đź“Ś Company and their challenges
Hello Happy Skin is a skincare brand based in Australia that offers products with matcha as its main ingredient.
They’ve also done some work on their website themselves in the past: wrote the copy, tried SEO, and ran ad campaigns. And it did help them get more leads than before. But something still seemed to be missing.
Key results:
+6.64%
Increase in conversion
↑31%
Lift in page views
-19%
Reduced bounce rate
🚀 Our step-by-step solution
Step #1: Analyze the current state of the pages
At first, I analyzed their most important pages and then presented my findings in a written report.
Findings:
❌ Didn’t have coherent copy structure for the copy to move prospects towards conversion.
❌ The copy itself was too vague, lacking specificity and value.
❌ And few effective testimonials.
The verdict:
It became clear that small tweaks wouldn’t be enough, and have to be written from scratch
👉 Step #2: Zero in on value proposition + collecting customer feedback
I have already talked with Hello Happy Skin about their offer and the target audience. And that helped us understand what information was missing on the website.
And to uncover the exact words and phrases to say what the prospects needed to hear, we had to dive deeper into what makes them different and hear from their customers.
I designed a quiz-like survey email campaign asking past happy customers about their experience and their skincare concerns and preferences. The feedback we collected helped us understand:
- What their prospects expect from a skincare brand in terms of offerings
- What’s important to their prospects when they decide whether to check
- What their current clients value most about Hello Happy Skin
- What words and phrases do their prospects use to describe their problems and results.
👉 Step #3: Create valuable, specific copy that resonates
With the insights from the website analysis and customer feedback, I created new copy and mockups for the most important pages. Here’s how I approached the main ones.
Homepage:
- Make it clear from the start who Hello Happy Skin are and what they offer
- Clarify why their prospects should choose them and not their competitors
- Provide a specific overview of the products Hello Happy Skin offer
- Use effective testimonials to show that the brand is reliable and trustworthy
About Us page:
- Show that there are likable and trustworthy people behind the brand
- Tell about the brand’s values in a relevant, unboring way with self-centered phrases
- Introduce the main person with a headshot and a short paragraph about the owner
Products page:
- Group products to relevant categories and make it easier for the prospects to find exactly what
- Use bullet points, headings, and subheadings to keep it scannable and easy to process
- Make the benefits of each product clear
đź“ť Deliverables
After finalizing the work, Hello Happy Skin got:
✨ Results we got
Few months after the new pages went live, they were glad to see that the conversions went up, with more leads coming in from both ads, organic search, and social media.
Furthermore, these users spent more than three times longer on the site and viewed more pages per session compared before.
This suggests that the copy did not only help customers find suitable products but also increased their engagement with the brand and their interest in its skincare range.