Hostway: Rebrand

I wrote content for Hostway’s rebranded website as part of its redesign to create a more modern, user-friendly and approachable personality for Hostway. I also wrote a blog post and display ad copy.

How might we...

make the site look and feel more modern and user-friendly?
make the content more relevant to our customers?
make the value of the products more apparent and less jargon-heavy?

Audit

Some glaring violations:

Heavy use of jargon such as “Mission-critical Saas”, “SSAE 16 SOC2 Type II data centers”, and “AWS, Azure, Hyper-V, VMWare.”
Too much information
Boring writing, layout and visuals
Outdated product information
Undesirable usage of call-to-action buttons

It was crucial to convey to customers the value of Hostway’s products in terms they could understand. This was my process for rewriting the content:

Consult the Product team to determine the most important information and selling points for each product
Collaborate with the Marketing Lead to identify the rebranded voice
Produce new copy for each page of the new website
Work with the UX Design Lead to ensure the design, images and writing were cohesive and customer-centric
Reiterate, reiterate, reiterate

Redesign

Desktop view

Mobile view

Tablet view

Page updated

Google Sites

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