Landing Page Copywriting | Humi Landing Page (Furniture)

Siti Sarah Sofyaningrat

UX Writer

Content Writer

Copywriter

Figma

Crafting a Warm and Engaging Landing Page for Humi to Attract Young Homeowners

Role: UX Copywriter

Collaboration with:

Designer: Dea

Overview:

Humi is a brand focused on providing modern, custom furniture for young homeowners and families. The goal was to audit and rewrite the landing page copy to create a warm, user-friendly experience.

What Problem Were We Solving?

The original landing page had several areas that needed improvement:

Generic headlines that didn’t connect with the audience.

Vague CTAs (Call-to-Actions) that didn’t guide users on what to do next.

Minimal focus on Humi’s unique benefits, such as custom furniture options, modern design, and local craftsmanship.

Unclear structure, making it harder for users to explore products.

The tone and messaging also lacked warmth and relatability, making it difficult for Humi to stand out.

This is Humi Landing Page before rewriting:

What We Wanted to Achieve

Our goal was to create a landing page that:

Resonates with young homeowners and families.

Highlights Humi’s strengths, like custom furniture and local craftsmanship.

Increases user engagement by guiding users to explore products, book consultations, or request custom furniture.

What I Delivered

For this project, I provided:

A Complete Copy Audit: Reviewed and analyzed the existing page for tone, structure, and clarity.

Engaging Copy Rewrites: Simplified and rewrote the landing page copy to feel warm and relatable.

Action-Driven CTAs: Crafted specific CTAs like “Shop Humi Collection” and “Book a Design Consultation” to guide users effectively.

Collaborative Design Integration: Worked closely with the designer to align copy with visuals for a cohesive user experience.

How I Made the Copy User-Friendly

Crafted Headlines That Speak to Users: Replaced generic phrases with engaging, relatable lines like “Create a Home You Can’t Wait to Come Back To.”

Simplified CTAs: Provided clear actions to help users easily navigate and make decisions.

Showcased Humi’s Value: Highlighted features like custom furniture, hassle-free service, and local craftsmanship in concise, approachable language.

Aligned Copy with Visuals: Partnered with the designer to ensure copy and visuals complemented each other seamlessly.

This is the landing page after rewriting:

What Improved After the Redesign

Users found the landing page more engaging and easier to navigate.

CTAs provided clear guidance, leading to smoother decision-making.

The new tone better reflected Humi’s brand, making it feel warm and inviting.

Client feedback highlighted satisfaction with how the page connected to their audience.

Lessons I’ll Take Forward

A conversational, relatable tone can make a big difference in connecting with users.

Specific CTAs are key to increasing user engagement and guiding them to take action.

Close collaboration with designers is essential to achieve a cohesive and user-friendly result.

Do you like what I've done?

I can help make your landing page more engaging with writing that connects with your customers. I’ll bring in marketing, UX, and SEO to make sure your words work for your business. Let’s create something great together!

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Posted Dec 19, 2024

For the Humi project, I conducted a full copy audit and rewrite to create a warm, user-friendly landing page that resonates with young homeowners and families.

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