Following an in-depth brand research project, the Bank Workers Charity was on the hunt for a tight-knit team to help them rebuild their website.
Why? Despite being packed with valuable expert advice and support, the existing site was stuffy, corporate and confusing. Both construction and content needed to be optimised to keep effectively supporting the wellbeing of UK bank workers past and present, and their families.
The goal? Improve discoverability, usability and engagement. User journeys had to be simplified across the entire site, consolidating and elevating all written content to improve dwell time and encourage self-referral to specific wellbeing services.
FIVE LINES was appointed as the lead brand writer across a three-month period, working collaboratively with the Bank Workers Charity and Pixel Fridge team to:
Review and further develop brand messaging into comprehensive tone of voice and style guidelines
Review, optimise and develop written content for all migrating/new pages (60+ in total)
Optimise all written content for SEO
