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Project Details
Client:
CSG Concrete
Location:
Houston, TX
Year:
2022
Services:
Copywriting (Website Content)
Stats:
N/A
Blog posts:
N/A
About:
CSG Concrete is a concrete services company in greater Houston. They handle a variety of custom and turn-key projects for residential, commercial, and industrial construction.
Challenge:
CSG hired Wildflower Digital to rewrite all of its website copy as part of a comprehensive website redesign/rebranding.
The biggest challenge here was to write copy that resonates with both their residential and commercial/industrial prospects, which are very different audiences. Our goal was to strike a balance between a friendly, approachable tone for the average homeowner (who isn’t likely to know much about concrete), and a professional, knowledgeable tone that appeals to procurement managers and commercial real estate developers.
They also wanted a new headline for their home page that met the same criteria.
Solution:
Once we were able to distill CSG’s core business values, it became clear that reliable service and superior results were the top two that needed to come across in their copy – especially in their headline.
Previous Headline: We know concrete. Period.
New Headline: Stand on Solid Ground with CSG
As we rewrote the content for the other web pages, we focused on a friendly, approachable tone for the residential services page and a neutral, professional tone for the commercial and industrial service pages.
At the end of the project, their refreshed copy was accompanied by a new website designed by our friends at Star Mountain Design.
