Copywriting for Smiths Group plc’s New Corporate Website

One of the great joys of being a consultant copywriter is that you never quite know what you’re going to learn about next.

With long roots in the IT sector, ‘our Nic’ was delighted to be asked to join the team delivering a sparkling new website for FTSE 100 technology giant, Smiths Group plc. She was tasked with translating reams of geek-speak into fresh and energetic copy that would promote the Group’s often-hidden innovations in a way that would engage a non-technical audience.

And so she embarked on a fascinating journey, discovering niche developments and mind-boggling components that are credited with making our world safer, healthier and more efficient. One day she was researching the latest events in the NASA Exploration Mission programme and in-flight wi-fi; another learning all about cochlear implants and the crack-down on fentanyl, and yet another investigating trends in security screening and oil pipe leaks. Many of her stories – illustrated by our in-house designer – can be found on Smiths’ home page and here.

As all big web projects are, it was a slightly mad dash – and big team push – to the finish line, but cross it we did, and the feedback has been amazing.

Andy Collingridge, Global Communications Director, said, ‘The Seaxburh team helped hugely with the launch of our new corporate website by developing engaging case studies that highlight the innovation going on all over our business. The team did a great job, applying their usual thoughtful creativity to propose a clear and interesting structures, and delivering interesting and entertaining treatments of the content. They really brought our innovation alive, helping us tell the story of Smiths to the outside world.’

Posted on June 29, 2018 in Seaxburh News

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