Case Study: Product Description Copywriting for Webury
How Jane Nizi Copywriting helped Webury grow their online retail business with copy that reflected their brand personality.
Who?
The Background
Webury Ltd is an online retailer of premium outdoor clothing and footwear brands.
They wanted to engage, enthuse and connect with their customers. As a family business it was really important that their customers could identify with them and find the right product for their needs.
As a small business they were keen to find someone on their wavelength who could write copy in their style and tone.
So they got in touch with Jane. (Smart people, right!)
The challenge
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Showcase products (some were quite similar!) in an engaging way, in line with the Webury brand voice and style
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Encourage website visitors to browse for longer
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Create and nurture a connection with customers and build trust
Style and tone of voice
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Conversational, light-hearted, friendly and honest
The numbers
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112 unique product descriptions (over 3 projects)
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39 category page texts
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5 different outdoor brands
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33016 words of engaging and enthusing web copy
'We were really pleased with the tone and style of writing, it was everything we had hoped for!'
The Solution
Instead of copying and pasting the product descriptions from the brands they were selling, we knew that by injecting their own tone of voice into some fresh new copy, Webury could connect with their ideal customers.
I followed my unique Trigpoint Framework to hone in on the right words for each product. Here's how it worked out in practise:
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Customer Research – this included talking to staff at Webury Ltd – after all, they know their customers really well – even which dog breeds customers of different products typically have. They also live the lifestyle of their customers and use many of the products themselves. To complement this, I carried out online research of reviews, social media, blogs and online forums.
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Brand Voice – I used some of Webury’s existing copy as inspiration, as well as looking at other examples of copy that they loved. By analysing the outlook, style, pace and word choices in this copy, I was able to write in a style that felt just right for the brand. I analysed the final draft of the copy and made a few tweaks so the rhythm and tone matched what they were looking for.
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Products – This involved a hands-on session with Webury, looking at the products and discussing the key features and uses. I also researched the brands and their heritage to pick up on details that would appeal to Webury’s ideal customers.
The Results
112 unique and engaging product descriptions and 39 category page texts
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SEO-optimised copy to get more people finding Webury on their initial online search
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Engaging texts that provide important product information in a refreshing and relatable tone of voice
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On-brand descriptions and that can be repurposed for other web pages (like feature banners on the homepage), social media posts and email newsletters
I'm loving reading this. Thank you Jane, some lovely writing that is totally 'us'
Client comments
Thank you for being so lovely, patient and professional and delivering us with some incredible copy. Really appreciate your efforts – you’re so good at what you do.
Just wanted to add that we were really pleased with the tone and style of writing, it was everything we had hoped for - I told you I had a good feeling from the start!