Apostrophe PR [b2b]
WEBSITE COPY | DESIGN | DEV

*To comply with my confidentiality agreement, I have omitted confidential information.

The Challenge

  • Market research

  • Stakeholder interviews

  • Brand voice development

  • Sitemap development

  • Messaging strategy

  • Wireframes & site design

  • SEO metadata optimization

  • SEO-rich website copy

  • Squarespace build

  • URL connection

Apostrophe is breaking down barriers with its commitment to PR and communications strategy focused on inclusivity, accessibility, equity and diversity. This new company launched with a full roster of clients and needed a website that reflected their deep experience and core value of communications for good.

My role

I re-conceptualized Apostrophe’s web presence to align the company with its newly established visual identity and capitalize on its strong reputation in the communications and PR field. From copy to design to development on Squarespace, I worked closely with the Apostrophe team to bring their vision to life. It’s all right there for you in black and white.

This project moved quickly, moving from planning through copy and design and into development within 6 weeks, launching live in early summer 2023.

The process

Apostrophe’s unique problem (and how we solved it)

The main ask of this website was to separate and elevate Apostrophe above the wealth of PR and communications companies in Vancouver. We began by identifying the core values that both Apostrophe and their ideal future clients share. Then, we explored the problems those clients are likely experiencing.

Equity: How will the voices of all stakeholders be heard and validated?

Collaboration: Does this team value the collaborative process?

Safe spaces: Will our team be heard and their voices respected?

Honesty: Can I trust them to be honest with us about the best strategy for our brand or company?

Reputation: Will this partnership reflect well on our brand or organization?

Strategy & sitemap development

I designed a new sitemap to reflect the site-wide main CTA to contact Apostrophe. The company has an excellent reputation punctuated by strong word-of-mouth and grass-roots marketing; the new, ultra-concise sitemap was developed to meet this brand-aware audience and provide them with the confidence they need to take action.

Brand voice, tone & style

Apostrophe came into this project with a strong brand position and UVP. First, I assessed their brand voice, tone and style from live writing samples. Then, I crafted web content using strongly defined brand writing.

SEO research & copy composition

I conducted SEO research with SEMRush into competitor domains to capitalize on keyword gaps and opportunities. Then, I composed copy that aligned with the established page goals, messaging hierarchy, and insights into decision-making archetypes.

Wireframe & design

I presented mid-fidelity design wireframes using Figma.

Website development in Squarespace

Based on approved design wireframes, I built the site in Squarespace and connected Apostrophe’s existing domain. The site went live without a hiccup in July 2023.

“It is pure joy working with Robyn Stubbs … 

She is a smart and strategic copywriter who produces pristine, audience-centric prose that consistently exceeds expectations. She’s also a wonderful addition to our client teams. She asks insightful questions, listens with compassion, and treats every team member with kindness and respect.

I highly recommend Robyn and am always grateful to partner with her on projects at Apostrophe.”

Founder & Principal, Apostrophe

MARSHA D’ANGELO

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