The problem

The AA website was over complicated. Long detailed pages communicated multiple messages with no clear calls to action.

Close-up of a yellow and black AA battery container with the AA logo in black.

The brief

Oliver, the AA’s new agency, carried out a complete content audit and, subsequent, created a more efficient content strategy.

I was brought in to rewrite the existing content to make it concise and customer-led with clear calls to action.

Close-up of a car tachometer with the needle pointing to approximately 1.2, showing engine revolutions per minute.

The strategy

I was part of a tightly co-ordinated team, with a co-writer, animators, illustrators, designers, content designers and content strategists. We used Sprints to draft, test, feedback and revise before inputting directly into an ever-evolving CRM. Teamwork and communication were vital to our success.

Screenshot of a webpage by the American Automobile Association providing tips on how to use jump leads to start a car with a flat battery, including safety advice and steps for jump starting and replacing a car battery.

The creative

Over the course of the project I wrote 50-60 articles and guides - from how to change a tyre to what to pack if driving abroad. Each followed a specific template with full SEO. There were also a number of transactional pages, using best practice UX methods for seamless journeys.

Screenshot of a website page offering car key replacement services from the AA, with headings, introductory text, and contact information.

The results

For confidentiality reasons, I’m sadly not able to share any data. However, the agency team was very happy with how things went: “I just want to say thanks for your work throughout as we definitely delivered some great work on this project. I hope we have the chance to work together on future projects”.