Product Descriptions
When I first began overseeing all copy for BaubleBar, we didn’t have streamlined templates or formats for writing product descriptions. I recognized an opportunity to develop a consistent copywriting process to optimize for readability, voice consistency, and SEO effectiveness. I created a cross-channel, in-house style guide for teams across the company to reference when reviewing webpages, and eventually used it to train a freelance copywriter on how to wield our brand voice.
The following are just a few examples of strong product descriptions that were written using this style guide. The wide range of accessories that BaubleBar offers required me to establish guidance for writing about each of the individual categories available on the website. They all had their own nuance, keywords, and positioning that needed to be expressed in just a few short sentences.
Homepages
In my time at BaubleBar, I was also responsible for storyboarding the brand’s homepage content and copy. This task required the creative team and I to solve a common problem faced when working with retail assets: deciding when to feature products that were driving the business and when to feature those that were new and fresh in the assortment. Sometimes, it turned out to be both — but we had to figure out ways to execute that balance seamlessly.
During each of our brainstorming sessions, I played a huge role in establishing the homepage’s storytelling and positioning, selecting imagery, and concepting the design of the main banner. I would then write all of the associated copy.
The following are two examples of the many homepage assets I helped create and publish on BaubleBar.com.
