#ExcellenceInAction: Creating engaging website copy for Tension Corporation


Oct 03, 2017 • Tricia McKim • Blog


Around our office, we celebrate birthday “month.”  Your birthday is cause for not one day, not a week, but a month of celebration. Our president, Sheri Johnson infused this philosophy into our culture years ago. So, what does a birthday-loving company do when it hits a milestone year? We go all out!

On October 1, Morningstar Communications turned 20 years old. With two decades behind us and a bright future ahead, we’re looking at the philosophies and approaches that have led to our success, and dissecting how the lessons learned over the years can still propel companies forward today.

If you haven’t already read Eric Morgenstern’s post on Expectations of Excellence, take a look. In it, Eric shares our five-part approach to building and sustaining a team of excellence, as well as the four key components that make team members excellent.

This philosophy sets the tone for our entire agency. It serves as the bedrock for all client relationships. Over the years, we have been blessed to work with wonderful clients doing meaningful work that gets results. As we look back at these projects, examples of #ExcellenceInAction abound. This month, we’ll share some of our favorite projects and the applicable lessons learned through them.

#ExcellenceInAction: Creating Engaging Website Copy for Tension Corporation

We’ve served as an extension of the Tension team for seven years and counting. Working together we’ve rebranded the organization, created increased awareness and marketing prowess, and gained a solid understanding of the corporation’s customers. One of the projects I look upon most fondly occurred in 2014, when we had the privilege of helping Tension Corporation, and our client contact Karen Loggia, create a family of websites to better represent the brand.

A little history to set the stage:

In 2011, Tension rebranded itself from Tension Envelope Corporation to Tension Corporation, reflecting its expanding presence in packaging and automation as well as its increasing footprint in international operations.

As part of the rebranding process, new websites were needed to reflect Tension’s three divisions. As the B2B buyer journey shifted to accommodate a more educated up-front buyer, and the importance of SEO increased, the design and content of these sites also needed to evolve to keep Tension relevant and provide online lead generation opportunities.

Together we worked to create content that drove audiences to a new family of sites through SEO, and engaged them when they were on the sites. Using feedback from audience interviews, we gained a better understanding of the audience’s wants and needs, and created recipient-oriented, scannable content with SEO in mind. We also turned to past content to help spark our creative juices and jumpstart the writing process for several key products.

In the first year after launch, Tension saw increased visits, a reduced bounce rate and a rise in engagement through forms and white paper downloads.

Looking back on this project, there are many key lessons that still hold applicable today when creating a high-converting website.

  1.  Write with SEO in mind. As we discussed in our recent blog series on SEO, this doesn’t mean keyword stuffing. Rather it means taking a strategic approach to content that considers what people are searching when looking for the information you provide.
  2.  Understand your audience. This critical step is important no matter the type of content you create. With Tension, and many other clients, we have the good fortune of talking with their customers directly during audience interviews. We gain a clear understanding of what words customers use when describing the product/solutions, the benefits they gain and want, and the company’s points of excellence through their eyes. When you know your audience, you can create content that speaks to them and drives action.
  3.  Let past content inspire you. Perform a content audit to see what materials you can pull from, or find inspiration through. When performing the audit, don’t forget to see what worked in the past and what didn’t. Use these insights to reimagine and reuse existing content so you don’t have to start entirely from scratch.
  4.  Work collaboratively as client and agency. Tension’s websites would not have been as successful without the combined talent and knowledge of both our teams. On website projects and other engagements, I typically find the best work is produced when we all work collaboratively, each bringing our own skills and insights to the table.

Stay tuned to learn about more #ExcellenceInAction projects throughout the month. For more examples of our work, check out our case studies.


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