Brand copy for Our Goal
Website copy, positioning, messaging, and tone of voice development for Our Goal CIC.
Our Goal is a female-led social enterprise that helps girls build confidence, connection, and a positive relationship with physical activity through mentoring, school-based interventions and community programmes.
I worked with founder Ella to sharpen their positioning and restructure their website so it better reflected the breadth of what they do. I helped clarify the messaging, define the key audiences, and shape a website structure that would speak more clearly to parents, schools and potential partners. All while creating a stronger foundation for future content and conversion.
Website in development - coming soon!
Ella's challenge
Ella came to me with a clear positioning and website-structure problem. Our Goal was doing amazing work and having real impact on young girls, but the website wasn’t communicating it properly.
Ella’s biggest gripe was people often assuming they were just a football organisation; not the female-led social enterprise using physical activity, mentoring and community programmes they really were!
The site also lacked a clear audience-led structure, didn’t fully explain the range of programmes well, and wasn’t doing enough to guide schools or partners towards the next step.
My approach
Through a detailed workshop (interspersed with chats) we discussed every little detail about Ella’s history and the organisation. We discussed core themes, competitors, audiences, and looked at tones of voice across the industry. From that, I created a mini brand book: messaging pillars, complete with expansion points to give Ella and her team plenty to talk about in their content, a tone of voice guide so that everyone who writes on behalf of Our Goal is aligned and consistent – complete with guidance on dialing up and dialing down certain elements depending on the audience and medium.
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Then came part two: the website. I began by creating a new wireframe and restructuring the site entirely around audiences, making it easier for users to self-navigate and find what’s relevant to them quickly and easily. Then I rewrote core pages in line with the approved tone of voice, following a clear narrative and guiding users to take the next step with active outcome-based calls-to-action.
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The outcome
Not only does Ella now have a new website she simply would never have got round to on her own (she’s busy running the organisation, being a mum, and meeting the King, don’t you know??) She now has clear positioning, no more misunderstandings on what Our Goal does, and clear paths for participation or supporting the organisation.
The team now also has everything they need to continue creating content on their own: in the right tone of voice for the right channel and messaging pillars to make sure they’re consistent in what they talk about and that they become known for specific ideas.
This organisation creates real, lasting change and impact for young girls and communities across Greater Manchester. I'm so pleased to have helped get the scale and scope of their work across in a clear and digestible. The better their message gets across, the more support they’ll receive and the more girls they can help.
"Thanks Amaia for helping me get round to a job I’ve been meaning to do for 3 years and set a brand voice and support with web copy. The team and I are so much clearer on how we should write as an organisation and why. Excellent service and comms. So pleased!!!"
Ella Williams, Founder