Immersive technology experts
Rock Paper Reality (RPR) is an immersive technology provider. Founded in 2009, they’ve become one of the leading advisers and creators of Augmented Reality, Virtual Reality, Extended Reality, 3D technology, and more. As the immersive technology marketplace has matured and RPR’s own service offering has evolved, RPR required a way to better reflect its diverse range of service offerings and technology solutions. As part of a website migration and rebrand with It’s Clicked, they sought the services of a content strategist to advise on their website messaging, content, and provide copywriting support.
Challenge
As RPR’s service offering matured – from solely providing development services to becoming a provider of a wide range of immersive technology consulting and delivery solutions – they sought a way to articulate this on their website. They needed to update the wide range of services, technology solutions, and sectors in which they operated. They needed to achieve this with clear, succinct website messaging and highly-targeted pieces of website content.
Approach
Our systematic approach, backed with insight and evidence, helped us to deliver a website packed full of useful and engaging content and well-thought-out website copy. Using audience research, stakeholder insight, performance data and competitor analysis, we were able to craft a unified and coherent messaging framework – helping us to determine what to say, to whom, and why. By identifying the needs of RPR and their key customers, we determined typical website user journeys, which informed what pages to create, and, crucially, what information to display on each page.
Solution
Messaging framework
We developed a messaging framework that helped keep RPR’s core messaging tight and consistent throughout the website. Central to this messaging framework was a clear articulation of who RPR are – immersive technology experts. Their service offering was categorised into two distinct options – consulting services and delivery services. Finally, we developed compelling differentiators to help position RPR in the market place.
Website content strategy
Based on audience research, we identified the content that was missing from the new site, and based on existing site performance, we identified what content to keep, update or delete. All this information helped to identify the new website information architecture and content requirements that included the creation of new services pages, sector-specific pages, technology pages, case studies, as well as several insights posts based on newly identified categories.
Copywriting
To bring our messaging and content recommendations to life, we developed a new brand personality and tone of voice principles – accessible, smart, confident – which supported our efforts when creating the new website content. We partnered with the design team to ensure the copy was used and designed in the most optimal way across the whole site.
