Econic Solutions

Website Copy Refresh | SEO | Product Label Copy

Customer Snapshot

Who: A sustainability-focused startup
What: Offering eco-friendly all-in-one cleaning products
Where: Selling online to homes and businesses across the UK

Sustainability

The Brief

Econics founders, Alex and Tasha, came to me having seen my work on Cornwall Lawn Robotics’ website. They had already written their own copy but wanted to upgrade it to achieve a similar style of informative yet easy-to-understand conversion copy. They asked me to audit and overhaul any areas of their copy that needed work and write new sections where necessary.

The Challenge

1. The science, technology, and usability of this all-in-one cleaner needed to be made clear to the reader without confusing them.
2. As they were targeting both domestic and commercial buyers as well as many different sectors, the language in the main site needed to make sense for everyone, with separate and clearly signposted sections using language relevant to each sector.
3. Without an e-commerce website, the ordering process was slightly different to a standard website shop. So the copy had to lead the reader clearly and easily through the ordering process.

The Solution

I assessed the existing copy and worked collaboratively with the website designer to adapt some sections, creating a natural flow of information to best guide the reader through the process.

I also created a slogan and clarified the main selling point throughout the site.

In the domestic and commercial sector sections, I made clear the benefits to each type of customer, writing in a way that would resonate with each.

Together, the designer and I created visual and copy elements to break up technical detail and make it easier to understand.

I researched and added an FAQs section that would answer any further questions.

And I added sections of copy to make the ordering process clearer across the site, and guide the reader to the point of sale.

The Result

As a result, Alex and Tasha gained clarity on their unique selling proposition and process and were able to launch their business with a clear and easy-to-read website. They could relax safe in the knowledge that their website not only contained all the important legal and scientific information required but also made it easy to digest along with the eco-friendly and time-saving benefits to the reader. They were able to enjoy this clarity on their product labels as well.