CHARLES TYRWHITT RETAIL WEBSITE
In 2015, I spent four months working with the Charles Tyrwhitt web team to redevelop their existing content and create new content for their website relaunch.
Product landing page copy
I created copy for more than 140 product category pages for the new Charles Tyrwhitt website, plus localisations for Australia and US territories. The purpose of this content was to introduce each product category, explain how it might be different to other product categories (eg casual shirts vs formal shirts) and generate search traffic. Examples featured in gallery: Casual Women's Tops, Grey Suits, Formal Shirts, Casual Shirts.
Product feature copy
I wrote copy for 70 different product features to explain and promote the different fits, weaves, and collars of Charles Tyrwhitt products, plus localisations for Australian and US territories.
Tool tips
I wrote copy for 40 tool tips to assist site users in refining their search results while browsing. The idea behind the tool tips was to explain the differences between product variations (eg collar style, shirt fits, shoe patterns). They appear in the left-hand navigation of product landing pages. Examples featured in gallery: Shirt Fits, Shirt collars.
UI copy
While we prepared to move the site over to a new platform, I reviewed over 2,300 UI messages to check for things like consistency in naming conventions. I also rewrote a lot of the UI messages to bring them in line with the Charles Tyrwhitt tone of voice and make them generally nicer, as well as localising for Australian and US territories where necessary. I then tested these UI messages in situ to ensure they made sense.
Tone of Voice and Style Guide
While Charles Tyrwhitt had a very strong tone of voice, it wasn't yet defined or documented anywhere. I worked with two other copywriters to create a Tone of Voice guide, defining the brand's editorial values, copywriting principles, and key customer profiles. We also created a Style Guide that so that internal staff and freelance copywriters can write content for the site that is consistent.
Editorial content
I wrote 36 editorial articles for the new website, covering topics such as "How to dress for your body shape" or "What to wear to a black tie event". Some of these articles were cobbled together using existing content, rewritten to bring in line with the tone of voice, and made more SEO friendly. Others were written from scratch, and I now know a lot more than I ever wanted to about men's dress shoes. This work can be viewed in the "Style hints & tips" section of the new Charles Tyrwhitt website.
Page titles and meta descriptions
Since the purpose of the new site's editorial content was to increase organic search traffic to the site, each article needed a snappy meta title and description. I wrote these for all editorial pages, including localised versions for Australia and US markets.