Cognitia – Web Copywriting

The Brief:  

Cognitia offer individuals and businesses in the construction management and Health & Safety sectors courses and training to develop their skills and help them to achieve their long-term career goals.  

Cognitia felt like their existing website copy was mechanical, detached and failed to effectively communicate their company values and ways of working. Cognitia needed help communicating the success of their business and the quality of their work whilst reinforcing their specialist approach to Health and Safety courses.  

 Cognitia called in Millrace to produce website copy that would communicate their products and services whilst always placing the emphasis on supporting people through their career development. Having long relied on corporate language to tell their story, we worked with Cognitia to create a brand narrative that represented the values of their business: trust, industry know-how and customer experience.  

Our collaboration was not only focused on increasing Cognitia’s engagement but also on creating a memorable written brand that stood out amongst the Health & Safety courses industry.  

 

The Approach:  

We began the process with a kick-off call with some of the team at Cognitia; unpacking their aims and establishing which direction they wanted to take the new copy for their website inWe quickly discovered the ambition was to enhance awareness for Cognitia’s services through informative language that successfully spoke to the end-user whilst communicating their values. The key developments were:  

  • Creating copy that encapsulates Cognitia’s values as a business 
  • Although trading as B2B, ensuring the language was targeted towards people and not organisations 
  • Weaving Cognitia’s values and capabilities through the copy  
  • Placing an emphasis on customer experience  
  • Moving from a mechanic, rigid structure and dialling up the personability within the copy  

 

The Results: 

Although yet to launch their new site, we created copy that quickly communicated Cognitia’s offerings without overwhelming the user whilst giving opportunity to access more detailed information within the site. The results are a well presented, SEO-friendly website that properly communicates Cognitia’s offerings whilst keeping customer experience at the heart of the copy.  

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