Website copy for The Herbtender
As a huge champion of eco-friendly and neurodivergent-owned businesses, I was absolutely chuffed when The Herbtender reached out to work with me on their website copy. They specialise in high-quality apoptogenic wellness supplements to help with everything from sleep to ADHD to sports recovery.
Co-founder Laura has ADHD and told me she struggles with project management. She needed someone to run a tight ship and keep all the moving pieces on track. I was more than happy to help.
“
Alice has a way of taking a complicated topic and distilling it to the necessary. She nailed our TOV from the outset and her eye for detail meant that this was consistent throughout. How she was able to create organised copy documents from our enormous website I will never know!
Laura Neville, Co-founder of The Herbtender
Where we started
Laura approached me in 2023, following a rebrand and ahead of some exciting collaborations with high street wellness shop, Holland & Barrett. The website needed to be simplified, updated, and a balance was needed between SEO and tone of voice.
These were the challenges we started with:
- Out of date copy written by multiple different people
- A lack of focus on SEO
- No clear user journey or conversion-driven content
- Lots of technical language (common in the IT services industry)
- Content that didn't speak to their target audience
- The adaptogen industry was growing rapidly ad The Herbtender need to stand out
So an overhaul was in order.
What we worked on to fix this
- sitemap was reorganised to make the shopping experience easier and prioritise additional values-based content
- SEO audits and deep dives into analytics to assess which pages were performing and highlight any technical issues
- copy rewritten to match the tone of voice while maintaining SEO best practices
- more prominent CTAs and testimonials to improve conversion
- key focus on UX within the content design and formatting
- succinct product page content with a clear focus on benefits and conversion
The project was a huge undertaking. I organised the project into 5 phases, based in the priority order of publication for the new content.
All in all, we worked together for six months across product pages, the home page, a new sustainability page, additional content, and by the time we were done, a few new products they had ready to launch.
It was a hugely rewarding project with an absolute dream team. And a real testament to the balance of SEO and tone of voice.
