Three brands killing it with their website copy (and what you can learn from them)
Some brands just seem to get their website copy spot-on – but what’s the secret sauce that makes their message so easy to read, engaging and effective, and how can you apply it to your own? Let’s unpack three of my favourites…
Go-To
Zoë Foster Blake’s iconic brand Go-To is known for its uncomplicated skin care offerings, signature peachy products packaging, and irreverent, unexpected copy. Like a chat with a clever-but-hilarious friend, the wording on this website clearly communicates all the relevant skin care and ingredient info, but with a light touch that makes it easy and fun to digest.
The Go-To website is a joy to peruse – from the ‘About’ drop-down menu that reads “We’re good at one thing: handstands. And also: skin care”, to the eminently readable product descriptions, and the sweet prefilled email sign-up box (“cutehead@gotoskincare.com”), the Go-To messaging leaves the reader with the warm and fuzzies, leading to a sense of trust in and affinity with the brand. Many companies in the beauty space take themselves waaay too seriously, which is why this approach seems so refreshing. The takeaway? Commiting to a totally unique tone of voice, even (especially) if it’s not common in your industry, is an excellent way to set yourself apart from the competition.
Mustard Made
Locker brand Mustard Made was started by two sisters living on opposite sides of the world, and harnessing the power of this unique story is something they’ve done incredibly well from the get-go. The warm, conversational website copy draws the reader into the Mustard world, and the cute illustrated timeline on their ‘About’ page tells you everything you could possibly hope to know about the company’s journey. From the brand’s beginnings to its ups and downs through the years (including the challenges faced by Covid-19 and Brexit), it all feels very relatable and transparent.
The result is that when you buy a Mustard locker, you aren’t just buying a stylish and colourful storage item for your home – you’re truly buying into the story of two sisters taking a chance and following their dreams. The lesson to apply to your own website copy? Vulnerability can be powerful, so don’t be afraid to share the human story behind your brand.
Kowtow
An industry trailblazer for more than 15 years, New Zealand-based ethical and sustainable fashion brand Kowtow is as meticulous about the wording on its website as it is about its clothing production. A short paragraph on the homepage puts sustainability front and centre, and makes it clear to anyone browsing exactly what the brand is about. It’s all very simple and minimalist (echoing the clean lines of their clothing), but readers can click through to a comprehensive page detailing their philosophy “centred around circular design, ethical manufacturing and sustainable fibres” – as well as the link to download a copy of their complete sustainability strategy (an impressive touch). Additionally, there are full pages dedicated to ‘Fairtrade’, ‘Organic Cotton’ and ‘Circular Production’, each with clear, detailed information about why these issues matter and the steps Kowtow is taking to respect people and planet, complete with beautiful editorial-style images from various parts of their supply chain. The overall vibe is serious, classy and considered, which suits the brand to a tee, and helps build a deep level of trust with customers – when you buy from Kowtow, you know exactly how your garment was made, from what and by whom, and that by supporting the company you’re contributing to better working conditions and a more sustainable fashion future.
But how to apply this to your own website? Firstly, don’t bombard the reader with info: make sure your homepage clearly communicates what you’re about with a short, sharp, engaging paragraph, and then make it easy for people to dive deeper on their own terms. And secondly, not all website wording needs to be fun and conversational to be effective – consider your product or service offering, your values and your own personality when deciding on your brand tone-of-voice, and make sure it all aligns.