I was asked to employ my skills in digital copywriting for AliCat Design. The brief was to write a simple, one-page website for their client. The challenging aspect of the task was to ensure that the relevant SEO keywords were used to best effect. The copy had to be appealing to the prospective customers of the client in their geographical and business areas. In addition, the new website had to be differentiated from their existing website in style and design, yet retain the same warm and friendly tone of voice. In effect, this was a ‘twin’ website, designed to reach a slightly different audience with the same offering and level of customer service.