I worked with Nettra to refresh old blogs on their website to improve their SEO performance and make them more engaging to readers. After the success of that project, they asked me to assist them with rewriting their website. In addition to updating their branding, they wanted to reposition the website content toward a new target customer: credit unions and community banks.

Nettra's old website primarily targeted attorneys. While they didn't want to stop serving law firms, they did want to showcase their revolutionary processes for driving incredible growth for banks and credit unions.

The copy on the old site focused heavily on Nettra's experience and proficiencies. While I do believe that a website should position the business as an expert, I prefer to focus more on the challenges customers face and the successes they experience when partnering with a business. I find it to be more compelling for visitors because it puts their experience at the forefront.

The new copy for Nettra had a better balance of highlighting their customers' challenges and successes while also building credibility for Nettra by demonstrating their experience and results.