WEBSITE COPYWRITING CASE STUDIES
Ydor Hotel:
Diving into the luxury market with website copy that makes a splash
The Brief
Before the hotel could serve its first “Kea-politan” cocktail, Mara (marketing manager) needed a website with words that oozed the sophistication and opulence of the architects high-def sketches.
The family-run hotel group had worked with me before on their hotel, Porto Kea Suites & Spa, and knew that I could elevate their guests stay from the moment they arrived on their site.
The Copywriting Service
Signature website copywriting package, including:
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SEO research & audience analysis
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Messaging clarity session
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Copy consulting
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Naming ideas
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1 x round of feedback
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Up to 3 months of ongoing email support
The Strategy
To create an elevated brand experience:
The hotel is one of the only luxury hotels on the island, it needed to stand out from the crowd of aparthotels and villas in its tone and approach.
To reduce FAQs
Having been in the hotel business decades, they wanted a website that could clearly answer guests most-pressing questions to reduce the unnecessary load for their customer service team.
To guide guests to the perfect suite:
With multiple suites on offer, each with a unique feature (hello plunge pool!), the landing pages for each accommodation type needed to be equal-parts evocative and easily understood.
The Best Bits
The scroll-stopper:
Accommodation differentiators:
Customer service-loving content:
Storytelling opportunities:
Concierge support:
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:
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Tone of voice overhaul
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Keyword research
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Messaging clarity
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User journey mapping
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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:
The Testimonial
“It has been a blast working with Elena again!
She went above and beyond the scope of the project. Not only did she came up with the room type name options for our new hotel but she happily gave us guidance on how we can create a marketing plan for it too, including useful tips about what we should be on the lookout for when we work with marketing agencies.
She is an expert in her field - the outcome was exceptional!"
- Mara Dimitriou,
Elixos Hotel Group Marketing Manager
