A private college in Canada got in touch about overhauling their written material. The existing copy was the product of a dozen authors and it showed.
We looked at the site audiences and settled on a tone of voice like a favourite teacher. Clear explanations, a few jokes and lots of we and you.
The client supplied the basic site architecture. My part was writing the copy, making sure each section stayed in its lane and sorting out the internal link pathways.
We removed nearly all barriers for inquiries and supercharged search, so the site is a genuine resource for users inside the college and out.
I also created a custom style guide to help staff feel confident using the new voice in other college material.