation studio Aloe by Olivia needed a home page that would land with local government officials.
Process
I spoke with over 100 government employees, mapping specific phrases and thematic motifs that emerged in conversation. This process unearthed common pain points, frustrations, and psychographic motivations. Equipped with this knowledge, I drafted website copy, gathering both qualitative and behavioral feedback to further fine-tune the message.
Copy
The first text when you land on the website says, “Build trust through animated community outreach videos.”
This headline copy speaks to customer goals while clearly stating what the studio offers.
Tone
The tone of voice used for the site is both warm and professional. Warmth differentiates Aloe by Olivia’s voice from the dry and formal legalese government employees often read. The goal is to offer a breath of fresh air without veering outside the public sector comfort zone. A dash of fun, but just a dash.
Outcome
Testing and adjustments are ongoing, but initial feedback has been very positive. On a recent call, a prospective client said the language around building trust is the reason they reached out to discuss working together.