Optimising website copy for Grape Software’s food safety apps
Background
Zoetecha partnered with Grape Software, a forward-thinking tech start-up specialising in app development for food safety compliance. Their flagship products, Grape Prepare and Grape Inspect, offer tech-driven solutions to simplify food safety processes for food inspectors, auditors, and business owners.
Zoetecha’s founder, Zoe Hartill (formerly Zoe Hartill, Freelance Content Marketing), was engaged to develop compelling, SEO-optimised and user-focussed website copy that clearly communicated the value of Grape Software’s apps to a diverse audience. The primary goal was to enhance the website’s messaging by simplifying technical concepts into plain English, ensuring the copy was jargon-free and accessible to both expert and non-technical users. This project required close collaboration with the Grape Software team to meet fast-paced deadlines while positioning the company as a leader in food safety technology.
Challenges
The project faced several challenges that are common to many tech start-ups and SaaS companies when launching a new product:
- Multi-audience appeal: Crafting a brand and copy tone of voice that resonated with both technical professionals (e.g., food safety inspectors and auditors) and non-technical business owners (e.g., restaurant managers) was key. This is a challenge that many businesses face when addressing diverse audiences on the same platform.
- Simplifying complex information: The products Grape Software offers are sophisticated, with features that require technical explanations, and the food safety industry itself carries legal and industry jargon by nature. However, the varied target users for these apps needed information that was clear, straightforward, and jargon-free messaging to make informed decisions about the apps.
- SEO & UX optimisation: For any business, especially in competitive industries like tech and SaaS, having content that is optimised for search engines is vital. The content also needed to be designed with the user in mind, ensuring it was easy to navigate and find the most relevant information quickly.
- Tight deadlines: With the need to launch the website on a tight schedule, delivering high-quality copy quickly was essential without compromising on the quality of the content.
Our approach
Zoetecha’s approach was designed to tackle these challenges head-on while optimising the website for both SEO and user experience (UX):
- Crafting a clear, approachable tone of voice: We developed a tone that was both authoritative and accessible, ensuring it resonated with a diverse audience. Whether addressing food safety professionals with technical expertise or restaurant owners with limited experience, we balanced in-depth knowledge with plain English, making the content engaging and easy to understand for all user levels.
- Jargon-free copy: Given the technical nature of the apps, Zoetecha focused on translating complex concepts into plain English. We ensured the content was jargon-free and easy to digest, catering to three distinct target audiences with varying expertise. This made the app’s features and benefits clear, whether users were industry experts or newcomers, encouraging wider engagement with the website.
- SEO-optimised content: The client conducted keyword research to identify key terms related to food safety apps, app development, and SaaS. By naturally integrating these keywords into the copy, we boosted the website’s search rankings, increased its visibility, and attracted more organic traffic, making it easier for potential customers to find the information they needed.
- User-friendly website structure: In collaboration with Grape Software’s web developer, we recommended a clear, logical layout that grouped features and information into easily digestible sections. The site was designed for a smooth user journey, ensuring visitors could quickly find what they were looking for. Optimised calls to action (CTAs) were included to encourage sign-ups for user testing and drive further engagement with the brand.
- Fast, collaborative delivery: With tight deadlines, Zoetecha worked closely with Grape Software’s team to ensure timely delivery of high-quality content. Each revision was swiftly incorporated, reflecting feedback in real-time. This collaborative process ensured a smooth launch, with content that was not only well-crafted but also fully aligned with Grape Software’s goals.
Zoe’s ability to understand our complex product and translate it into clear, impactful messaging was incredible. Her tone of voice work and website copy made a significant difference to how we present ourselves to clients and stakeholders. Beyond that, her input during our marketing strategy brainstorming session was invaluable. She helped refine our go-to-market approach and provided creative ideas throughout the process that we found extremely useful. Her fast, collaborative approach ensured we met our deadlines without a hitch. I’d highly recommend Zoe to any company needing expertly crafted messaging and strategic content marketing insight
James Miller, Founder & CEO, Grape Software
Results
The outcomes of the project were clear and impactful, showcasing Zoetecha’s expertise in content marketing and SEO-driven copywriting:
- Enhanced website usability: With a clear content structure and jargon-free copy, the new website made complex food safety topics more accessible to a broad audience. This improved user experience enabled visitors to easily find relevant information, leading to higher engagement.
- Stronger brand positioning: Refined tone of voice and messaging helped position Grape Software as an industry leader in food safety technology. The approachable yet professional tone built trust with their target audience, establishing the brand as both credible and user-friendly.
- Increased search engine visibility: SEO-optimised content boosted Grape Software’s ranking for key search terms. As a result, the website attracted more organic traffic from users seeking food safety apps, SaaS solutions, and compliance software.
- Successful app launch: The clear, user-focussed copy drove sign-ups for the user testing group and supported the smooth launch of Grape Prepare and Grape Inspect. Engaging, jargon-free messaging sparked interest and increased conversions from food inspectors, auditors, and business owners.
- Marketing strategy and creative input: In addition to content development, Zoe contributed to Grape Software’s content marketing and go-to-market strategy. Through a collaborative brainstorming session, Zoe provided creative and strategic insights that helped refine the launch approach. This added value in shaping the product’s marketing direction, aiding Grape in its efforts to secure new business and drive future growth.