About Pages
A Page Explaining the Story Behind a Brand
The Client
Sih’le is an organic skincare brand based out of BC, Canada that sells primarily from their website.
The Challenge
The purpose of an About page is to convey information about your business in way that lets the website visitor know why they should care. This is one of the most visited pages of any website, and where people go to judge the trustworthiness of a business. The challenge was to tell the story behind the brand in a compelling way that highlights the benefits to the customer of buying their products.
My Strategy
I didn’t want to waste valuable real estate by using a boring and obvious headline like “About Us” when I could sneak in a benefit instead. I decided on a headline that tells the reader how the brand treats them as a customer so that the first thing they see is that the business really cares about their well-being.
The client wanted to include the meaning of the name Sih’le. I decided to expand upon that and conceptually tie it together with the core values of the brand, which include simplicity, nature, and authenticity. I started with a description of what they do and the direct benefit of using their products, which is nourished and radiant skin.
Initially, the client only wanted a description of the company’s mission and values, not the story about how it was founded. I was able to convince the client that they had a really beautiful story that would be a great way to inspire confidence in the genuine intentions behind the business. I ended the story by highlighting the deeper benefit of trying Sih’le products: embracing your authentic self and nature.
Outdoor Adventure
The Client
Kindred is a small business on Vancouver Island that crafts exquisite custom-built snowboards and skis.
The Challenge
Kindred wanted to convey their passion for skiing and snowboarding while also highlighting the artistry that goes into producing each piece.
My Strategy
I wrote copy that concisely expressed the craftsmanship that goes into creating the snowboards and skis, as well as how they are inspired by their love of nature and camaraderie that comes with shared experiences in the great outdoors.
Artist Bio
The Client
Scarlett Grae is an artist based in Vancouver, BC.
The Challenge
The client wanted three versions of artist bios- short and medium bios for gallery shows and magazines, and a longer version for her website. She wanted her story to reflect her passion and motivation for being an artist and also describe the type of art she creates.
My Strategy
I worked with Scarlett to narrow down her many influential experiences and focus on the themes that inspire her work. The tone of voice for this project was poetic and flowery, which is quite different from most copywriting projects I’ve done.
