Rewriting Vanderlande’s website – with three tones of voice!

RED’s copywriting team worked closely with Vanderlande to create the different tones of voice. Vanderlande opted for our recommended approaches to reflect the needs and demographics of each sector. The writing took place over several months, reflecting the size and scope of the commission. Pages for revision ranged from Vanderlande’s “pitch” to its customers, through to descriptions of its systems and individual pieces of equipment. Vanderlande’s new look website is now online at: www.vanderlande.com

When Vanderlande carried out an overhaul of its website, RED was invited to undertake the copywriting. This was a complex and extensive task, calling for the revision of hundreds of existing HTML pages and the writing of new entries. However, RED’s work was not simply about updating and adding information. The website was to be rewritten with not one, but three tones of voice for each of Vanderlande’s key business sectors.