The brief

I always like working with people called Ash, as it makes it much easier to remember the client’s name. When the wonderful Ash Collyer from Forbidden got in touch asking for my help with a website, I was happy to help. Ash 2 specialises in HubSpot consultancy, something which I know nothing at all about. Fortunately for him, I know LOADS about copywriting, and that’s just what he needed. His client, Genesis Asset Finance, are a family-run finance provider, and they needed a new website writing to help show-off their personality.

The process

Ash 2 hooked me up with a client call, where I ran them through my highly coverted tone of voice workshop. This involves going through a series of very fun, very engaging questions to discover how they want to sound. It gets people thinking, ya know? Deep, deep thoughts. Genesis told me all about their story, how two brothers had worked in different businesses and discovered the issues they faced with financing, and how together they’d realised there was a way they could help.

Their former website hadn’t really captured that, and came across a little cold in its delivery. I was tasked with rewriting it to make the user experience better, the tone of voice cosier, and their customers more willing to click the right buttons.

Ash squared, begin.

The results

The new website really shows Genesis off in their best light. Their story is centre stage and their family warmth shines through in every word. Check out their full website to see it all in action. All web design by Forbidden, who were a pleasure to work with if you’re after HubSpot help.