Magal Oil and Gas is a security solutions company that enhances protection for the oil and gas industry.

We were approached by Magal to write the copy for their new website, which was to be tailored to their oil and gas clients. Magal required 19 pages to be written in total and each page had to have clear, engaging messaging but could be understood by everyone.

As Magal have an international client base, the copy had to explain complex security products and processes in simple terms. In preparation for this project, we carried out interviews with Magal staff members and conducted our own research into competing firms and target clients. As part of the structuring process, we used content design principles to map out customer journeys. This helped us establish the customers’ motivations when they read the content, how much work was required for the customer to access the information they needed and to fulfil the call to action, and what information they needed at each specific point on the webpages.

After agreeing a structure for the copy and the sitemap, we sent over a draft of the first page. We used an active, present tense voice, written in the third person to establish Magal’s authority in the industry. We took on board all feedback and made a few adjustments, then continued with the next set of pages, ensuring a consistent tone of voice and writing style was used throughout. The client was delighted with the final copy and the Magal Oil and Gas website is now live, here.