Marijane Shufro over at Fletcher and Wilder Communications just posted a very nice recommendation of my recent work on a website they are creating for Pinnacle Rock Mechanical Services. You can see it on my LinkedIn profile.
This was a fun project because we really turned up the juice on the original concept.
The first thought was a simple 6 page site describing the services Pinnacle Rock offers. Not that there is anything WRONG with that kind of approach, but…*snore*
Upon reflection, we decided to scrap the whole idea of having one page on ventilation, another on air conditioning, and so on. Instead, let’s tell visitors to the site (owners and managers in charge of facilities management) what they really want to know.
Will Pinnacle Rock reduce my expenses and make managing my business easier?
Writing to Create Buyers
So I wrote a mini-white paper on how your business could save tens of thousands of dollars through regular maintenance. It seems that equipment and repair expenses typically increase by a factor of 15 or more if regular service is delayed. That’s a huge number that most budget planners don’t account for when they look to reduce budgets by deferring maintenance.
Then we connected with some clients and wrote three absolute killer mini-case studies to DEMONSTRATE how Pinnacle Rock solves real problems for real clients. It makes Pinnacle Rock look like rock stars of the HVAC universe. Of course, it helps that they play like rock stars, and their fans adore them.
That’s what I mean by copy that sells – creating a message that is so clear and so compelling that readers can’t wait to pick up the phone and do business with you. I can’t wait to see how this new site helps Pinnacle Rock grow the business in the coming months and years.
Marijane and the team over at F&W were great to work with. I haven’t seen the design but I expect the finished website should be up soon. I’ll post the link as soon as I get it.