|
A WEB SITE COPYWRITING SUCCESS STORY
How AICI started speaking in one clear voice and grew by 30%
 What if you needed to create the most professional site on the Web? The Association of Image Consultants International (AICI) pursues a mission of educating, supporting and promoting its members worldwide. When its leaders decided to upgrade its Web site, they knew the site would have to reflect the high standards their members hold for professional image. They engaged a full-service web developer to do the job and soon received mockups of fresh, beautiful page designs, an outline of a new easy-to-navigate site structure, and a surprise: a deadline for eighty pages of copy.
What does it really take communicate a powerful professional image online? The leaders began pulling together everything that had already been written—a grab bag of pieces and scraps from all corners of the organization—and quickly realized that the individual voices expressed in these pieces did not blend harmoniously, let alone convey the professional image their mission demanded.
AICI needed an expert to create a professional Brand Voice. They called on Susan Raab and the Content Wheel team to deliver the reading experience they wanted for their site visitors. Content Wheel produced a more professional presentation than its leaders had imagined—and as image professionals, they'd imagined a lot!
Now AICI builds membership and business on the Web. Leaders at the local and national level share delightful stories of how the new Web site has brought more business to hundreds of members. And in the year the new site was released, membership grew by 30%.
 “Our redesign investment has been maximized with your dedication to our project. We now have the professional Web site we were striving for. We couldn’t have done it without you!”
Marion Gellatly, AICI, CIM
2005-2007 President
Association of Image Consultants International
Visit the AICI Web Site “Before” and “After”
Read On
|
