Case Study: Copywriting for Engage (Customer Engagement Tool)
Jasmine-Jade .
Researcher
Copywriter
Google Docs
Grammarly
Notion
Engage is a Customer Engagement tool for businesses looking to automate and personalize messages across email, SMS, push notifications, website banners, live chat and more.
Challenge:
They had expanded to add product features and needed customer-friendly copy for the new feature pages and a revamp for the homepage.
Solution:
1. Interview
After some calls with the Founder, I extracted information on:
Tone of Voice
Engage’s Services
Target Audience
USPs
Selling Points
Customer Pain Points
Brand Identity Spectrum
Positioning Statement
2. Audience Research
I then conducted audience research to determine:
Focus Geography
Behaviours
Pain Points
Interests
Professional Status
Customer Journey Stage
Language
Social Media Usage
Communication Preferences
Expectations
Barriers to Platform Use
3. Benchmark Research
Next, I compared Engage's vitals with their competitors and looked at:
Average Monthly Traffic (Organic)
Upward/Downward Trend (Six Months)
Domain Rating
LCP/FID/CLS
Backlinks
Top Keywords
Top Pages
I then listed up to 68 relevant keywords, grouped by traffic value and relevance...
List of keywords relevant to Engage's features
...and wrote new meta titles and descriptions for the old and new pages.
4. Copywriting
After all this research, copy for the 11 pages was naturally written.
Before:
Screenshot of the homepage hero before I worked with Engage
After:
Screenshot of the homepage hero after I worked with Engage
Screenshot of the homepage hero after I worked with Engage
Deliverables:
Homepage Copy
10 Feature Pages
Meta Data
