Turning Cloud Construct’s technical expertise into customer confidence

Charlotte Davies is a West Midlands-based communications strategist, workshop facilitator and speaker helping organisations, business owners and subject matter experts communicate complex ideas clearly.

This case study shows how clearer messaging helped Cloud Construct with customer acquisition, training and recruitment.

Why Cloud Construct chooses to work with Charlotte

“I don’t recommend people lightly but it has been a delight and easy to work with Charlotte. 

She takes a genuine interest in our business, connects us to others who may benefit from our services, and consistently re-invests in and develops her skills.

That’s the reason we keep working with her and why we’ve been happy to recommend her to our own clients.”

— Peter Barfield, Chief Executive, Cloud Construct

The Deeper Dive

The Challenges

The tech is amazing, but confused people don’t take action

Peter Barfield founded Cloud Construct in 2012 because he loved solving complex problems with technology. 

Since then, the company has grown from 2 founders to a team of 12, embracing technological advancements for the benefit of their clients. 

Cloud Construct was an early Amazon Web Service (AWS) Partner.

“AWS gives us access to cutting edge technology and it’s part of our competitive advantage. It’s important for us to communicate.”

— Peter Barfield, Chief Executive, Cloud Construct

Pete realised the way you communicate with potential customers has real business implications.

“Bespoke software has the potential to transform businesses, but it can be a considerable investment.

Our projects range from £5,000 to £150,000 depending on the technical requirements and functionality. 

If people can’t relate to you or what you’re saying, or you can’t explain what you do easily, they’re less likely to buy from you.”

— Peter Barfield, Chief Executive, Cloud Construct

Past experiences means trust has to be earned

“Some prospective clients have been stung in the past – they’ve worked with developers who have not delivered what was promised, and/or they’ve gone over budget without warning or agreement. 

We wanted potential clients that we don’t overpromise and underdeliver, we offer value for money and strive to be the best.”

— Peter Barfield, Chief Executive, Cloud Construct

First time working with a copywriter

Despite the need, Pete initially had reservations about working with an external service provider / copywriter.

“I’m highly protective over the way the Cloud Construct is represented and the copy and content we put out there.

I’ve been less than impressed by some copywriters I’d seen online in the past. 

To release that control over the language to somebody else was hard for me.

But in order to grow the business, my attention is needed in other places, not sitting down trying to write content.

I had to work with someone else and the opportunity to secure a covid recovery grant for the website project gave me the ability to try it without being a financial risk to us.”

— Peter Barfield, Chief Executive, Cloud Construct

“Charlotte brought the ability to look at who we are, what we do, and who we sell to. 

She asked lots of questions, researched the industry, and got inside the technology.”

— Peter Barfield, Chief Executive, Cloud Construct

Here’s how I worked with Cloud Construct:

1. Understand the business

Every project starts by understanding the business behind the words.

I spent time with Pete and members of the Cloud Construct team learning about the company’s background, values, goals and services.

We talked about how projects were delivered, how decisions were made, why clients chose Cloud Construct and what made them different from other software developers.

This wasn’t just information gathering. It helped me understand the language customers used, the questions they asked and the messages that would build confidence with prospective clients.

2. Understand the customer

Copy and content aren’t pretty words on a page.

They are sales and marketing tools to move potential clients from  “I think you might be able to help us but I’m weighing up my options” to “yes, I know what you do, you’re the right service provider for us.”

Developers might talk about a custom API, hosting architecture and environment, Availability Zones, etc, but without a context, it’s difficult for potential customers to know what it means or why it’s important e.g. seamless customer experience. 

My goal was to write in a way that clients could relate to Cloud Construct’s work.

3. Understand enough to translate

When I first started working with Cloud Construct I didn’t have a tech background or deep knowledge of software development. But I had the benefit of being an outsider, similar to some of Cloud Construct’s potential clients and decision makers. 

I didn’t need to become a web developer or cloud engineer. I needed to know enough to bridge the gap between their technical expertise and customer understanding. 

I invested 12 hours taking the AWS Cloud Practitioner Essentials course. 

This beginner’s course covered pricing, security, monitoring, and architecture. It gave me the knowledge to ask Pete and the Cloud Construct team intelligent questions and understand the significance of what they were doing.

