LONDON COPYWRITER
COPY • STRATEGIC CONCEPTS
BRANDING • LUXURY RETAIL
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JUNE 2020
One of these days, we’re going to be coming out of Covid, making now the ideal time to bring your company’s website up to date before normal service resumes.
With many shops, museums and restaurants reopening their doors on 4th July, many UK businesses are poised to emerge from a long period of hibernation. No one can predict how the market will fare, but one thing is certain: it’s paramount for brands to get the right message to their audience in the right way.
Now is the ideal time for brands to assess their communications – and take on a copywriter to refresh your marketing communications with immaculate, straight-talking and memorable messaging that will make your brand stand out from the competition.
Have a look at my check-list of how to approach reshaping your brand communications:
1 What do you stand for?
It might not just be your website that needs refreshing, but maybe the focus of your brand. What are the things that make your company unique? It could be your offer or your service. The way you talk or deliver. Your outlook or values. It’s important to identify what sets you apart and use your website to communicate the same points in different ways.
2 Go through your website with a fine-tooth comb
Sit down and read your communication. Really read it. Most brands have a website created and never look at it again. Listen to how your brand talks. Is it too long-winded, too arrogant, too dry? Informal and chatty or caring and genuine? Is it saying what you want people to hear? Whose site do you most admire?
3 Put yourself in your customer’s shoes
Read your website again from your target client’s perspective, whether they are a customer, an employee or a client. Why do they come to your website and what are they looking for? Is it easy to find? What action do they want to take on reading your site? Many brands only see their website from their own perspective, but users may be bewildered by how information is presented.
4 Be ruthless with your website content
So many websites repeat the same information on multiple pages, making it a long-winded choice to abstract the information you need. Each page should have a specific purpose, driving users to pages where relevant with a simple click. It’s time to streamline your website and make it easy for your users to find what they want, with a response mechanism on each page, whether a phone number, Buy Now button or link to a contact page.
5 Demonstrate your credentials
Luxury brands especially have a challenge: they must sound sophisticated and elegant, but still have enough personality to differentiate from the competition. Using the words luxury and premium are not enough. Don’t just talk about being luxury: prove it. Is your service quicker, more personal or thoughtful? Are your staff better trained or more knowledgeable? Does your product have a painstaking manufacturing process, use rare materials or outlast all others? These are the factors that justify the luxury label.
Spending time assessing your website and defining your key messages make it easy for a copywriter to deliver engaging words that will strengthen your brand proposition and make it easier for customers to buy from you.
If you need a luxury copywriter to help assess your brand communication, rewrite your website content or redefine your brand message, contact me today.
