Improving Copy and Content Structure

Planning and creation of website content

Signature Retail Brand’s original website lacked a lot of things in the way of copy and content. The website copy was minimal, but did not accurately convey an idea of who they are or what they do. There were very few words and subsequently very little information. Moreover, it was rather disorganized and had no flow. I set out to create copy that not only offered more information, but created a sales funnel using links from one page to another. This way, by the time visitors reached the contact form from the home page, they knew whether or not they were interested in learning more. If they were interested, they were a pre-qualified contact and the sale just needed to be closed.

Optimization of Website Copy

In addition to creating the sales funnel copy, I also wrote a professional bio for the owner and one of the partners. The copy for this and the entire site included keyword research and search engine optimization (SEO). Though they chose not to implement the idea just yet (they are still going through some changes as a company, and subsequently are not ready to commit to an additional service), I suggested setting up Google Analytics tracking, including identifying and tracking conversions to monitor the success of the sales funnel structure.

Signature Retail Brands is a culinary business services consultancy based in Baltimore, MD. All work was done remotely from Richmond, VA.