RubyOnyx
Blog Article · B2B Branding & Marketing
Client: RubyOnyx
Agency: Syntax & Soul
Tone: Refined, strategic, grounded
Length: Approx. 1,100 words
My role: Content Writer
The brief
RubyOnyx is a branding and marketing agency with a strategy-led approach to brand, design and digital marketing. Working through Syntax & Soul, I was commissioned to write an SEO-focused blog article exploring why a business website can look good but still fail to generate enquiries.
The aim was to connect website performance to broader commercial outcomes, while reinforcing RubyOnyx's approach to branding, design and marketing.
I was provided with the key points to cover, along with primary, secondary and long-tail SEO keywords. The article also needed to lead naturally into RubyOnyx's website services and a secondary call to subscribe to its newsletter.
My approach
I structured the article around the argument that, while marketing gets people to a website, the website still has to convert that attention into action.
From there, I explored the points where website performance can break down, including inconsistent messaging, unclear calls to action, an outdated brand presence and poor user experience. Rather than treating these as isolated website problems, I connected them to the return a business gets from its wider marketing investment.
I kept the writing direct and commercially focused, using short sections and examples to make the argument easy to follow. I also incorporated the supplied SEO terms naturally and moved from insight into practical considerations before introducing the service and newsletter calls to action.
From the published blog post
