website copywriter BLB

The Client


Connor are the people and change experts. They are passionate and pragmatic, working with organisations to improve their performance through their people. This runs through the whole employee lifecycle, from recruitment and search to people development and on to outplacement and career transition. They can provide day-to-day HR services or lead organisational change.


The Problem

Our brief was to create copy for a smart, impactful website that:

  • primes Connor for growth
  • demonstrates the business is far more than an HR consultancy, rather an enterprise-wide enabler of people success
  • highlights five distinct business areas
  • embeds key messages such as:
    a) facilitating change management and
    b) covering the full employee lifecycle

Our guiding goal was to transform Connor from a ‘best-kept secret’ to a people and change specialist that everyone is talking about.

The challenge was to create coherent and consistent copy to showcase Connor’s five “centres of excellence” – each headed by a bright, passionate director with strong views about how they wanted their practice portrayed.

The Answer

Connor needed a copywriter who would work creatively with their team.  We had a brainstorming meeting with the CEO and all directors to define what makes Connor special.  We then visited their head office a fortnight later to go through detailed propositions.

The Result

We created:

  • copy that is bright, engaging and clear
  • striking messaging that shows customers immediately why they need Connor and what Connor can achieve for them
  • copy that demonstrates the benefits of each service with lively examples
  • copy that reflects Connor’s personality and ‘people’ ethos
  • copy that instils trust
  • strong Calls to Action that set Connor apart.

And we demonstrated that Connor offer more – so much more – than HR.

Showcase your company through coherent, consistent and compelling website copy

Contact us at Editing Edge today.