Industry: Wholefoods, E-commerce
Target Audience: Health-conscious UK-based people, aged 20 - 40+, seeking information about wholefoods brands to solidify their purchase decisions.
Project: B2C landing pages
Challenge: The copy for these landing pages needed to hit a lengthy word count, striking a balance between engaging copy and informative content. As well as being persuasive, storytelling copy designed to increase conversions, the client desired these landing pages to hit certain SEO markers per their own specifications.
Solution: My strategy for these landing pages was to draw readers into the story of each brand, prefaced with an engaging hook crafted to entice further reading and full immersion in each brand’s story.
I wrote copy from the perspective of the target audience, appealing to their desires (including health-based, status/ego-driven, and ecological and environmental protection) and speaking to them on an even level designed to evoke a “me too” reaction. The goal was simple - make the readers feel like both Wholefoody and the brand in question are people like them, build trust and relatability, and thereby increase conversions.