How Nine Stones Defined ByzGen's Audience and Rewrote Its Copy

ByzGen's blockchain platform gives decision-makers a safe, secure way to share sensitive information. It asked Nine Stones for clear, readable copy that would connect the brand with the right audience.

The Challenge

ByzGen had just been through a rebrand and needed SEO-optimised landing page copy, external content and case studies. Tone of voice was a particular problem, especially when speaking to different industries.

The Approach

A customer avatar. In Nine Stones' core messaging workshop, the ByzGen team sat down with a senior partner to define who their customers really were. They worked through the customers' pain points, the right tone of voice, how buyers move through challenges and decisions, and the roles of technical and non-technical stakeholders. ByzGen came out with a sharper view of its messaging and targeting.

Landing pages. Nine Stones wrote landing pages that gave the website one tone, message and structure. Drawing on its experience in tech and fintech, the team simplified complex ideas and removed the jargon. Interviews filled the gaps in its knowledge, and a website wireframe set the structure.

Case studies. To show the technology at work, Nine Stones wrote case studies that showed its flexibility across industries and its enterprise use cases, in a clear and accessible tone. ByzGen's COO named his favourite as one on driving transparency and auditability to improve MiFID II compliance, still relevant six months on.

The Outcome

Early feedback on the new landing pages was very positive: they were easier to navigate, more professional and free of confusing jargon. The case studies continue to build trust with prospective clients.