Turning a generic super website into a distinctive industry proposition

The challenge

Resource Super was created for people working across Australia’s mining, energy and resources industries.

That gave the fund a potentially powerful point of difference. Its members often work long shifts, spend time away from home and make sacrifices that generic superannuation marketing rarely acknowledges. The fund also had a genuine connection to the sector, including investments in the industries its members help sustain.

But the proposed website did not make enough of that difference.

Like many financial-services websites, it relied on familiar superannuation language that could have belonged to almost any fund. The proposition was present, but it was not being expressed strongly or consistently enough to shape the experience.

Resource Super needed more than clearer product information. It needed a website that made members feel the fund understood their working lives, while still communicating accurately inside a highly regulated environment.

Our role

Antelope Media was engaged to review the proposed website, sharpen Resource Super’s messaging and create the content for its core pages.

We began with a content audit in November 2023. That allowed us to assess the proposed structure, identify where the same ideas were being repeated and determine what each page actually needed to achieve.

We then developed 12 pages of core website content and continued working with Resource Super, its project advisers and web developers as the material moved through review and implementation.

Our work included:

• auditing the proposed content and website structure
• developing the messaging and positioning approach
• rationalising the role and content of individual pages
• writing the core website copy
• translating technical product information into member-facing language
• working through detailed compliance and subject-matter reviews
• adapting content to the evolving website design, and
• reviewing the staging site before launch.

Finding the proposition that belonged to Resource Super

The central strategic opportunity was hiding in plain sight: Resource Super was not a general-purpose fund attempting to appeal to everyone.

It served a recognisable community with distinctive working conditions, experiences and priorities. Many members were FIFO workers or worked in roles shaped by long hours, physical demands and extended periods away from family.

We made that relationship the organising idea behind the website.

The content recognised the work and sacrifices of people in the sector. It used direct, grounded language rather than generic financial-services abstractions. It also connected the fund’s member benefits, investment approach and services back to the realities of resources work.

This did not mean forcing mining references into every paragraph. It meant making sure every major page answered a broader question: why should someone in this industry choose Resource Super rather than a fund designed to speak to everyone?

Turning positioning into a complete website

A proposition only matters when it is carried consistently through the whole digital experience.

We translated the positioning into content spanning the fund’s major member decisions and services, including:

• the homepage and overarching Resource Super proposition
• why members should choose the fund
• superannuation and investment options
• insurance and understanding insurance cover
• financial advice
• self-managed super funds
• member benefits
• information for employers, and
• the fund’s story and approach.

Each page needed to do its own job while reinforcing the same overall position. The homepage established who Resource Super was for. Product and service pages explained how the offer worked. The About and Why Resource Super content supplied the evidence behind the promise.

We also challenged the proposed structure where necessary. Rather than writing into every box supplied to us, we considered whether information was duplicated, whether it belonged on that page and what the user needed at that point in the journey.

Making regulated information human

Superannuation content operates inside strict legal and regulatory boundaries. Claims about investments, insurance, advice and member outcomes must be accurate, qualified and supportable.

That can make financial-services websites cautious to the point of becoming generic. The language may be compliant, but it gives people no reason to care or continue reading.

Our job was to preserve the necessary precision without allowing regulation to erase the fund’s personality.

Ralph Grayden’s background as a corporate lawyer was particularly valuable here. It helped us understand the purpose behind qualifications, distinguish necessary caution from habitual jargon and work constructively through detailed reviews.

We collaborated with Resource Super’s executives and specialists on investment, insurance, advice and SMSF content. The drafts went through extensive comment and revision cycles, with the language refined alongside product and compliance detail.

The result was copy that remained responsible and technically sound while speaking to members as people rather than regulatory categories.

Working across strategy, content and implementation

The website continued to evolve while we were writing it.

Antelope Media worked with Resource Super, strategic adviser FMC Change and digital agency Humaan to align the positioning, page content and developing design.

We maintained a complete set of page drafts, responded to detailed comments, supplied updated versions for implementation and reviewed how the copy appeared on the staging website.

That implementation work mattered. Website content can change meaning when headings, modules, links and calls to action are transferred into a design. We therefore checked the live experience, identified omissions or outdated versions and refined content as the site took shape.

We also helped with additional requirements that emerged during the project, including the employer section and content intended to support an ongoing learning hub.

What we delivered

• a content audit of the proposed Resource Super website
• a clearer messaging and positioning strategy
• recommendations about page purpose, structure and duplication
• 12 core pages of website content
• a distinctive proposition grounded in the resources industries
• member-facing superannuation, investment and insurance content
• content for advice, SMSFs, member benefits and employers
• plain-English treatment of regulated financial information
• collaboration with executives, specialists, advisers and developers
• management of detailed review and revision cycles, and
• staging-site review and editorial support through implementation.

The result

Resource Super launched with more than a rewritten website. It had a clearer and more ownable position in a market crowded with funds making similar promises.

The new content spoke directly to people working in the resources sector, recognised the nature of their work and connected the fund’s products, services and investments to that community.

At the same time, members could understand the practical information they needed about super, investments, insurance, advice, SMSFs and benefits.

The positioning was no longer confined to a tagline or About page. It ran through the complete website, giving Resource Super a consistent basis for explaining who it serves, what makes it different and why that difference matters.

The new website went live in July 2024, and Resource Super returned to Antelope Media for post-launch editorial support.