AFEX is a trusted global payment and risk management solutions specialist with a heritage that dates back to 1979. Based in London, AFEX provides commercial FOREX solutions for businesses and private individuals, including a range of global payment and risk management solutions such as spot and forward contracts, delivery and currency options.
Filling a new website with quality copywriting that is both on-brand and emotionally intelligent was the problem facing AFEX. I was hired to help solve this problem, define the communication needs of target audiences, refine the brand-messaging, write, and rewrite the copywriting for AFEX’s new website in order to increase turnover substantially.
As part of a strategy review of the brand communications and the website, I helped define brand and solution USPs. I put myself in the position of target audiences and created a range of psychological profiles (personas) so that I could empathise with their needs, wants and fears. For the execution phase, I wrote and rewrote nearly 20,000 words that were deployed across the website, including all automated marketing touchpoints. All this copywriting required a sign-off by compliance, heads of departments and the global marketing director. A few minor comments and amendments meant the project was signed off rapidly.
Following the deployment of the new strategy across the website, AFEX enjoyed a healthy period of growth, with a 21.4% increase in turnover from £16.9 million to £20.5 million.
What they say?
“We’re very pleased with how the copywriting turned out. Thank you for all your help, your hard work and flexibility in delivering this project.”
Digital Marketing and Content Manager