Case Study: Web Content

01 — Project details

The goal of this project was to clearly illustrate that this cleaning company operates as seriously as a larger company, but provides the tailored, personalized customer service as a smaller company.

02 — Creative process

In order to tell the story of Moon Cleaning Co., I brainstormed how the company would like to be positioned and wrote specific points that should make it into the copy. I then needed to put myself into the mind of the consumer and conceptualize what would appeal most to anyone who is looking for cleaning services, from mothers to real estate agents. Once I had an understanding of both side, it was time to write.

Before

This "Welcome" section is too broad and does not portray anything unique about the company. The phrase "create something for everyone" is not supported with any tangible examples to give insight into what that means. Lastly, grammatical and syntax issues need to be addressed.

After

This version of the "Welcome" section achieves the goal of "welcoming" potential customers to the world of Moon Cleaning Co. Consumers immediately learn that this is a legitimate company that cares about their clientele.

Before

The previous "About" section did not say anything unique and specific to entice customers. We needed an "About" section that would legitimize and humanize the company at the same time.

After

I chose to write in a letter format to personalize the company to prospective buyers. In addition to dwelling on how important it is that customers are made to feel special, I highlighted the specific problem that the company was created to solve. Finally, I incorporated specific key words about the type of cleanings that are provided for SEO-optimization.