KATA Principle Film Scripts.

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SCRIPT FOR BRAND FILM 1 - CHALLENGE ORDINARY

--START--

Here's an industry-exploding notion.
Let's challenge the biggest load of old ordinary, whenever and wherever we see it.
It's no longer business as usual.
Ordinary got waaay too easy.
Everyone's doing it, nobody questions it.
Ordinary works, until it doesn't.
That's where we come in.
To help you get found or create action, or both - if that's where ordinary left you.
Ordinary can't redefine the web.
We can. Together.
KATA. Challenge ordinary

--END--

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SCRIPT FOR BRAND FILM 2 - DO THINGS RIGHT

--START--

Why can't we just do things the right way?
That's a revolutionary act these days.
Ordinary is no excuse.
It's time to make every click count.
To outperform not outspend.
To do the right thing for our clients, not the easy thing.
Help them get found or create action, or both.
And when we do this we redefine the web in the process.
KATA. Challenge ordinary

--END--

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Landing page 8 - 2. Watch and learn

SCRIPT FOR PRINCIPLE 2 FILM - WATCH AND LEARN

--START--

Ok, businesses get analytics for all sorts of reasons.
It's something we all know we should have.
The problem lies in our reasoning. Our motivation.
Most want visibility. To gain insight. To make informed decisions.
Others want an easier life.
Like ordinary, who handed the login details to the intern.
Now the intern's left. And ordinary's left holding your data.
Measuring the wrong things.
Coming to the wrong conclusions.
At KATA, we believe data analysis is a highly regarded skill in today's world.
So we make every click count.
Because we watch and learn.
KATA. Challenge ordinary.

--END--

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Landing page 13 - 2. Watch and learn

SCRIPT FOR PRINCIPLE 2 FILM - WATCH AND LEARN

--START--

Everybody's on analytics these days.
Swimming in data. Happy as a pig in mud!
But does greater data analysis mean better interpretation?
Ordinary overvalues some metrics over others.
Like bounce rate, for example.
Ordinary doesn't realise these fluctuations can vary without active work.
So ordinary easily confuses correlation with causation.
We don't do that.
Of course, we make sense of interactions.
But not before we've identified clear objectives first.
And our main objective? To make every click count.
At KATA, we watch and we learn.
And only then do we report.
KATA. Challenge ordinary.

--END--

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Landing page 14 - 4. See things as they are

SCRIPT FOR PRINCIPLE 4 FILM - WE SEE THINGS HOW THEY ARE

--START--

What does good data look like?
It's not about what you receive, it's about what you can identify.
Ordinary is afraid of losing the client and acts out of fear.
And as a result, ordinary's only interested in reporting good numbers.
We strive to present your current reality.
As if we were looking through your eyes.
Because we're committed to making every click count.
Good data is just good data gathering, organised well so it can tell it's own story.
So, your number's up ordinary.
We see things how they are.
KATA. Challenge ordinary.

--END--

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What does good data look like?
It's not about what you receive, it's about what you can identify.
Ordinary is afraid of losing the client so acts out of fear.
And as a result, ordinary's only interested in reporting good numbers. That's not good data.
At KATA, we strive to present your current reality.
As if we were looking through your eyes.
Because we're committed to making every click count.
Good data is just good data gathering, organised well so it can tell it's own story.
So, your number's up ordinary.
We see things how they are.
KATA. Challenge ordinary.

--END--

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Landing page 1 - 7. Get what you give

SCRIPT FOR PRINCIPLE 7 FILM - GET WHAT YOU GIVE

--START--

You've done your homework.
Vision, risks, short and long term goals.
You developed personas and user journeys.
Market and landscape analysis. Prototypes, testing, everything!
You didn't miss a trick.
And now your website looks like everyone else's. Ordinary.
It's not your fault though, is it?
Ordinary excuses usually blame the client.
Bad content migration.
Ordinary has the keys to the CMS but doesn't have a creative eye.
At KATA, there are no excuses.
We make every click count.
And engaging content helps create action.
You get what you give.
KATA. Challenge ordinary.

--END--

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Landing page 5 - 7. Get what you give

SCRIPT FOR PRINCIPLE 7 FILM - GET WHAT YOU GIVE

--START--

So you've got the best PPC
Best online display
And world-class social too.
You even programmatically chase people around the internet. Check you out!
Outbound, inbound you're a marketing superstar.
But your website is ordinary.
It's structurally sound but the content is vanilla.
And you're driving traffic who are expecting a bubblegum screwball with sprinkles.
So ordinary produces record bounce rates.
At KATA, we provide balanced metrics.
Because we believe every click counts.
Whether you want to get found or create action, or both.
You get what you give.
KATA. Challenge ordinary.

