Full-funnel copywriting
for immediate and future growth
Growing and scaling your business takes a lot of effort. You’re in a competitive market, facing all kinds of external pressure.
Working with Bellwether, you can use writing to build your business short-term and long-term.
Turn churners
into cheerleaders
Acquiring new customers costs 5x to 26x more than retaining customers. (The number varies between sources.)
One thing’s for sure: keeping customers is cheaper than bringing in new ones.
There are some common threads that lead to users churning, but I’m not in the business of making assumptions.
Together, we’ll work out why people are signing up, only to end up signing out and never coming back.
Once we’ve identified these bottlenecks and pain points, we’ll work out how to fix them. Open up the tabs below for an idea of how that might look.
Churning straight away
If your new users aren’t getting past the initial signup stage, or open an account but never take their first action (e.g. depositing funds), we’ve got a problem. And a solution.
We’ll review your onboarding flow to see if there are overly complicated or poorly communicated steps and rewrite them.
We’ll look at push notifications, emails and in-app messaging for newly registered users. We’ll find new ways to layer in trust signals, encouraging language and enticing calls-to-action.
Churning after a trial period
One week free or a month for a low fee – whatever your approach, a trial period is where your new customers should be wowed and converted.
Except, that doesn’t always happen.
You’ll never have every trialist convert, but if you’re losing more of them than you’d like, we can work on improving your comms throughout the process.
We’ll cover every step of their journey, from signup sequences and product guides to the we’ll be here if you want to come back email.
Churning after a little while
Fintech moves fast and the shiny new object phenomenon catches even the best of us. We see a new product, get taken in by its bells and whistles marketing and sign up.
Before you know it, your long-held customers are fluttering their eyelashes at someone else and taking their money elsewhere.
To save the heartbreak (and LTV), you need to continue to inform and inspire your customers.
We’ll bring them into the loop with product announcements, reminders about underused features and the occasional splash of colour to stop your product feeling monochrome.
Writing that pays dividends, according to...
New users wanted, apply within
More customers = more revenue and a growing business.
Sorry to throw you headfirst into an MBA seminar, but I reckon you can handle that kind of complexity.
Acquisition is the lifeblood of growing businesses. Without new customers, you’ll be standing still. Or moving backwards.
Let’s get your marketing funnel working hard at every stage.
Awareness
To get your brand noticed, you need to grow your reach.
That can be achieved through organic (SEO) and/or paid channels (advertising).
The two usually go together, with organic being a longer game and paid being good for short, sharp bursts of exposure.
Think of your marketing like an investment portfolio.
- Organic reach = investing in bonds, gilts and commodities. Steady returns, lower risk.
- Paid reach = investing in shares. Fluctuating returns, higher risk.
Common wisdom says that the best, longest-lasting and most sustainable portfolios tend to combine both.
Writing is at the heart of both approaches.
Consideration
Once you’ve got eyes on your brand, you need to stay front of mind and be thought of as a genuine contender for each person’s custom.
Writing for this middle point of the funnel is about blending product benefits with persuasive content.
Your ads, emails and social media all play a part here. And, no surprises, copywriting is at the heart of all of it.
Conversion
So, you’ve got people’s attention. They’re taking you seriously and weighing up the choice of using your product.
How do you get them over the line?
Persuasive bottom-of-funnel advertising, promotional emails and intelligently designed landing pages can all turn your prospects into active customers.
Bellwether has written for:
Long-term investments
Great investors focus on a long-term strategy to ride out short-term volatility.
Investing in brand building will pay dividends for years to come.
Open up the envelopes below for some examples of what we can do to build your product’s verbal brand.
Tone of voice
If branding was as simple as being attractive to your customers, every product would be identical. Differentiation matters.
You chose your visual branding to stand out from the crowd. That’s because looking like everyone else means nobody notices you.
But if you sound like everybody else, nobody listens. A great tone of voice doubles down on your distinctiveness.
SEO projects
Search engine optimisation. The phrase just sets your pulse racing, I know.
It might not sound sexy, but it’s helped businesses establish themselves since the days when Google was nothing more than a search bar.
The content you publish is only one part of the puzzle, though. If you want to work on your search performance more holistically, I can bring in some of the best SEO minds in the business to help.
Thought leadership
A business is nothing without its people.
We’re at a point in time where customers care more and more about people, rather than perfectly polished brands.
Sharing your expertise and insights with the world – on social media, in trade publications and on your website – is the perfect way to build your reputation.
And as your reputation grows, so will your business’.
Don't hire any old writer
You know how tight the rules are for finproms.
You can waste time telling a generalist or junior writer that their ideas are great but can never go anywhere.
Or you can hire a specialist fintech copywriter who knows how to be compelling and compliant.
Bellwether exists to get great writing through the hoops and into the eyes of your future customers.
Projects are priced individually, according to our agreed statement of work. My day rate for contract roles starts at £450.
A call costs nothing
Want to invest in writing for your fintech?
Bellwether is open for business.