Before launching a brand-new consumer portal on complex legal topics, the European Consumer Centres Network (ECC-Net) wanted to make sure all copy was consistent, accessible, and perfectly written. First, the organization had copywriters across the globe write drafts. To achieve uniformity across the website and ensure quality, the ECC-Net then asked Annalisa to rewrite and edit all copy. It found her approach to be thorough and pleasant. She wrote accurate copy that’s easy to understand for the target audience. And even though SEO wasn’t a priority, Annalisa applied some basic principles, ensuring the website ranks much higher on Google.
The ECC-Net’s story
The ECC-Net provides EU residents and citizens with advice on their consumer rights. It also offers legal protection when traveling and shopping in another European Union Member State, Norway, or Iceland. From its 29 offices, 150 legal experts provide assistance and advice in 24 different language—free of charge.
In late 2021, the ECC-Net launched a new website: the go-to European portal that provides consumers with information about their legal rights when traveling and shopping in the EU. For this project, the organization needed a lot of easy-to-read copy about complex legal topics.
“Annalisa’s sharp questions helped us get to the bottom of things”
A global team of copywriters tackled the copy, which resulted in a pile of pages that varied in terms of style and quality. To achieve uniformity across the website and ensure quality, the ECC-Net asked Annalisa to rewrite and edit all the copy.
“I was particularly impressed by Annalisa’s ability to quickly master all the legal knowledge involved in this project,” says Linda van Zanten, marketing and communications consultant at the European Consumer Centre. “Annalisa asked sharp, in-depth questions, which helped us get to the bottom of things.”
“It was more than we had dared to hope for”
The ECC-Net’s comprehensive project required a structured approach, close collaboration, and a keen eye for detail. “Annalisa provided a critical perspective throughout,” says Linda. “Since she refused to compromise on quality and persisted to deliver the best result, she went beyond rewriting the copy—she took it to the next level. It was more than we had dared to hope for.”
During the process, Annalisa regularly checked in with Linda to discuss the target audience, content, and writing strategy. Sometimes, they ran into unforeseen hurdles they needed to tackle. “Annalisa has a razor-sharp mind,” says Linda. “She’s a perfectionist in the most positive sense of the word: she’s committed to achieving top-notch results. Besides being honest and thorough, Annalisa is also very warm and accessible. So, I really enjoyed working with her.”
“Our perfectly written copy ranks much higher on Google”
After weeks of intensive rewriting, editing, and brainstorming, the new website finally went live. “Thanks to Annalisa, we were able to publish consistent, cohesive, and perfectly written copy,” says Linda. “What’s important to us is that our target audience understands complex legal issues. Annalisa has avoided legal lingo and ensured the copy is easy to understand for consumers, so we’ve achieved that goal.”
Although the ECC-Net didn’t prioritize SEO, Annalisa applied some basic principles when rewriting the copy. Her efforts paid off. “Our website ranks much higher on Google now, and it hasn’t gone unnoticed,” Linda explains. “For example, if you enter ‘consumer rights Europe,’ our website ranks fourth on Google—right below the European Committee’s website. That’s amazing!”
All in all, Linda is very happy with the results. “I wholeheartedly recommend working with Annalisa. In fact, next time we need a copywriter, Annalisa is the first person we’ll call!”