SEO Website Copy & Messaging Framework for Loial Inc.
Loial Inc. needed clear, SEO-optimized website copy to reflect their services and establish a strong, differentiated presence in the cybersecurity space.
To support this, I led a messaging workshop with the CEO and internal team to help clarify their value proposition, define their brand voice, and organize their offerings across three core specialties: Networking, Cybersecurity, and Splunk.
The workshop also helped align the team on their mission and structure the site around meaningful, client-focused messaging.
I wrote all website copy based on this foundation and also crafted copy for a trade show flyer to support outreach and business development at trade shows and local events.
Client: Loial Inc.
Role: Copywriter, Messaging Strategist
Services: SEO Web Copy (Home, About, Services), Value Proposition, Brand Voice, Trade Show Flyer
The Challenge
Loial is a cybersecurity and networking consultancy with deep technical experience across three specialties: Networking, Cybersecurity, and Splunk. But their existing site lacked clarity—services overlapped, messaging was internal-facing, and their value proposition wasn’t immediately obvious to potential clients.
Key Challenges:
Translate complex technical offerings into clear, client-friendly language
Build a differentiated voice in a competitive cybersecurity space
Create a scalable messaging structure that reflects Loial’s expertise
Improve readability, hierarchy, and SEO
The Strategy
To ground the work, I led a messaging workshop with the CEO and technical team, focused on surfacing Loial’s true value, clarifying service categories, and defining their brand voice.
Strategic Priorities:
Establish a core value proposition that clearly states who Loial serves and why they’re different
Build a consistent voice: confident, expert, and human—not overly technical
Organize services under a clean three-pillar structure (Networking, Cybersecurity, Splunk)
Write SEO-friendly web copy that supports discoverability without sacrificing clarity
The workshop also aligned the team on mission, audience, and competitive positioning—creating a foundation for all future messaging.
Transformation
Loial gained a clear, differentiated web presence aligned with how clients evaluate cybersecurity partners
Service offerings are now organized into intuitive, client-friendly categories
Messaging reflects authority without overwhelming with jargon
Sales and outreach teams now have consistent language across web and print collateral
The result is a site that supports both discoverability and credibility—two essential components for a cybersecurity consultancy.
Messaging That Reflects a Local Commitment to Security
The homepage copy was crafted to position Loial as the only cybersecurity firm wholly dedicated to serving New Mexico organizations.
I emphasized their unique value proposition—a team of resident New Mexicans who bring deep regional insight, faster response times, and a relationship-driven approach to every engagement.
The messaging highlights their three core specialties—Cybersecurity, Networking, and Splunk—while reinforcing their commitment to trust, clarity, and long-term partnership.
Bringing Purpose and People to the Forefront on the About Us Page
The About Page was written to reinforce Loial’s core value proposition: a cybersecurity company built by and for New Mexico.
I used this page to expand on their mission, highlight their local roots, and bring their team to the forefront—underscoring the personal, relationship-based approach that defines their work.
By combining company history, team credibility, and community involvement, the copy builds trust and positions Loial as both technically strong and deeply committed to the region it serves.
Crafting a Clear, Actionable Flyer for Events and Outreach
I developed a one-page trade show flyer to help Loial quickly communicate who they are, what they offer, and why their regional focus sets them apart.
The copy was designed to deliver clarity at a glance—positioning Loial as New Mexico’s go-to cybersecurity partner while highlighting their core services in Cybersecurity, Networking, and Splunk.
Every section was written to feel confident, concise, and actionable, reinforcing their value proposition for prospective clients and event attendees.