500 landing pages, one deadline that never moved
Managed a team of four writers to create more than 500 ecommerce landing pages for the Carphone Warehouse brand.
Key Results
500+ pages
Delivered 500+ e-commerce landing pages for Europe's largest technology retailer at the time.
Smooth buying journey
Wrote category, brand and product copy that worked together to move buyers through each stage of the journey.
Record Black Friday
The new site went into its first peak trading period and delivered a record-breaking Black Friday.
SEO built in
Developed an SEO-friendly site that assisted buyers on their path to purchase.
On time
Delivered on time despite the scope of the project.
Role
Content Management & Copywriting
Currys
The Challenge
Hundreds of products, dozens of brand voices, one launch date
Carphone Warehouse was investing heavily in digital and needed someone with expertise in web marketing, messaging and SEO to help develop and deploy a new e-commerce website. They needed content production managed across hundreds of products, each stocked brand's tone of voice maintained, and the whole thing delivered on time.
The Solution
Own the voice, then run the production line
Contracted to redefine the tone of voice, write product copy, and manage content creation across the entire website with a team of four writers and two web editors. Worked alongside UX designers, web editors, programmers, and graphic designers throughout.
Pillar 1
Tone of Voice
Modernised the messaging, then balanced it against the tone of every brand they stock, including Samsung, Apple, and LG.
Pillar 2
Content Production at Scale
Managed the writing and editing process across 500+ landing pages, keeping quality and consistency intact across a team and a deadline that did not move. Products included everything from the latest smartphones to smart accessories.
Pillar 3
Path to Purchase
Built the copy to be SEO-friendly and to move buyers forward rather than just describe products, working with the project team to keep the sales journey efficient and easy to follow.
“I'd have no hesitation in recommending Laurence. His writing and organisational skills are very strong. And I admire his ability to get through a mountain of work quickly and accurately, never ruffled or particularly stressed. He's a very reliable, safe pair of hands.”
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