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WEBSITE COPYWRITING CASE STUDIES

The Octopus Club:
Website copy primed to scale sustainable shopping platform

The Client

 

The Octopus Club is a preloved marketplace for all things baby, kids & maternity.

The Octopus Club Website Copy Homepage Header.png
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The Brief

 

TOC founder, Ana, had a clear vision: to scale her business.
 

With PR campaigns and advertising plans in her back pocket, she knew it wasn’t worth investing in fuelling growth – and her current website was missing the mark.
 

It wasn’t serving her mission, explaining how her business model works effectively, or telling her origin story to her audience of like-minded parents.
 

The URLs weren’t geared to connect and convert, and she needed to lay better foundations before launching into this high-growth phase.
 

Cue a complete website rebrand, with your girl on the words.

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The Copywriting Service

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Signature website copywriting package, including:
 

  • Tone of voice overhaul

  • Keyword research

  • Messaging clarity

  • User journey mapping

  • In-person feedback session

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The Strategy

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Create storytelling opportunities that speak to the mission:
Second-hand shopping isn’t second best (or you know, sticky parcels circa Facebook marketplace).

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Clear, bite-sized sections to segment buyers and sellers:
The platform serves both parents shopping for second-hand products and the sellers who list them, they need guiding to the right pages and content.

 

Connect deeply + engage community of parents:
Telling the origin story of how the business was born, to showcase the second-hand revolution on a more emotive level. 

 

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The Best Bits

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Evocative storytelling, setting up the origin story & mission

 

 

The Octopus Club Website Copy - About.png
The Octopus Club Website Copy - Our Story.png

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Curated product edits to aid discovery

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The Octopus Club Web Copy - How it Works

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 Clear instructions for “How it Works” to guide + educate

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 Exploring the hidden stories and messages, behind the business ethos

The Octopus Club Website Copy Brand Moment.png

The Brief

 

TOC founder, Ana, had a clear vision: to scale her business.
 

With PR campaigns and advertising plans in her back pocket, she knew it wasn’t worth investing in fuelling growth – and her current website was missing the mark.
 

It wasn’t serving her mission, explaining how her business model works effectively, or telling her origin story to her audience of like-minded parents.
 

The URLs weren’t geared to connect and convert, and she needed to lay better foundations before launching into this high-growth phase.
 

Cue a complete website rebrand, with your girl on the words.

​

The Copywriting Service

​

Complete website copywriting, including:
 

  • Tone of voice overhaul

  • Keyword research

  • Messaging clarity

  • User journey mapping

  • In-person feedback session

​

The Strategy

​

To ladder back to the overarching brand vision:
Second-hand shopping isn’t second best (or you know, sticky parcels circa Facebook marketplace).

 

To create clear, bite-sized sections to segment buyers and sellers:
The platform serves both parents shopping for second-hand products and the sellers who list them, they need guiding to the right pages and content.

 

To connect deeply with the community of parents:
Telling the origin story of how the business was born, to showcase the second-hand revolution on a more emotive level. 

​

​

The Best Bits

​

Evocative storytelling, setting up the origin story & mission: 

 

 

Clear instructions for “How it Works”:

 

 

Curated product edits to aid discovery:

 

 

Exploring the hidden stories and messages, behind the business ethos:

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The Testimonial

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“Responsive, creative, witty – Elena just “gets” it!

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My biggest fear going in was, I didn't know if the tone of voice would be what I had in mind. It’s so hard to get right.

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I honestly had nothing to worry about - the tone is spot on!”

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- Ana Rachel Estrougo, Founder + CEO, 

The Octopus Club

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Ana Rachel Estrougo The Octopus Club Web Copy Case Study.jpg
Words by Elena Stack of books.png

GEARING UP FOR MAJOR GROWTH?
 

Get your website primed to convert before you invest a single penny on ads.

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