Web copy
Helix: eleven pages of plain, confident English
Helix helps retailers make sense of messy sales data — but their website read like a statistics textbook. I interviewed their buyers, found the language they trusted, and rewrote the full site around it.
- Client
- Helix Analytics
- Deliverables
- Full website rewrite, tone guide
- Timeline
- Seven weeks, phased rollout
Data, translated for humans
The challenge
Helix's founders are brilliant analysts who wrote the site themselves. Every page was accurate, thorough — and unread. Bounce rates were high, demo calls started with basic clarifications, and the sales team had written their own one-pager because the site didn't help.
The approach
I sat in on six sales calls and stole the sales team's plainest explanations — they became the site's backbone. Jargon was translated, not deleted: each technical claim kept its precision but gained a concrete retail example beside it.
What the engagement included
- Sales-call research — six observed calls plus buyer interviews, distilled into a message hierarchy.
- Eleven rewritten pages — homepage, product, pricing, about and six service pages, each with one job.
- Homepage promise test — three headline directions tested with real buyers before the full draft.
- Tone-of-voice guide — a twelve-page manual so future pages sound like these ones.
The outcome
Demo calls now start with informed questions instead of basic clarifications, and the sales team retired their homemade one-pager. The founders say the site finally sounds like their best pitch, not their documentation.
“Eleanor kept everything true and made it all readable. Our buyers feel clever reading our site now — that was exactly the brief.”
More work
Book a free 30-minute call
Tell me what you are selling and I will show you where the words are losing sales.
Book now