Website & Digital Marketing
Be Trans Aware
About the client
Be Trans Aware are a B2B diversity and inclusivity training provider. They specialise in supporting businesses across the beauty, complementary therapy and hotel/hospitality sectors.
An LGBTQ+ owned business, Be Trans Aware creates and delivers professional training, both online and in-person. Their training is designed to empower businesses to effectively welcome and accommodate transgender, non-binary and other gender diverse clients.
BeTrans Aware is ran by Sam Marshall (She/Her), otherwise known as The Beauty Guru. A member of the LGBTQ+ community herself, Sam combines her decades of professional experience in the beauty industry with an in-depth knowledge of DE&I best practises within the therapeutic space.
What Be Trans Aware needed
Sam and the Be Trans Aware brand were looking to establish a strong web presence as part of their official launch and to advertise to businesses in the Greater Manchester area.
Alongside website content, Be Trans Aware were also interested in having an experienced writer with knowledge of DE&I best practises review and copyedit some of their training material. They also required support to develop marketing material such as PDF brochures and direct mail content.
As an organisation facilitating greater accessibility and inclusivity for trans and gender-diverse people, they were ideally looking for a writer with a strong understanding of LGBTQ+ identities.
How I delivered
Here’s how I supported this awesome trans-inclusive training provider to refresh their digital and print marketing presence.
After attending an in-person briefing meeting with Sam and another key member of the team, I got stuck in with planning and writing the content for an eight-page website.
As part of that service, I made sure to incorporate the following features:
- Keyword-rich subheadings, internal links, and other SEO best practise.
- Site structure informed by UX Design, funnelling browsers towards the big CTA (contacting the client).
- Page layout broken into short, easy to read sections with clear and non-technical language to improve accessibility.
- Applying a consistent tone across the site; one that represented BeTransAware and the mission Sam and her team were focused on.
- Copy was presented via Word Doc but formatted in the style of a website, so the client’s web editor could easily design and publish content via their CMS.
In addition to the website, I also reviewed and copyedited some of the organisation’s training materials, including a round-up booklet for their online trans awareness seminar.
Finally, I designed and wrote three direct sales letters to attract and appeal to local businesses who might benefit from the expertise of Be Trans Aware.
The result
Be Trans Aware were really pleased with the results of the website and marketing materials. As a newly established training provider, the website became a critical tool to market to and recruit customers, and successfully helped Be Trans Aware complete their official launch.
As a queer non-binary person, I was personally very pleased to apply my own lived experience to ensure the content was up to scratch. It was gratifying to hear from Sam that it not only met her own professionally high standards of DE&I, but it helped her further refine exactly what the organisation’s mission was.
As a writer, this project taught me a lot about diversity, equality and inclusivity training and industry standards. Off the back of my involvement with this project, I’ve continued to pursue this professional interest, attending virtual seminars and workshops on the subject – including one BeTransAware’s own virtual training sessions, of course!
“Gen was a joy to work with. It was important that I used a voice for my copywriting from the community and Gen was the perfect choice.
Gen was patient, friendly and knowledgeable. The process was really comprehensive and Gen delivered on time!”
Sam Marshall, Be Trans Aware / The Beauty Guru
