Making it easy to buy from your website

Brushwoods Case Study

When Kendra came to me, through her web developer, her most significant issue was one a lot of businesses can relate to – she needed to sell more of her products.

Kendra’s a passionate and straight-talking ex-scientist now running an oat and olive oil farm in beautiful country-NSW. She’d made an investment in her brand - making her site look and feel modern and wholesome, but she just wasn’t seeing the sales she had hoped for.

So, the fabulous Korii at Moolah Digital and I tackled her site together. There are many benefits to a web developer and a copywriter collaborating on a project. In my experience, the main one is the knowledge that you’ve got a powerhouse team combining their respective expertise to craft a customer journey that turns your browsers into buyers. Anyway, back to the task at hand…

Our primary mission? Get more people eating more of Brushwoods’ yummy oats. How could we resist that delicious challenge?

What were the issues we uncovered?

• The homepage wasn’t clearly and quickly communicating what Brushwoods did. Or sold!

• There were a lot of words written in language that was company-led.

• Their point of difference wasn’t mentioned.

• The site wasn’t taking readers on a journey to fulfilment. Browsers were left floundering around wondering what to do next.

• There was no SEO strategy in place, and no keyword research had been undertaken.

• Metadata was sporadic and needed tightening up.

• There were no dedicated sales pages for any of the products.

• Products in the shop weren’t categorised.

We worked together to combine the perfect mix of back-end technology, UX, copywriting and SEO ingredients to turn it into a website good enough to eat.

Straight up, we identified a quick win that could help drive more sales immediately. We enabled the review option for all products. I drafted copy for Kendra to send to her customers asking them to leave a review and within a week, all her products had 5-star reviews. Making it much more appealing to new customers considering a purchasing..

How did we fix the main issues?

• Keyword research was done, so we had a clear idea of the keywords to target on each page.

• We rearranged the homepage, so the shop was front-and-centre and updated the copy, so the reader knew straight away what they were getting.

• We re-jigged the menu order, so the shop was 2nd on the list.

• We crafted Brushwoods’ brand language.

• The content was rewritten across the site from a customer-led perspective. Now it’s about YOU, not US.

• Metadata was rewritten or created so buyers knew – what Brushwoods were selling, why they should buy, and a CTA.

• They’re now shouting from the rooftops that this is award-winning produce!

• We’ve removed the guesswork - browsers know precisely where to go and how to find what they need. We’ve made it EASY to buy.

Here’s the new Homepage, highlighting the subtle but important changes we’ve made.

• Dedicated sales pages were created for each category - to tell the story of why it was created and how it’s crafted.

• Products were categorised in the shop for a cleaner shopping experience.

At the end of the project, Kendra is left with a website that clearly describes what she is selling, why a customer should buy from her and makes it easy for them to purchase her product.

It conveys the care Kendra gives to her produce and customers. It’s warm and personal, just like Kendra. It’s real, simple and joyful and communicates ’Brushwoods’ steadfast commitment to quality produce.

I’m forever grateful that I get to work with talented creative partners and smart small businesses to make magic like this. And in Kendra’s own words, “We 100% should all be proud!!”

Head over to her website to check it out.

What Kendra experienced is something that a lot of businesses go through. You can have a site that looks the part visually, but unless your words and customer journey are on-point, you’re not going to be capturing all the sales you could be.

Investing in a skilled copywriter that makes your website sound and read like the best possible version of your brand, is always going to reap rewards.

If you need some help to turn your website from average to awesome get in touch - I’d love to help you.