YouGov

YouGov is an international research data and analytics group. They are pioneers of online market research with a panel of over 17+ million members and help some of the world’s most recognised companies get a deeper understanding of their consumer data.

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They brought me on to help develop the tone of voice across their B2B website, which was convoluted and jargon-heavy. They also wanted the tone of voice to command the confidence and authority of a market leader. 

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Together, we developed the website copy so that it:

• Cut out the jargon by simplifying the language.
• Was more direct, including shorter and punchier sentences.
• Led with user benefits so they could quickly understand ‘What’s in it for me?’‍
• Used active language and strong calls to actions.

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The results speak for themselves - the website now contains strong, direct and benefit-led copy with a confident and purposeful tone of voice appropriate for a market-leading analytics company like YouGov.

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