Ziv Sigoura, founder and Managing Director of Central Quest, felt that his company’s website was in need of a little sprucing up — particularly the copy. We were charged with updating the copy to better reflect the unique qualities of the exclusive matchmaking and introduction agency, and make a more persuasive sales pitch — without being ‘sales-y’.
Before embarking on a full copy rewrite, we researched the introduction agency market to see what other operators were doing in terms of their positioning and proposition. What we discovered was that many had copy that was indistinguishable from their competitors, and few had any real sense of individuality or personality. We then conducted a number of interviews with Ziv to get a deep understanding of his business and what makes Central Quest different from the competition. Ziv also asked some of Central Quest’s satisfied clients to describe what they thought made the company unique.
Drawing on our research, and working with copywriter Konrad Sanders, we rewrote all of the primary pages of the website. The style of the copy was informative and professional, but also warm, friendly and fun — much like that of Ziv and his team. The main copy was then supported with a number of targeted hybrid landing pages that focused on key demographic groups within Central Quest’s target market (e.g., single men, divorced women, widoers, etc.).
In addition, although we did not re-design the website, we made a number of styling changes to improve appearance, including changing the typography and selecting new photography. We also introduced landing page and lead capture functionality to the backend of the site to support a PPC ad campaign.
Finally, we produced a video that gave an insight into the approach and practices of the company, drawing on the personal story of Ziv Sigoura, and the reasons he founded the business.