Circular website

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Circular website

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To meet their sustainability goals, manufacturers are looking to increase their use of post-consumer recycled plastic (PCR). Circular’s AI-powered digital platform makes it easier to see what PCR is available in the market and at what price — and the company called on Ascribe to revamp its website to better communicate the platform’s features and benefits.

How Ascribe helped

Many manufacturers struggle to meet their recycled plastic targets due to challenges finding suppliers as well as the variable pricing and inconsistent quality of PCR. As Circular prepared for the full-scale launch of its digital tool that makes it faster and less expensive to source and buy PCR, it realized its website had to do a better job of telling its story to a broader audience, rather than just prospects who already know about the company. Circular wanted to provide buyers and suppliers with a complete picture of the platform and its software modules, while also telling a compelling story about the need for industry to boost PCR adoption.

As part of a website redesign led by our partner Craft&Crew, Ascribe was brought on to draft the copy for the five main pages of the Circular site. After reviewing the client-provided background material, we developed questionnaires to guide our interviews with Circular’s leadership team. We then led a pair of one-hour sessions with the CEO to zero in on the core messaging to be conveyed throughout the site, as well as interviews with three other senior executives to get the details we needed to effectively write about the platform and its value. The sessions with the CEO also allowed us to give Craft&Crew feedback to further refine the sitemap, reducing repetition and unnecessary pages.

The new Circular website launched in March 2024 and was well received by the client. Across every page, our team developed crisp, copy-light content, working within the strict character counts of Craft&Crew’s wireframes and modules. Using a plain-language approach and drawing on years of experience writing concise copy on highly technical subjects, we provided web content that can be easily understood but without oversimplifying how the platform improves PCR sourcing.

Deliverable: Website copy

Our process:

Background material review
Questionnaire development
Content-gathering interviews with senior leadership
Writing and revisions
Coordination with web partner on site architecture and wireframe development

Learn more about our website writing services here

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