Website Texts for CI Precision

Capturing the business benefits of exceptional technology products

CI Precision is a software and engineering business, creating precision weighing machines that help pharmaceutical companies worldwide to avoid the high cost of manufacturing errors.

Background

With a new generation of products in the pipeline, CI Precision needed to drive more sales, through direct and partner channels.

They recognised that their old website was too product focused and asked their web agency to recommend a marketer who would be able to write texts that addressed customers’ different priorities, while capturing the technical differentiation of their new products.

Focusing on customer needs and product differentiation

The first step was working with their salespeople and consultants to draw out the challenges that people face within pharmaceutical companies. We considered different roles across R&D, manufacturing and quality control.

We also looked at the unique capabilities of the products, as well as the relative strengths and weaknesses of their competitors. Together we defined the niches in which CI Precision has the greatest advantage and drew out the best ways to communicate the benefits of their products.

Within the business there were numerous ideas about how the website might look. We brought these together by focusing on outcomes: what visitors would want from the experience and what the business wanted to achieve with each visit.

This allowed us to consider different paths through the website, as well as the content, link structures and calls to action that would drive them.

Structuring the website around outcomes

Your marketing really captures the value of our precision machines and software for a specialised and demanding audience. The product literature, articles and web pages you have written have been key in our lead generation and sales campaigns.
Phillip Ruda, Director of Sales, CI Precision

Writing persuasive and technically accurate website texts

By creating detailed content plans, we gave their team a chance to check the key messages and technical details across each section of each page as early in the process as possible. This enabled the web developers to progress with confidence and allowed us to write texts and enter them into the website for review without delaying the go-live.

Outcomes

The website was launched in Autumn 2018 and received excellent feedback from partners and key customers. Since then the business development team has been successfully delivering sales growth.

Achaleon have since been commissioned to write new product brochures, to develop marketing messages for new products and to write in-depth articles and other content for lead generation.