El Alliancen — Repositioning & Website Copywriting

El Alliancen came to me with a simple brief: they had a brand identity, an established client base, and just needed a website where people could get in touch.

But as the project developed, it became clear the real need was bigger. They were a team of subcontractor electricians based in Copenhagen — but they wanted to start attracting private clients alongside their existing B2B work. The challenge was that they hadn't yet defined their niche, their services, or how they wanted to speak to two very different audiences.

So the scope expanded. I led a full repositioning process, including market research, audience analysis, and competitor research. From there, I redesigned the website from scratch — not just the words, but the structure too.

The original single homepage became two separate pages: one targeting private clients, one aimed at companies. This wasn't just an editorial choice. Two distinct pages mean two distinct sets of keywords, two different ranking opportunities, and a cleaner user journey for each audience. Better for SEO, and better for the reader.

I also rewrote the About page to reflect the new positioning and built out a services section on each homepage.

The site was optimised for basic SEO and is now live.

The client is happy with the result — and so am I.