Website Copywriting
Technology
The Client
Midori-Bio is a company that created an organic technology that can be integrated into plastics and synthetic textiles to speed biodegradation and, ultimately, to reduce the amount of waste in landfills.
The Challenge
To write website copy that appeals to both investors and forward thinking businesses that could benefit from incorporating this technology into their products.
My Strategy
I kept headings and subheads focused on the “so what” of the technology to drive home the message that working with this company is a way for businesses to ensure their goods will biodegrade in a relatively short timeframe. Using short, clear sentences helps to ensure the reader doesn’t get lost in the details of the technology.
Services
The Client
HRx is a leading provider of equity, diversity, and inclusion (EDI) services in Canada.
The Challenge
The client wanted to revamp their website in a way that enhanced the UX and conveyed the variety of services they offer in a straightforward, clear, and reassuring tone that appeals to companies which are early in their journey towards incorporating EDI practices into their workplaces.
My Strategy
I approached the copy in a way that made sure not to alienate potential clients. I did this by using non-judgmental language focused on the positive transformations that can happen as a result of bringing on HRx to help improve EDI. I made it clear that HRx is all about meeting the organization where they are at to provide tailored solutions.
When given the okay by a client, I love writing microcopy that fits the theme of their offering. In this case, that meant replacing the boring “Sign up for our email newsletter” suggestion in the footer with “Diversify your inbox.”
Real Estate
The Client
The Rise is a new real estate development in British Columbia looking to advertise apartment units.
The Challenge
The client asked me to write six webpages, including a compelling description of the property and what it would be like to live there, a summary about the developers, and a description of the features.
My Strategy
For the home page, the place to make a first impression, I used words that play on the name of the property for a headline that gets at the deep benefit: happiness as a result of where you live. I kept the description of the property concise and described the features and benefits by using descriptive words that invoke powerful imagery, like “nestled”, “sunny”, and “thriving”. I suggested a clear call-to-action at the bottom of the page (“Schedule A Visit Today”), but the client decided not to add it due to page functionality reasons.
For the page about the developers, I framed their extensive experience in a way that focuses on the benefits to the buyer.
I was provided a long bulleted list of apartment features. To make this more interesting to read, I split them into categories with descriptive headlines, and then added the benefit to the buyer of each feature. For example, what was previously listed as simply “9-foot ceilings”, I changed to “Nine-foot ceilings throughout the units give a spacious, airy feel”.
E-commerce
The Client
The Pawsitive Collection is a small business that produces natural supplements, balms, and sprays for dogs.
The Challenge
The client was rebranding and building a new website. They asked me to create a brand voice, tone guide, and buyer personas and use them to write fresh website copy and product descriptions.
My Strategy
Since the landing page was meant to showcase the new line of products, I highlighted the benefits of these and included clear calls to action (“shop now”) . The voice I created to reflect the brand values is caring, holistic, playful, and positive. In between the new product highlights, I included wording that clearly conveys their commitment to the well-being of dogs.
For the About page, I used a bit of playful language in the headline to keep the tone fun.
The client wanted to convey how much they care about the health and happiness of their customer’s dogs, so I focused on the ultimate benefit of using their products and highlighted their commitment to research.
Fashion
The Client
Ares + Co is a Vancouver-based startup that makes sustainable clothing for children.
The Challenge
The founder wanted to emphasize her commitment to minimizing environmental impacts and share the very personal story that inspired her to create the clothing line.
My Strategy
The target audience is mothers, so the client wanted the website copy written in a caring, mature, and transparent tone of voice. I told the story behind the brand in a way that would be relatable for parents of infants and made sure to explain all the ethical practices the company uses to contribute to sustainable fashion.
