Retention 2.0
WEB CONTENT STRATEGY
The question with Retention 2.0 was how do you make industrial safety equipment compelling without resorting to fear tactics? Their secondary retention systems – safety nets and slings that prevent dropped objects on oil rigs and industrial sites – needed messaging that balanced technical credibility with persuasive clarity.
Instead of leading with product features, I positioned Retention 2.0's solutions around what they actually deliver, peace of mind in the world's most dangerous work environments.
The messaging strategy centered on shifting from risk-focused language to protection-focused benefits. Rather than emphasizing what could go wrong, I crafted copy that highlighted what goes right when their systems are in place: eliminated injuries, prevented downtime, and compliance confidence. Secondary retention, primary protection.
Rig managers needed operational efficiency messaging, HSE officers required compliance language, and procurement teams wanted cost-benefit clarity. The website copy became a conversation that addressed each concern without overwhelming any single audience.
By focusing on outcomes over features, the messaging transformed Retention 2.0 from another vendor into a critical partner in operational excellence.
