How Nine Stones Repositioned Atech for Mid-Market Clients

Atech is a cloud service provider that specialises in Microsoft. As the business grew, its website stopped keeping up, and it asked Nine Stones to refresh its messaging, reposition the brand and write SEO copy that would attract mid-market clients.

The Challenge

Atech was founded in 2006 to serve start-ups. Since then it had taken on new clients, added services and moved towards a new audience, but its website looked dated and no longer reflected the company's values, tone or technical capabilities.

Atech needed copy that presented it as a trusted partner for mid-market businesses and supported its plans for growth. It also wanted better search performance, without the copy losing its authenticity.

The Approach

A brand workshop first. Before writing any pages, Nine Stones ran a two-day workshop with Atech's marketing team to establish:

• Brand values and mission
• Target personas and what those audiences need
• What sets Atech's products and services apart
• Where the existing messaging fell short

SEO copy that reads naturally. Atech came with clear goals and the keywords it wanted to rank for. Nine Stones worked them into copy for 26 pages, written for search engines and readers alike. Atech's head of marketing said no keyword ever jumped out of the finished copy.

Atech in control. Atech's team stayed involved at every stage, shaping the direction, reviewing drafts and giving feedback.

The Outcome

The new website has launched with brand guidelines in place. It reflects the business Atech has become and is built to support where it goes next.