4. Show the impact in the real world

Software is a tool, so the big question is what happens when it’s used in business?

I interviewed a cross-selection of Cloud Construct’s clients to develop case studies which would help similar companies to make decisions.  

The interviews revealed the impact of the software and systems, including how bespoke software dramatically improved efficiency for On Call Security Group – enabling engineers to access and update their CRM on the road, rather than waiting 2 hours between appointments.

The interviews also gave me specific quotes and testimonials on Cloud Construct’s approach.

Steve Ball from XPO IT Services said: 

“We go to them with a concept. They don’t just say ‘yes’ like some developers do, who keep adding zeros to the final bill. They don’t try out new technology just for the sake of it either.

The Cloud Construct team asks why we want to do a specific thing. They then start making suggestions on how it could be slicker, more robust and more cost effective.

That sharing of knowledge makes me feel comfortable. I know we’re not going to be taken advantage of.” 

The interviews were recorded so the team could watch them back.

This had the added benefit of better understanding the value they provided, boosting confidence and generating ideas for the future. 

Results and Outcomes

From “What is it?” to “What does it do?”

Cloud Construct now has clearer, audience-focused website copy and case studies. 

Initially Pete had some reservations about the simplicity of the copy.

“At first I didn’t like the copy. I thought it was too basic to represent the business.

However, then I passed it to some existing clients and my parents to see what they thought. 

Their reaction shifted my thinking. They said ‘Yes, now we understand what you do.’

I realised that I’m not the audience. What I think might be important, might not be a priority for the end user or client.”

— Peter Barfield, Chief Executive, Cloud Construct

Sales assets to support business growth

“As Cloud Construct grows, we’re working with bigger companies who have more complex needs and requirements. This comes with a bigger budget.

They want to know what to expect, if we can deliver, and whether they’ll get ROI. 

We therefore use Charlotte’s work all the time, whenever we get an inquiry about a project.

While much of our work is bespoke, there’s usually some crossover.

We’ve developed an internal product matrix linking industries, technologies and budgets. Our case studies are part of this.

It makes it easier for the sales team to find relevant examples and have more informed conversations with prospects.  

We’ll also signpost them in sales presentations. It gives them confidence that we’re going to be successful in delivering their project.”

— Peter Barfield, Chief Executive, Cloud Construct

An organisational knowledge base

Cloud Construct continues to grow and over the years, and the team has evolved too.

“I don’t have to worry about funneling 14 years of Cloud Construct experience into their minds. 

The assets help with internal training and onboarding – not just for sales but the developers too. 

They can download the code from the code repository and get a technical understanding, then read the case studies to know how the technology is applied and what it actually means to the customer.”

— Peter Barfield, Chief Executive, Cloud Construct

Assets for recruitment in a competitive landscape

“One of the first questions developers ask is, ‘What will I be working on?’ The case studies and website help answer that question by showing the breadth of projects and technologies across the business.” 

— Peter Barfield, Chief Executive, Cloud Construct

Demonstrating value in the AI era

AI is making it easier to generate content and even software. However, tools still need experienced people to understand context, recognise their limitations, make informed decisions and communicate real business value. 

By showing Cloud Construct’s process and how they now work with clients through new case studies, they are highlighting how their expertise and experience remain relevant and important. 

More than a copywriter: An invested partner

When Pete first hired me, he expected someone to write the copy and move on. 

But, my career spans Public Relations, Business Development, and Copywriting and I’m passionate about promoting and connecting businesses who could work well together.

“The connections shine through – the ‘oh, you need to speak to Pete because he might be able to help with that.’ 

I wasn’t expecting that as it isn’t in the service we’re paying for. It’s great.”

— Peter Barfield, Chief Executive, Cloud Construct

Why this worked

Cloud Construct didn’t need someone who could write about cloud technology on day one.

They needed someone who was curious enough to understand their business, ask better questions and translate complex ideas into language their customers could understand.

Over four years, that curiosity developed into an ongoing communications partnership.

Cloud Construct continues to use the assets in sales, recruitment and onboarding, while Pete continues to recommend me to his own clients. 

“I don’t recommend people lightly.”

Peter Barfield, Chief Executive, Cloud Construct

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