Marketability
Website content strategy and messaging refresh for a national marketing agency.
The challenge
Marketability supports educators and not-for-profits with smart, accessible marketing training—but their own website wasn’t reflecting that clarity. Years of growth had led to complex, overlapping messaging, and their team was struggling to explain what they do, who they do it for, and why it matters. They needed a reset: one that would sharpen their brand positioning and improve how audiences engaged with their content.
Our approach
We began by unpacking Marketability’s story, values and evolving service offerings. Through collaborative workshops and structured discovery, we worked with the leadership team to understand their audiences, identify content gaps, and refine their tone of voice.
From there, we developed a new content strategy and messaging framework—realigning key pages and rewriting the copy to be clearer, more engaging, and purpose-led. We delivered a comprehensive messaging guide and content document for handover to their design and dev teams, along with a summary deck for internal use.
The result
The new website content has had a measurable impact. Marketability reported:
Stronger leads—more aligned with their ideal clients
Improved internal clarity—greater confidence in explaining what they do, and for whom
Better website performance—including longer time spent on pages and reduced bounce rates
Most importantly, the messaging now feels like them—clear, accessible, and aligned with their values. The content strategy provided a solid foundation for design and user experience, making it easier for people to navigate their services and understand their impact.
Even post-project, the internal team has continued using the strategy framework to guide proposals, pitches and ongoing content decisions.