--END--

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Landing page 2 - 8. Question habits

SCRIPT FOR PRINCIPLE 8 FILM - QUESTION HABITS

--START--

New brief, same trusted industry approach.
Same old ordinary website.
Equals more ordinary outcomes for the client.
Doing the same thing and hoping for different results.
Well that's insanity.
At KATA we leave nothing to chance.
We're here to outperform, even ourselves.
Even if it means tearing up the playbook.
Or redefining the web in the process.
We question habits. Because it's the right thing to do.
KATA. Challenge ordinary.

--END--

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Landing page 6 - 8. Question habits

SCRIPT FOR PRINCIPLE 8 FILM - QUESTION HABITS

--START--

Fit for purpose.
That's what all websites strive for.
To do what they were designed to do.
Isn't that all they can do?
Map software functions against human intent.
And then convert.
Almost sounds easy. But we all know it's not.
Ordinary went to all that trouble.
Ordinary holds the belief that if you build it they will come.
Ordinary doesn't do promotion anyway. Ordinary partners it in.
At KATA, we consider that a bad habit.
Our services all work together.
We help you get found or create action, or both - if ordinary doesn't stretch that far.
This is how we make every click count.
We question habits.
KATA. Challenge ordinary.

--END--

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Landing page 15 - 8. Question habits

SCRIPT FOR PRINCIPLE 8 FILM - QUESTION HABITS

--START--

Having a website in these times is crucial.
To increase business we must increase conversions.
And this comes from measuring the impact of traffic overall.
But to escape the ordinary we must understand what traffic is converting and why.
But instead, ordinary prefers to look at data one way.
Ordinary doesn't filter traffic or IP address.
No goal or site search tracking either.
Ordinary even measures phantom analytics from duplicate tracking codes. Silly ordinary.
At KATA, we question habits. Especially bad ones.
We're always looking for new ways to improve.
To help our clients get found or create action, or both.
And we're redefining the web in the process.
KATA. Challenge ordinary.

--END--

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Landing page 18 - 10. Appearances matter

SCRIPT FOR PRINCIPLE 10 FILM - APPEARANCES MATTER

--START--

Let's face it, all websites look the same.
Just hear us out...
Today's website design practice predominantly follows platform template frameworks.
Containers in containers in containers.
Templates are content agnostic. And that's the problem.
Nobody wants their website to look ordinary.
Ordinary loves function.
But leaves aesthetics to the end.
So ordinary's UI designers get crunched.
No time. No budget left.
The inevitable result?
Another ordinary website with internet visual conformity leaves the production line.
At KATA, we believe in making every click count.
Mediocre aesthetics are not just boring, they're dangerous.
We give our clients differentiation in their markets.
And help them get found or create action, or both.
Appearances matter.
KATA. Challenge ordinary.

--END--

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Landing page 7 - 11. Always have a plan

SCRIPT FOR PRINCIPLE 11 FILM - ALWAYS HAVE A PLAN

--START--

So you want a website.
What for? Who are you targeting? What's the end objective?
Questions, questions!
If you don't ask, you won't get.
This is how we establish what our customers are trying to achieve.
Otherwise you'll end up with an ordinary website.
With no plan, built on ordinary opinions and hunches. Indulgences even!
At KATA, we take nothing for granted.
We strive to understand.
Business needs, audience needs, market requirements.
So you can get found or create action, or both.
Our objective? To make every click count.
So we always have a plan.
KATA. Challenge ordinary.

--END--

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Landing page 11 - 11. Always have a plan

SCRIPT FOR PRINCIPLE 11 FILM - ALWAYS HAVE A PLAN

--START--

So you want a website.
You've seen one you like on the internet.
You want yours to look just like that one.
Same information architecture.
Same blocks. Same widgets. Just swap out the content for yours.
Jobs a good 'un! Right?
Wrong.
Ordinary is a poor imitation.
Designing with no strategic objective results in ordinary websites.
With ordinary results.
At KATA, we suggest the best strategy possible, for each specific client.
We strive to understand.
Business needs, audience needs, market requirements.
So you can get found or create action, or both.
Our objective? To make every click count.
So we always have a plan.
KATA. Challenge ordinary.

--END--

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Landing page 3 - 12. Like will attract like

SCRIPT FOR PRINCIPLE 12 FILM - LIKE WILL ATTRACT LIKE

--START--

Who cares where clicks come from, right? Just as long as they keep coming.
Ordinary is spellbound by hits.
More traffic, more money.
Who cares about the bounce rates?
Ordinary attitudes have gone out of fashion.
But ordinary's still trading on the past.
What's the point in guaranteeing more traffic if it's the wrong kind of traffic?
At KATA, we're committed to making every click count.
We take a joined up approach. No hand offs. No operational silos.
Design, development and marketing working together as one...
So Destination and Content, meet the Right Traffic.
Because like will attract like.
KATA. Challenge ordinary.

