Project Description

Konda is a Chinese manufacturer that’s been in business for over 25 years…

Until recently, Konda was a completely referral-based business, working mostly with big corporate clients, like GoPro, Fender, Taser, Arkon, and more.

But in 2018, Konda decided to expand their business by targeting a new type of customer: startups.

To help them with this transition, they opened an office in New York, but they also needed a website that would (1) capture organic traffic and (2) persuade potential clients to work with them.

For the website, the team reached out to see if I could help them come up with a strategy that could speak to both of their target customers: brand owners (corporations) and startups.

From there, we got to work.

Until recently, Konda was a completely referral-based business, working mostly with big corporate clients, like GoPro, Fender, Taser, Arkon, and more.

But in 2018, Konda decided to expand their business by targeting a new type of customer: startups.

To help them with this transition, they opened an office in New York, but they also needed a website that would (1) capture organic traffic and (2) persuade potential clients to work with them.

For the website, the team reached out to see if I could help them come up with a strategy that could speak to both of their target customers: brand owners (corporations) and startups.

From there, we got to work.

Konda is a Chinese manufacturer that’s been in business for over 25 years…
Strategy

Knowing that Konda was a referral-based business, having a website to serve that audience didn’t make much sense.

After all, they had done just fine for nearly 30 years without one, so I suggested we use a dual approach for our communication strategy.

The main website would be used to attract corporate clients who were searching organically, or it could be used to prove legitimacy to any referral clients who wanted to learn more about the business.

For the startup audience, I suggested we create a separate landing page that would speak directly to their pain points, wants, needs, and desires.

But before I could suggest a layout for the site, I needed to learn more about each audience, which we discussed during our strategy workshop.

After our strategy workshop, I created two personas and strategic briefs, which would guide my decisions in terms of site structure and copy.

From there, it was time to create a website structure that would work for each audience.

Website architecture

Once we wrapped up the strategy workshop, I got to work on creating an architecture for the main website and the startup-specific landing page.

Remember, copywriting isn’t simply putting words on a page — it’s a strategic process which involves a deep understanding of the thought process and mindset of a potential customer.

With these insights, I was able to craft a layout for every page of the site, which not only covers the information a lead is looking for, but it serves the information in exactly the right order.

Once the architecture was approved, it was time to start writing the copy!

Copywriting

Contrary to popular opinion, copywriting is not an exercise in proving how creative the writer is.

It’s the art and science of listening to your client AND using the insights you’ve uncovered about your target audience.

Only when you combine the knowledge your client has about her customers WITH strategic insights about those customers (usually uncovered through surveys, review mining, interviews, etc), can you craft a compelling pitch.

Of course, there’s also keywords to consider, and the placement of those keywords.

Phrases like “manufacturer nyc” and “bag manufacturer nyc” were just some of the important keywords we needed to infuse into our startup landing page to make sure it would be found by the right people.

But most importantly, we needed to speak directly to the pain points this particular customer was experiencing and offer concrete solutions they could trust.

This resulted in a well-crafted page that hits on every pain point, want, need, and desire for this particular audience — and guess what? It works!

Konda is now getting qualified leads from VERY interested startups. Every. Single. Day.

Once the page was up and running, my client began running Google Ads to the startup page.

When I checked in on her progress, she was astounded, “It’s really working, I can’t believe it!”

She couldn’t believe that a simple landing page, with the right structure and language, could bring in so many qualified leads.

Today, Konda continues to see success, not only with the startup landing page, but with the main Konda website, as well.

You can see the startup page in action here and the main Konda website here.