Refreshing the Unboxed website
for a new audience
The Challenge
As the makers of brilliant digital products and services, Unboxed wanted their website to not only showcase their expertise, but to showcase their values and company culture.
Scon’s expert copywriters provided Unboxed with a new, purpose-led website journey including an updated site architecture to help users understand the company’s powerful values while understanding their unique service offering.
Rewriting the narrative
Working in an agile fashion, Scon partnered with the Unboxed team to help redefine their brand narrative and external messaging. We achieved this through four key steps:
1// Brand Articulation
We worked closely with Unboxed to unpack their unique selling points and brand positioning, helping them craft a dynamic brand narrative and tone of voice that could feed through all their communications.
2// Content audit
We reviewed over 800 pages on the Unboxed website to identify the most valuable content, as well as the content that could work harder. We then delivered a robust content audit, including SEO recommendations for content that could be re-optimised.
3// User journey mapping
We re-planned the customer journey through the website, providing an improved site map and UX copy to help steer the potential customer through different points of the Unboxed sales journey.
4// Website refresh
Using our Brand Articulation work, we rewrote nine key landing pages in the new Unboxed tone of voice, updated the values and messaging, and optimised the site for SEO best practice.
What we achieved
We worked with closely with Unboxed over 6 weeks. In this time, we achieved:
Breaking down complexity
We helped Unboxed find ways to articulate their complex products and services in a way that anyone could understand.
Accessible language
We reassessed the tone of voice across the Unboxed website and repositioned it to better resonate with their target audience.
Intuitive user journey
We made the website easier to navigate, establishing a streamlined route through the sales funnel, from lead generation to first contact.
Good SEO health
We optimised the site according to SEO best practice, with a long list of new target keywords to help Unboxed improve their organic visibility.
