Kim from Stretch n Strength is passionate about dancing.
This former ballerina and dance instructor devoted majority of 2015 to develop her tool – a professional foot stretcher.
This little device is invaluable for all ballerinas, dancers and athletes out there. It allows you to stretch your feet to achieve a desired arch.
Kim’s target market are teenage girls, therefore she designed her website to appeal to that age group. Pages were bursting with sparkling stars, pink accents and bold purple background. The banners had elaborate font, with plenty of exclamations, kisses and hugs (xo). It looked like another teenage blog.
While appealing to teenagers, the website’s charm was lost on parents and dance instructors, wanting to make a purchase. While Kim admitted she would love to address the site to the teens, she aimed to bring dance tutors and instructors to her site as well. She got in touch with freelance content strategist at Rock Paper Copy to improve her site.
We wanted to give Stretch n Strength a ‘grown-up’ look, while keeping the teen appeal. We knew that sites like Hollister or ASOS - directed to teens - have professional grown-up look. That’s what inspired us when working on Kim’s store.
First of all, we tackled the design. Heavy purple background was replaced by delicate mauve shade.
The top sliding banner in this particular Shopify template had outstretched images, making any picture blurry – no matter the size or a ratio. After many attempts, we finally managed to edit the template and the slider size to display within a single page.
That way each image looked perfect – no blur in sight! We have designed two professional images for the banner; each having a clear CTA (Call to Action) encouraging to click further and a bold image of ballet shoes, letting each customer know what niche to expect.
The featured collections section has been removed from a homepage. As Kim is only selling three products, dividing them into three separate collections made customer journey over-complicated. We kept the original featured products on a homepage, cropping the images to fill the template and display all 3 in a straight grid.
Footer has also been updated, adding more links to improve customer navigation and re-designing newsletter sign up form to reduce the white contrasting background.
About us page has been re-styled to highlight Kim’s ballerina and instructor credentials. We also included top information about the products with bullet points. Customer now can get most important facts in a matter of seconds when making a buying decision.
Contact us page has also been created with an online mailing form and a hyperlinked email address for a 1-click-contact. Internal links have also been added on each page to improve site’s SEO and a customer journey.
We have written custom meta title for the website, informing people of Kim’s product, its’ benefits and including strong CTA to encourage clicks.
Meta description and title has also been written for each page and product. H tags were used for key information – these values are important from Google’s perspective, they work as a highlighter within a text, letting Google know what content to expect.
The project has been completed by re-styling product pages, editing each title, description and meta data. Kim loves her new website and will continue working with Rock Paper Copy on social media marketing and blogging.