Owen Morton is a business investor in the fintech industry with an expansive range of companies and offerings. He tasked Webbiz (for whom I was the copywriter) with creating a new website to present his companies and services. This was the third time he had tried to create his portfolio. Previous writers had apparently failed to communicate the complex industries and services clearly.
I began the exercise by creating a personal brand identity for Owen, engaging him in a brief interview and responding with a tone of voice guide and target audience persona. I also created the SEO keyword research. We aligned on the personal brand and SEO, and I was ready to begin with the copy.
This project draws fascinating comparisons to my work with Amal Hanafi, an extremely talented architect and creative leader who required copywriting for his new portfolio. Although the two characters are incredibly different people, and the writing style and result were as contrasting as two projects can be, my process was the same:
- Listen to the person.
- Understand their talent and approach.
- Adapt my research to the individual (Amal was very generous with his time and spoke for around 8 hours while I took notes and condensed his stories, while Owen told me everything I needed to know within a twenty-minute call).
- Create a unique brand identity before beginning the writing assignment.
Owen Morton’s Business Portfolio
I researched Owen’s companies, of which there were ten when launching the portfolio, and wrote short introductions for the homepage.
The arrows underneath each company take the visitor to a designated company page, which includes an overview, specific features of the company, and KPIs that showcase Owen’s success with the company.
Owen’s individual services followed a similar structure. I presented the five services as such on the homepage.
The highlighted word above in blue animates into other words, including “Success,” “Innovation,” “Growth,” “Scalability,” and “Diversification.” This is a small but important detail that makes the copy more dynamic.
As with Owen Morton’s companies, each individual service has its own designated page, where I could highlight Owen’s capabilities and demonstrate how he can create growth and transform businesses.
Due to the complexity of many of Owen’s services, I broke them down into key focus areas. Much of the clarity I brought to Owen’s complex industry and services can be credited to the structure of the copywriting, not only the delivery.
Each page of the site has a clear CTA that adapts to each page.
About Owen Morton
Another notable page on the website is the About page. You will have noticed that the website’s homepage is very specific, going into the companies and services. This is deliberate, providing the user with the key information immediately. This permitted the About page to step back and offer a more general view of Owen Morton.
Owen was delighted with the final result. After more than one failed attempt, he finally has portfolio content he is proud to call his own.