“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.
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.