Footman James

The job

Beyond insurance, a genuine passion

Footman James, a long-standing provider of classic car and motorcycle insurance, sought to reignite their connection with enthusiasts and attract a new generation of classic vehicle lovers through a more discoverable and engaging online presence.

While their expertise in insurance was well-established, they wanted to showcase their genuine passion for the classic car and motorcycle culture beyond just being an insurance provider.

The process

Moving away from transactional language

As their copy partner, I was part of a team that aimed to not only revitalise their brand but also connect with a wider audience who shared the same passion for these timeless machines. This involved crafting a new voice for Footman James, one that resonated with the community’s enthusiasm.

I moved away from purely transactional language, embracing a more engaging and informative style across all platforms. This included revamping the website copy, developing captivating social media posts, and composing informative articles and email newsletters.

Every piece aimed to delve deeper into the world of classic vehicles, sharing the stories, the excitement, and the unique experiences that come with owning and cherishing them.

The outcome

Traffic surged, community revived

Our efforts yielded exciting results for Footman James. Website traffic surged, indicating a growing interest in their offerings and the world of classic vehicles. The website itself saw an expansion of content areas, providing a richer experience for visitors and enthusiasts alike.

Additionally, social media channels and email newsletters were revitalised, fostering a stronger connection and community engagement among classic car and motorcycle lovers.