Web Copy Overhaul
Company: Isomers Laboratories
My Role: Lead Writer & Systems Builder
Redefined both the messaging and structural framework across the e-commerce site.
The Challenge:
A legacy skincare brand transitioning from TV shopping to digital-first
Existing web copy was bloated, inconsistent, and difficult to navigate
Product descriptions needed to establish need (problem) and benefits (solution)
Furthermore, the site required a scalable system and consistent content structures
Key Launch Assets
Product Description breakdown
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Our Story Page
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Product Philosophy
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Product Description breakdown 〰️ Our Story Page 〰️ Product Philosophy 〰️
Product Description Breakdown
Our Story Page
I sat down with the owners for an interview to get their story. From how they started, to where they are now, and the many milestone in between.
Product Summary Page
On the first page of each product description, the goal was simple; clarity
We used one bolded sentence to summarize the product
Then, 3-5 bullet points to highlight benefits
No noise, just a simple what it is, what it does, and a link to purchase
How-to Page
Provide all instructions needed to use the product
Connect the product (solution) to the associated skin problems
Locate the product within the Product Philosophy (more on that later)
Scientific Proof Page
On Isomers conduct clinical studies on many of their products
Where applicable, this section shows a products efficacy in action
The theory was that scientific evidence = immediate trust
Key Ingredients Page
Isomers, and their customers, place a high value on ingredient transparency and knowledge
I created a Key Ingredient system, in which we highlighted the 3-4 most prominent ingredients in each product
I wrote 1-2 sentences for each ingredient, and created an Ingredient Glossary linked to each product
Our Product Philosophy Page
With so many products under their belt, it was important to find a categorization system that helped Isomers’ customers navigate the site