PFM Logistics provides sensitive freight and installation services for high-value equipment across Australia. Their brand hadn't been updated in decades, their page flow was all over the place and key information and calls to action were either buried in walls of text or absent. Working alongside Dan from Simpl.Agency, who had already done a great job on their brand strategy, I rewrote website copy for all pages of their website. Before sitting down to write, I tightened their ideal customer avatar using insights from voice-of-customer research, sketched their core customer journeys, mapped page UX and developed tone of voice guidelines that aligned with their key point-of-difference; their customer service. The result: web copy that was optimised for conversions and written in a warm, personable brand tone that the whole team from PFM absolutely loved.