Case Study: Owners Voice
The Situation
From a site that was not getting traction, to 4 new clients in 2 months
Colm Whyte had just started Owners Voice, and the website he built himself was not gaining traction with the senior clients he wanted. It was not telling his story or speaking their language. We rebuilt a site that was not even a year old. Here is what changed.
4
New clients started in the last 2 months
C-suite and Director
More traction with the audience the new site is written for
In the room
Colm now shows the site to leads as part of his sales conversations
What the Client Had to say
“I had just started Owners Voice and my own website was not getting me anywhere. It didn’t tell my story and it didn’t speak the language of the directors and founders I work with. Web8 got that straight away. The rebuilt site now sounds like me, I’m comfortable showing it to leads, and I’ve started working with four new clients in the last two months.”
Colm had recently started Owners Voice and built a WordPress site himself to get the business online. It was not even a year old, but it was not gaining traction. It did not tell the story he wanted to tell, and it did not sound like the experienced, independent adviser he is, with 25 years of helping New Zealand founders and boards through employee ownership and succession.
That mattered because of who Colm works with. Owners Voice supports founders, boards and senior leaders on employee ownership, succession and business transition. These are C-suite and Director level readers. They are time poor, commercially minded and quick to judge whether someone understands their world. A site that read like a general services page was never going to earn their trust, no matter how strong the advice behind it was.
Colm knew the voice and the message were wrong. What he needed was a site that spoke to a boardroom audience, in plain language, without jargon, and he needed it while the business was still finding its feet.
What We Did
We started with the story, not the design. Before touching the layout, we sat down with Colm to understand who he wants to work with, what keeps those founders and directors up at night, and what a good outcome looks like for them.
From there we rewrote the site in a calm, confident, commercially grounded voice. The homepage now leads with the choices a founder actually faces, including the point that selling is not the only option. Colm’s approach is laid out as a simple three-stage path, Learn, Transition and Unlock, so a busy director can see in seconds how the work runs and what they get at each step.
We then rebuilt the site, which was not yet a year old, on WordPress with a clean, professional design that suits a senior audience. A short readiness test gives visitors a low-pressure way to find out where they stand and start a conversation.
Phase One
Story and voice. Discovery conversations with Colm, a clear picture of the C-suite and Director audience, and a full rewrite of the site copy to match.
Phase Two
Rebuild and launch. A new WordPress site built around the way senior decision makers read, with a clear path from first visit to a conversation with Colm.
Services delivered
How It Unfolded
- Discovery
Listened first. A new business, a young site that was not gaining traction, and a senior audience the old copy was not reaching. Story and copy Rewrote the site in plain, confident language aimed squarely at founders, boards and directors. Rebuild Designed and built a professional WordPress site that backs up the message and makes the next step obvious. Today Colm shows the site to leads, and over the last 2 months he has started working with 4 new clients.
- Story and Copy
Rewrote the site in plain, confident language aimed squarely at founders, boards and directors.
- Rebuild
Designed and built a professional WordPress site that backs up the message and makes the next step obvious.
- Today
4 new clients in 2 months
The Outcome
4 new clients in 2 months
Colm has started working with four new clients in the last two months, and he is showing the new site to leads as part of the process.
The right voice for the right audience
The site now speaks to C-suite and Director level readers in the way they expect to be spoken to: direct, practical and free of jargon.
A site Colm is confident to share
The website now supports the conversation instead of getting in its way. Leads see the same independent, experienced adviser they meet in person.
Is your website telling the story you want your clients to hear?
If the answer is no, or you are not sure, let us take a look.