The challenge

As a family business it was really important that Webury's customers could identify with them and find the right product for their needs.

They wanted to engage, enthuse and connect with their customers, while showing and sharing their expertise through the copy on their website.

Instead of copying and pasting the product descriptions from the brands they were selling, they knew that by injecting their own tone of voice into some fresh new copy, they could connect with their ideal customers.

As a small business they were keen to find someone on their wavelength who could write copy in their style and tone.

screenshot mockup of website ecommerce page with copy describing outdoor footwear
website mockup image showing website category texts with copy about country boots

What we did

We identified their goals as

  • Showcasing products in an engaging way, in line with Webury brand voice and style,
  • Encouraging website visitors to browse for longer
  • Creating and nurturing a connection with customers to build trust

A key part of the briefing process was identifying the right tone of voice for Webury. They didn't have a set of brand voice guidelines, so we used some existing copy and also draw inspiration from other brands in different industries.

Research into the products themselves involved interviewing staff at Webury and getting a hands-on session to look at and discuss the products together. We also researched the various brands and their heritage to pick up on details that would appeal to Webury's ideal customers.

All of the copy was optimised for SEO using key words and phrases.

The results

The product copy was just the right tone of voice for Webury, helping to create a sense of connection between the brand and their ideal customers. The detailed information about the products helps customers to make the right choice first time round.

Over 3 projects, we wrote over 112 unique product descriptions and 39 compelling category page texts.

Bonus result? Webury could also use snippets from their ecommerce copy on social media posts and in their email marketing.

screenshot mockup of website ecommerce page with copy describing outdoor country footwear
  • “Really pleased with the tone and style”

    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!!

    Lucy Evans
    Webury