Case study Web Copy
I rewrote rtCamp’s enterprise WordPress page twice. In November 2025, I sorted it into 9 pillars and opened it on a claim to be the leading agency.
Proof at a glance
I lost access to rtCamp’s analytics and CRM when I left, so every number here is one a reader can check.
3
pages live in 3 days
January 14 to 16, 2026
8
buyers’ problems
ahead of rtCamp’s stats and partner badges
11
engineering practices
one answering each problem, further down the page
~9%
fewer words
than my November version
The problem
Then Marketing and Sales passed on what they were hearing from prospects, and I watched Microsoft Clarity recordings of its visitors. Those recordings showed me people leaving at the hero and right after it.
The page I had written
Before I rewrote the page, it opened by telling you NASA, Meta, the White House, and over 40% of the web trusted WordPress.
Up top, my headline read “The leading agency for Enterprise WordPress development,” and the line under it called rtCamp award-winning.
If you kept scrolling, you’d reach the 9 pillars I’d written, each with a paragraph on the challenge and a list of solutions.
That meant a CTO had to read the whole framework before spotting the part about them.
After I published the November version, I watched Microsoft Clarity recordings of visitors moving through it.
I relied on the average across many sessions, since that gives a good overview of how an audience behaves. People lingered on one part of the page. Others went looking for an answer they never found and gave up.
Some left as soon as they reached the hero. Plenty more scrolled past it and left once they reached the first section, which told me something had to be done there.
Others made it all the way down to the CTA and dropped off there.
Marketing and Sales told me how their conversations with potential clients were going. Sales also told me what they wanted to see on the page, since they talked to those clients more than anyone and knew what sells and what attracts them.
The rewrite
Where on this page would a CTO find their own problem?
Back in November, I couldn’t see how people would move through the page. Clarity showed me afterward.
Tightening my own 9 pillars would’ve been the quicker job. In the rewrite, the 8 problems come straight after the hero and the row of customer logos.
My November version, then My January rewrite
The four pieces
Around the enterprise page, I wrote 3 more pieces for the same buyers, aimed at different points in their decision.
rtCamp wanted to own the enterprise WordPress keyword, so the page stayed a work in progress for as long as I was there, with the phrase in the headline of both my versions.
The Content Marketing Lead assignment on rtCamp’s careers site still gives candidates the job of planning content that gets “Enterprise WordPress Development” into the top 3.
The four pieces, and what each needed
The work
So I rewrote it again, and the new version went live in January 2026.
How it was written
You’ve probably filled in a contact form and never heard back. On the other side of that form, it’s one of the 8 problems, and Sales finds out about the missing lead days later.
Another was a site that crashes exactly when everyone shows up.
Throughout, I talk to the reader in the second person, the way you’d describe a bad week to a colleague, and close on what it costs them. I opened the traffic one on “Election night. Product launch. Breaking news.”
Further down the page, I laid out 11 practices describing how rtCamp’s engineers handle those 8 problems.
Integrations is the one I’d show a developer, because rtCamp’s developers plan those around API rate limits, timeouts, and outages. Transactions wait in a queue when the system on the other end fails, so no data gets lost.
With access, I explained single sign-on by what it does on someone’s last day. Their CMS access stops the moment the company switches off their account, and nobody has to clean up after them.
Each problem, and its practice
Some buyers land on the enterprise page too early. They’re still figuring out what an enterprise WordPress build involves, and a list of practices won’t help them yet.
That’s who the enterprise WordPress explainer is for. It went live the next day.
I based it on the idea that enterprise websites are business systems “that happen to have a frontend.” An iceberg illustration shows the part a visitor never sees.
Then I walked them through 8 parts of an enterprise build, beginning with teams that publish in parallel and ending on brand sites that share one codebase.
At the end, I left them a 7-item checklist. Check 3 or more and you’re in enterprise territory.
rtCamp published it under Aviral Mittal’s name and credits me for contributions and updates. I wrote most of it, and Aviral edited it.
Six weeks earlier, I’d already written for buyers further back in their decision, who hadn’t settled on WordPress yet.
That became my ecosystems article, which went up on December 5, 2025, with my name on it and Aviral as editor.
To take apart the idea that WordPress is “just a blogging platform,” I used NASA, which runs its site on WordPress and stayed up through the 2024 eclipse traffic.
I’d written it to the same plan. The problems lead, and the answers follow them.
On the custom development page, I also told buyers that most business sites don’t need headless WordPress. I called it “over-prescribed by agencies looking to inflate project scope,” and that’s still my view.
Who checked the pages
What the rewrite had to keep
A service page with a keyword to win, an audience Sales named, and a reviewer.
What happened
Now a CTO meets those 8 problems before rtCamp’s stats block and partner badges, with an engineering answer to each one further down.
The findings
If you apply to write for rtCamp today, the brief you get points to “our editorial standards,” which I helped refine.
Two of those, for the WordPress Content Writer and Technical Content Writer (B2B/Agency) roles, want an article with my ecosystems piece’s exact title, written for CMOs, CTOs, digital directors, and product owners.
They also ask for a plan that sends traffic to the enterprise page. So a writer applying there today gets standards I helped refine and a brief built around my rewrite.
The explainer
Enterprise websites are business systems that happen to have a frontend.
Working together
His research was thorough and well-grounded, and he was equally strong on the review side, helping us run peer reviews that raised the overall quality of our content.
Specific Attributable Verified
Their own words, cut only for length and never rewritten.
Then and now
I went back into the enterprise page in April 2026 and again in June. Its last update is dated June 2, 17 days before I finished at rtCamp, so the version live today is mine.
In September 2026, the WordPress migration service lists my ecosystems article as one of its 3 resources.
Every row was read off the captures listed in Sources.
What I got wrong
Scroll to the bottom of the enterprise page and you’ll find 3 guides from rtCamp’s playbook. The explainer isn’t one of them.
So a CTO who wasn’t ready to talk yet had no route from that page to the one I’d written for them. Internal linking was my call, so that one’s on me. My April and June edits missed it too.
In the explainer, I wrote that private sector websites in the EU must meet WCAG 2.1 Level AA under the European Accessibility Act.
The act’s own text covers specific products and services such as e-commerce and consumer banking. It exempts micro-enterprises that provide services.
Putting those 8 problems first meant going through the teams’ records and taking a second go at my November version.
Now a CTO sees their own week on that page before any of rtCamp’s partner badges.
If you’re rewriting the copy for your product, list every issue it mentions before you touch a sentence. Then scroll down and see how far a reader gets before meeting one.
Four things I would fix:
Sources and credits
rtCamp updated my ecosystems article in August 2026, after I left, so the January capture shows what I published.
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