Marketability

Background

Marketability, a long-established consultancy specialising in the seniors-living sector, approached us to support a full refresh of their website content. While their offering is well-known in the industry, their existing site struggled to clearly communicate what they do, who they help, and why their approach delivers results. Messaging was inconsistent, service descriptions overlapped, and key points of difference were underemphasised. They needed a content specialist to reframe their value proposition, refine their voice, and develop strategic website copy that better reflected their credibility, experience, and offering.

What was needed

Our core objective was to rewrite the website copy for key service pages and the homepage. The brief included:

• Defining and articulating Marketability’s unique value proposition

• Distilling complex service offerings into clear, distinct, benefit-led copy

• Creating a homepage that quickly communicated who they are and what they offer

• Aligning all content with a consistent tone of voice and brand identity

• Writing concise, action-oriented copy that would work within fixed wireframe layouts

We also identified an opportunity to clarify and strengthen the overall brand messaging through a light-touch branding exercise.

How we did it

To build a strong foundation for the copy, we guided the client through a strategic messaging discovery process. This included:

• Brand Essence & Identity Work
  Using recognised brand strategy tools (including the “Golden Circle” and Brand Essence Funnel), we worked with Marketability to define their:

• Brand purpose and motivation (the ‘why’)

• Core service pillars (the ‘what’)

• Differentiators and methodology (the ‘how’)

• Emotional and rational benefits

• Brand personality and tone of voice

• This work led to the brand essence: Informed. Strategic. Proven. — a concise expression of the value Marketability delivers at every stage of a project.

• Messaging Hierarchy
  From this foundation, we developed a structured messaging framework to guide the website content. This ensured that every page supported a consistent and compelling narrative — from high-level positioning to detailed service descriptions.

• Website Copywriting
  We rewrote the homepage and three key service pages (Research & Advisory, Sales & Marketing, and Contact). The copy:

• Highlighted Marketability’s expertise and long track record of success

• Clarified the difference between their reports and services

• Incorporated industry-specific language and client preferences

• Aligned with layout and word count restrictions

• Featured strong, action-led CTAs to drive enquiries

We took a collaborative, responsive approach — integrating client feedback thoughtfully and providing options where helpful to support decision-making.

End result

The result is a confident, on-brand website that speaks directly to Marketability’s audience. The refined messaging:

• Clearly communicates what Marketability does, who they help, and why it works

• Differentiates their offering within a competitive sector

• Elevates the perceived value of their data tools and strategic services

• Balances professional credibility with warmth and approachability

• Provides a consistent tone and message that can be carried across future brand collateral

Importantly, the client now has messaging that not only works online — but also functions as a strong foundation for sales decks, proposals, and broader communications.

See the live website here: https://www.marketability.com.au