--END--

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Landing page 17 - 14. See change as opportunity

SCRIPT FOR PRINCIPLE 14 FILM - SEE CHANGE AS OPPORTUNITY

--START--

New technology is the great growling engine of change.
It never makes us lazy but it sometimes reveals someone's laziness.
Ordinary resists new technology.
Ordinary prefers to go with what you know.
Because ultimately ordinary is what ordinary does.
At KATA, we respect convention.
But we embrace the future for answers.
To help you outperform, not go out of date.
And we won't stop there.
We'll redefine the web in the process.
By making every click count.
We see change as opportunity.
KATA. Challenge ordinary.

--END--

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Landing page 4 - 15. Listen carefully to feedback

SCRIPT FOR PRINCIPLE 15 FILM - LISTEN CAREFULLY TO FEEDBACK

--START--

How do we improve brand efficacy on our websites?
How do we tell the most impactful and effective stories?
Economy of message, perhaps?
Focus user stories. Widgets! Loads of widgets.
Or make every video seven seconds long.
Ordinary will try anything to move the need.
It's honourable but ordinary's doing this alone.
At KATA, we don't work like that.
You could alter your engagement at the cost of brand equity.
We let users be part of A/B testing. Radical, isn't it?
Actually, external eyes can see what we can't see.
We involve them in the cycle, their perspective matters.
That's how we help our clients get found or create action, or both.
We listen carefully to feedback.
And make every click count.
KATA. Challenge ordinary.

--END--

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Landing page 12 - 15. Listen carefully to feedback

SCRIPT FOR PRINCIPLE 15 FILM - LISTEN CAREFULLY TO FEEDBACK

--START--

How do we improve conversions on our websites?
What's the best way optimising content?
Tweak a headline, perhaps?
Add more links. Sprinkle some CTAs.
Images can get 94% more views.
Ordinary loves to tinker around.
But ordinary's trying things blind.
At KATA, we don't work like that.
You could break the whole thing.
We let users be part of A/B testing. Controversial eh?
Actually, a non specialist can have a big effect.
We involve them in the cycle, we don't let them change directly.
That's how we help our clients get found or create action, or both.
We listen carefully to feedback.
And make every click count.
KATA. Challenge ordinary.

--END--

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Landing page 16 - 15. Listen carefully to feedback

SCRIPT FOR PRINCIPLE 15 FILM - LISTEN CAREFULLY TO FEEDBACK

--START--

How do we improve conversions on our websites?
What's the best way to optimising content for search?
Make keywords more competitive, perhaps?
Secure result type. Tickle your page speed.
Image title, alt text and placement all have an effect.
Ordinary tries things in a vacuum.
Ordinary doesn't even realise this is counterproductive.
At KATA, we would never do that.
You could actually lower your rankings.
We let users be part of A/B testing. Controversial, we know.
Actually, a non specialist can have a big effect.
We involve them in the cycle, to test and prove our theories.
That's how we help our clients get found or create action, or both.
We listen carefully to feedback.
And make every click count.
KATA. Challenge ordinary.

--END--

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KATA is ultimately a Conversion Rate Optimisation (CRO) service with a twist. Their brand proposition is 'Challenge Ordinary'. Their aim is to redefine how websites are built (Create action) and marketed (Get found), ultimately exploding the myths of the industry and redefining the web in the process.

Brand ecosystem of KATA

Culture: The future has arrived, digital literacy is common and the time is right for a new normal to emerge. KATA aims to refine web practises and in doing so, redefine the web.

Mission: We are on a mission to bring other people results by making every click count.

Our charter:

We eliminate waste. We remove anything that does not add value to our customers.

We build quality in. Quality is inherent in everything we do through disciplined practice.

We create knowledge. We forge comprehensive documentation to retain valuable learnings.

We defer commitment. We make decisions only once we have verified the necessary data.

We deliver fast. We enhance simple solutions incrementally to gain speed to market.

We respect people. We encourage respect through effective communication, healthy conflict, working as team and empowering one another.

We optimise the whole. We work together, optimising as one. We don't believe in silos.

Vision: To refine and redefine the web using conversion design to make every click count.

Philosophy: We challenge current norms and outmoded ways of working and refine them into the new normal, which we call web 3.0.

Our purpose: To use refinement to better understand the craft so we can achieve a state of greater effectiveness in elite performance. Put simply, we want to make work that works better.

Our pillars:

We're focussed on finding new ways to elevate performance in SEO and UX. Our experts in digital marketing and customer experience create thoughtful, integrated solutions that drive true business results and revive existing ones.

The three pillars of KATA.

1. Outperform - Elite ambition

What we do, we do well because we're committed to making every click count.

2. Together - As one

We don't believe in silos so as a team we challenge the root causes of mediocrity.

3. Balance - Do the right thing

Not too little, not too much. Just right.