Homepage copy | Messaging | Tone of voice

The situation

Relaxed Business Networking (RBN) are a group that pride themselves on being informal, honest and supportive.

Following a discovery call, it became clear their website copy didn't reflect the actual experience of attending a meeting.

The copy didn’t communicate why RBN is different – providing a legitimately alternative networking experience – and the tone was stiff. The brand’s USP was being hidden under formal language and messaging.

What I did

I made the group’s authenticity, vulnerability and safety the focus of the copy.

• Messaging: I identified that the "60-second pitch" was a major pain point among nervous networkers. I repositioned the copy to tap into this immediately.

• Tone Shift: I replaced the formal tone with warm, conversational language. I framed the group as an "extended team" rather than a lead-generation machine.

• Structural Overhaul: I reorganized the page elements to prioritize the "Try for Free" offer and clearly categorized the benefits (Coaching, Basics, Connections)