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Case Study: IoT Solution's About Us Page

Updated: Feb 29, 2024

Brand values often sit underutilized on websites, serving no purpose but decorational. For IoT Solution, I've placed their company values at the center of their About Us page.



A thumbnail for a case study about using brand values to create engaging About Us websites


TL;DR 


In 2023, assisted IoT Solution, an all-inclusive IoT service firm, in revamping their About Us page as part of their brand repositioning plan. They take pride in their innovative technology for the industrial and farming sectors, so I made sure to show their dedication in the story. The focus was on three aspects: being a one-stop service provider, promoting sustainable growth, and efficiently identifying areas for major improvements. The refreshed About Us page effectively communicates the company's narrative and ethos, serving as a resource for journalists and PR initiatives. It strengthens IoT Solution's market position and attracts potential collaborators.


[UPDATE] Coincidentally, I actually did exactly what Andy Raskin endorses!


My role: I helped the client in shaping and formulating their brand values. I drafted the layout of the page, created the concept for their About Us page from A to Z, and wrote all the content single-handedly. 


Client: IoT Solution


Business: Internet of things, Industry 4.0, B2B




Context


I enjoy creating About Us pages due to their demand for creativity and the opportunity they provide to better present the brand.


IoT Solution, as the name implies, is a one-stop-shop provider of internet of things applications. Their specialists can visit a client's worksite, evaluate whatever automation they need, set up sensors, install their self-developed data processing software, and, finally, maintain the entire architecture for their clients.


Website copy, About Us page writing, copywriting, storytelling in business

IoT Solution's service is in high demand in the industrial sector, to the point that once they had a 3-month-long queue of leads! In 2023, they underwent a major rebrand to solidify their market position. This case study examines how their About Us page enhanced their brand image.



Objective


The company provides one-stop-shop IoT services for the industrial and agricultural sectors. Their technology can, among other things, reduce energy usage in factories and water consumption on farms, improve worker safety, and streamline production processes.


All of these benefits save a significant amount of money, so IoT Solution hasn't had any trouble garnering customer attention.


However, success streaks in business don't last forever. While IoT Solution is innovative, new competitors are expected to emerge in the next three to five years, ready to pick up the gauntlet and snatch their share of the IoT market.


IoT Solution and I concluded that a unique brand was necessary to maintain their dominant position. The About Us page was designed to convey the company's story and values, potentially serving as a source for press publications or PR campaigns in the future.



The Making Of


Full page layout: click here


Firstly, a brand needs to consistently express its core ideas. I assisted the company in identifying these key messages, which then shaped the brand's story and values on the About Us page.


We agreed on the following fundamental messages:

  • One-stop-shop IoT services provider.

  • Sustainable economic growth.

  • Highlighting areas for critical improvement.


First, we started with a hook.


Website copy, About Us page writing, copywriting, storytelling in business

Next, to put the number in context, the data was juxtaposed with something to which everyone can relate.


After the hook, I posed a rhetorical question about a universal problem the world is currently dealing with: climate change. This aligns with IoT Solution's emphasis on sustainable economic growth.


Website copy, About Us page writing, copywriting, storytelling in business

Here's where the hero comes in! IoT Solution can do a range of things that benefit both the economy and ecology at the same time.


A contextual screenshot of a copywriter's case study

Further on the About Us page, readers gain knowledge of the company's origin, unique features, and the team. There's also a call-to-action, of course.


A contextual screenshot of a copywriter's case study

I made sure to keep sentences brief and added ample space between paragraphs. This makes the About Us page more welcoming to read through.



Results


The About Us page flows like a story. It briefly explains what the company does, its unique features, and its values. This keeps readers engaged and sparks interest in those considering collaboration with IoT Solution.



Bonus


I also assisted IoT Solution's sales team with a few other tasks. I'm proud of what I've done, so I'm sharing it here.


Slogan:

One service provider, all things IoT


USP:

We are a one-stop-shop provider of IoT services for industry, agriculture, and government. From designing IT architectures to implementation, we are comprehensive. One contact point. One invoice. Save time and burden by working with a single IoT service provider.


Full elevator pitch (25-30 seconds):

IoT Solution is a one-stop-shop for Internet of Things services. We help both private and public organizations make groundbreaking improvements in their operations. Want to cut your factory's energy use by half? Or maybe you want your farms to yield 30% more crops? All this and more can be achieved with IoT, a technology that only about 1% of people truly understand. If you're free now, I can explain what we do in detail.



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©2024 Anthony Chiu: copywriter, storyteller, communication designer. Created with Wix.com

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