Teen charm lost on grown ups
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.
Kim’s original logo has been replaced with more professional text which doesn’t overlap the banner. In this particular Shopify template logo is not separated from the sliding banner, but it sits within. So using an image for a logo means that it will overlap the banner – as it did in the original design.
Kim had plenty of written content – and that’s what Google loves. The original text however was written in a single paragraph with no visible breaks. We have re-styled the text to allow online scanning and inserted headlines using H-tags to deliver key facts within few seconds.
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.
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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