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Case Study: Imaginetrix Imaginetrix is an independent IT consulting and support company that provides cost-effective networking solutions, custom designed for the needs of each client. The company needed a Web site that would clearly communicate their high level of technical expertise and wide range of services. The copy had to provide relatively detailed technical information, while at the same time be welcoming and easily understood by potential clients with limited technical expertise. Imaginetrix also wanted to emphasize the fact that they are extremely easy to work with and committed to helping each client fully understand their new IT solution.

I worked closely with Julian Steinberg, president of Imaginetrix, offering several initial text samples, until we identified the "voice" best suited to IT experts and lay persons alike. I then worked from interviews with Julian and other source material to write original content for the entire Imaginetrix web site. The final copy achieves the crucial balance the company was looking for, delivering the message that Imaginetrix is technically expert, yet user friendly.

Imaginetrix reported that, immediately upon launching, their new web site, driven by the clarity and quality of the copy, was responsible for attracting several new clients. The Imaginetrix site clearly describes the company's services and benefits, and serves as an effective sales tool that speaks to both technical and non-technical audiences successfully.

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