Favorite Nephew was contacted by design agency, Blend Branding, to develop compelling website copy for their new IT client.

OVERVIEW

American Networks is a Texas-based company that provides commercial AV, networking, and security solutions. Their website needed to clearly communicate the start-up’s services while addressing common frustrations in the industry, such as subpar installations, unnecessary upselling, and lack of customer education. The copy needed to reflect American Networks' values of quality service, transparency, and a customer-centric approach.

CHALLENGES

American Networks operates in a highly competitive industry where technical jargon and overly complex information can alienate potential clients. The brand lacked a clear voice, which made it difficult to communicate their unique value proposition. The challenge was to craft engaging, accessible copy that:

1. Differentiated American Networks from competitors.

2. Emphasized the company’s focus on customer education, high-quality work, and fair pricing.

3. Integrated technical details without overwhelming the audience.

4. Addressed frustrations clients often face with other AV and network providers.

APPROACH

Favorite Nephew began by conducting an in-depth discovery session with the American Networks leadership team. Brent Hill and Robert MacDougall, the founders, shared their vision for the company and frustrations they wanted to solve for clients. This insight was critical in shaping the copy’s tone and messaging.

Key Insights:

• Customer Education: Many competitors installed systems without properly educating clients on how to use them, leading to frustration. American Networks wanted to position themselves as educators, empowering clients to manage their systems easily.

• High-Quality Workmanship: Clients often faced issues with sloppy installations. American Networks committed to “fix it and forget it,” ensuring flawless setups that worked seamlessly.

• No Unnecessary Upselling: Unlike many in the industry, American Networks wanted to emphasize their integrity by avoiding unnecessary upselling.

With these insights in mind, Favorite Nephew developed a copy strategy that balanced technical expertise with customer-centric language.

EXECUTION

The new website copy for American Networks was structured to:

1. Simplify Technical Language: While American Networks offers advanced commercial AV and networking services, the copy needed to be written in a way that made complex solutions understandable. Each service description focused on how it could directly benefit the client, ensuring clarity without sacrificing detail.

2. Highlight Customer-Centric Approach: The founders emphasized American Networks' commitment to customer satisfaction. This set them apart from competitors who often left clients in the dark.

3. Address Common Frustrations: The copy explicitly acknowledged the industry’s shortcomings, such as sloppy work and lack of transparency, and reassured potential clients that American Networks did things differently. This built trust with the audience from the outset.

4. Incorporate Personal Touch: The bios of Brent, Robert, and the rest of the team were crafted to showcase their expertise and personal dedication to delivering high-quality service. This not only humanized the brand but also reinforced their reliability and integrity.

RESULTS

Favorite Nephew successfully helped American Networks differentiate itself in a crowded marketplace by developing clear, customer-focused website copy. The strategic approach not only emphasized American Networks' technical expertise but also their unwavering commitment to customer satisfaction, transparency, and education.

DELIVERABLES

Content Writing