“I connect in a very black and white, almost manual textbook sort of way that was uninspiring.”

That’s what Daryn Hesketh, CEO of Dark Knight IT, told me in our first call. His company excels at protecting businesses from cyber threats, but their website wasn’t capturing the personality and expertise that makes them exceptional partners for their non-technical clients.

The TLDR

Dark Knight IT needed to transform their deep cybersecurity expertise into website copy that built trust and connected with clients. Through strategic messaging and personality-driven copy, we created a website that balances authority with accessibility, helping them appeal to both SMEs and enterprise clients who need top-tier cyber protection.

(Check it out here)

The Client

Dark Knight IT (yes, that is the best IT business name ever!) is a cybersecurity firm protecting businesses from all those scary things happening in the online world (like that terrifying podcast ad I heard the other day that said your Bluetooth coffee machine was spying on you – ugh!). They’re exceptional at keeping their clients safe, but like many technical experts, they struggled to translate their knowledge into language that would resonate with potential customers.

The Challenge

Ever tried reading a technical manual when you just want to know if a product is right for you? That’s what Dark Knight IT’s website felt like. Daryn was open that he’d used ChatGPT to write it – cue long complicated sentences, and yawn-inducing paragraphs that were hurting their conversion rate.

They faced challenges that are common to many technical businesses:

• Converting complex knowledge into accessible, engaging content (without dumbing things down)
• Moving away from documentation-style writing that failed to inspire confidence
• Building trust in a field where technical authority must balance with approachability
• Creating consistent messaging that works for both small businesses and enterprises
• Developing a voice that maintains expertise while showing a little of the team’s awesome personality

The Solution

Deep-Dive Discovery

I started by diving deep into what makes Dark Knight IT different. Beyond the technical specifications and service features, what really matters to their clients? What keeps business owners up at night when it comes to cybersecurity?

This research revealed something crucial: while clients absolutely want technical expertise, they also need to trust the humans behind the technology. They want to know they’re working with experts who understand their business, not just their tech stack. And they want to be talked to like humans, not robots.

Voice Development

This is a scary industry, often based on instilling even more fear in customers so they’ll buy your services. The Dark Knight team aren’t about fear, they genuinely care about their clients and want them to feel safe. So, instead of the typical cybersecurity approach, we developed a voice that balances authority with accessibility. Think of it as having a conversation with a highly knowledgeable friend who knows how to explain complex concepts without making you feel out of your depth. And who cares about you.

This meant:

• Translating technical features into real-world benefits
• Using storytelling to explain complex concepts
• Letting Dark Knight’s personality shine through with a little tongue-in-cheek humour!

Website Copy Strategy

The website copy we created guides visitors through a clear narrative, explaining technical concepts through their real-world impact. Each page builds trust while maintaining expertise, showing potential clients they’re in capable hands without overwhelming them with technical details.

The Impact

The new messaging framework and website copy transformed how Dark Knight IT connects with potential clients. Now they have a website that:

• Genuinely connects with visitors
• Builds trust through clear, accessible expertise
• Creates consistent messaging across all channels
• Appeals effectively to both SME and enterprise markets

Daryn has also been using sections of the copy when he networks and pitches to potential clients.

The Client’s Verdict

“Honestly, my perspective has totally changed. I wouldn’t start a new website or marketing strategy without consulting Peta first. She solved our articulation problems by creating text that was emotional and gave personality to me and the team.”

– Daryn Hesketh, CEO of Dark Knight IT

So What?

In the cybersecurity world, everyone’s selling expertise. But expertise alone isn’t enough – you need to show the humans behind the tech, the personality behind the protection. And you need to be able to explain important concepts to those who aren’t tech natives – without being patronising.

That’s what strategic messaging and website copy do for you:

• Translate your technical knowledge into language that resonates with clients
• Show what makes your approach unique in a crowded market
• Create emotional connections while maintaining authority
• Build trust through personality and expertise

Are you in a technical field? Do you struggle to transform your expertise or complex product into content that connects with actual humans? Let’s talk about how strategic messaging can help.

Carry on reading

The TDLR

Evolution Engineers, a rapidly growing digital marketing agency, was struggling with consistent brand messaging across their expanding team. Founder James Lee found himself trapped in a constant feedback loop, correcting content instead of focusing on strategic growth. I developed a hybrid Brand Messaging and Tone of Voice Guide for the team, resulting in clearer communication, increased team alignment, and a stronger brand identity – freeing James up to focus on high-value tasks.

The Client

Evolution Engineers is a digital marketing agency founded in 2019 by James Lee. They offer consulting services, lead generation, and traditional digital marketing, catering to marketing directors and heads of marketing in various industries.

The Challenge

As the Evolution Engineers grew, they faced:

• Inconsistent brand voice across team members
• Lack of clear, objective resources for new hires
• Difficulty articulating their unique value proposition without falling into industry clichés

Most frustratingly, James found himself caught in a time-consuming feedback loop. He explained, “Whenever new people join, there’s this learning cycle where they’ll get feedback from me saying, ‘Oh, that doesn’t sound like us.’ In my mind, I think I know what Evolution Engineers sounds like, and sometimes we execute it quite well… but we’re definitely not consistent with it.”

This constant need for correction was eating into James’s time, preventing him from focusing on strategic growth and high-value tasks.

The Solution

I crafted a hybrid Brand Messaging and Tone of Voice Guide, tailored to Evolution Engineers’ unique needs. My approach included:

• Brand discovery questionnaire and interview
• Analysing materials that best represented EE’s desired voice
• Market, audience, and competitor research
• Interviews with EE’s clients to gather vital Voice of Customer info
• 60-minute voice exploration workshop with the team
• Development of key messages
• Creation of a Brand Voice Guide, including tone analysis, brand voice pillars, and channel-specific guidelines

I focused on creating an easy-to-use resource full of examples so team members could quickly see how EE speaks in various formats.

The Impact

So, what difference did it actually make?

• Clearer articulation of Evolution Engineers’ UVP
• Consistent brand voice across all content and channels
• Easier onboarding process for new hires
• Improved ability to stand out in a saturated market
• Significant reduction in time spent on content corrections (estimated at 10 hours per week saved)

James was particularly relieved to have an objective resource for the team to reference. Freeing him from having to personally go through every piece of content that EE puts out.

He said, “Now when I say ‘that’s what Evolution Engineers sounds like,’ that’s what I mean. It’s not just in my head anymore.”

“Peta did a really good job of listening and hearing. She truly heard us, not just listened to us. We came out of the process feeling understood. Now, I can focus on growing the business instead of constantly correcting content.”

So what?

Is your growing team struggling to maintain a consistent brand voice? Imagine onboarding new hires who instantly ‘get’ your brand’s tone.

Are you spending more time editing social posts, white papers, or articles than you would writing them yourself?

What if you could have your own actionable guide that made it easy for every team member to sound like your brand – minimal edit rounds required?

Book a free strategy call now and let’s talk about how a Brand Voice Guide could save you time and frustration!

Carry on reading