Cheryl from 4ward Thinking Cloth Diapers has a lot on her hands. Three kids, homemaking and a newly launched online shop. That is plenty in anybody’s books.
She also makes all the cloth diapers herself. She designs, cuts and sews them at home – with a help from the family. While being busy with adding new designs, she lacked time to optimize and finish the website.
Her homepage was bland and lacked a focal point to draw the eye. No CTA (Call to Action) or a strong visual banner caused a high bounce rate and low customer journey. Cheryl got in touch with freelance content writers at Rock Paper Copy for help.
We offered FREE website critique to identify other points affecting Cheryl’s sales. We found that the website lacked the same WOW factor found on 4wardThinking social media sites. Their Facebook page had plenty of amazing photos of homemade diapers which were nowhere to be seen on a homepage!
Content on extra pages was not optimized for the search engines, the top menu was confusing and left visitors wondering what are they going to find by clicking each link. The footer featured most recent blog posts – Valentine’s Day promotion. Considering it was an April at that time, it left an impression that website is out of date.
We began by designing a top banner for a homepage. We used one of 4ward Thinking striking designs, added cheerful yellow background and a strong CTA.
We highlighted the fact all diapers are handmade and 100% natural, which is important for all eco-conscious moms out there. This was also main selling point for Cheryl.
Navigation and Content
Menu at the top and bottom was clarified; we added shipping, about, diaper care and shop page at the top, with additional FAQs, reviews and contact links in the footer. That way the page names were clear and indicated straight away what the content is.
We re-written and optimized About us page and added beautiful photo of Cheryl’s family. As it’s a family operated venture and all 3 generations help in the production, it was a lovely touch to show the photo of all of them. We added clear shipping rates table to a shipping page and also highlighted FREE delivery at the top website panel.
All written content within the site was optimized using Bausch-Kincaid readability tool and a word cloud.
SEO and Social media
All pages also received full SEO make-over, with custom meta titles and descriptions, strong CTA, highlighting benefits of the products and encouraging to take action (click). The pages were linked with each other, improving SEO and customer journey.
As Cheryl had social media integrated, yet didn’t update them regularly, we agreed on social media marketing for 7 Days, as part of the full RPC package. We scheduled Facebook, Twitter and Instagram posts using Hootsuite and arranged the messages to be published in the target customers’ time zone (US).
All project took less than 48 hours to complete. Cheryl loved the work and gave us excellent feedback at the end. We enjoyed working with 4ward Thinking content and look forward to our next collaboration!