Context:
Lots of existing leadership websites are focused on making people who are in leadership positions become better leaders. There are not a lot of platforms young people can relate with, especially people who are not in leadership positions, and who do are not even sure about what next for their careers.
The fix:
Understood their target audience and created a mini style guide to help adapt the tone of the web copy to suit the context being addresses. After doing that, I worked on the the website copy, choosing words that their target audience could relate with and that attempts to solve the challenged they may be facing.
- Created a basic content style guide to direct how copy should be written for JLI both during the project and after the launch of the brand. Chose this based on conversations and the research result provided by the UX Researcher.
- Also, I created a personality and tone of voice for the brand. This ensures that the brand's tone remains unique regardless of the content purpose, situational context and even time. This was also chosen based on target audience research and conversations with brand stakeholders.
- Using the guideline and the tone already defined, I wrote the website copy for the Homepage, Content, Consultation and About page—all of which correctly highlighted the brand as the home of leadership knowledge and a ready-made community for the young.
