The brief
Choice’s website messaging didn’t reflect how they work or the breadth of clients they serve. The founder wanted to be able to easily answer ‘what do you do?’ and to have a reference point for external communications like LinkedIn, blogs and networking.

What I did
We started with a deep dive into what Choice was about. They’re the UK’s only B-Corp Certified Commercial Finance Brokerage and doing business honestly, transparently and fairly is top priority. This ethos needed to be more prevalent in their messaging.

I developed their messaging foundation to include value proposition, four messaging pillars, origin story and tone of voice guidelines.

I then audited the copy of their core website pages against the new messaging. Where it didn’t align, I gave actionable tips and examples.

The result
Choice now has clear and simple messaging they can use across all communications.