Through the process of writing and revising microcopy + unifying the voice and tone of Stencil Stop's messaging across website, help center and marketing materials, I discovered their biggest brand opportunity that would change the trajectory of their marketing and business moving forward.
Stencil Stop is a Sacramento, California, based manufacturer and supplier of custom stencils of all sizes and designs. They engage with their audience by offering ongoing product support and how-to content.
Through the process of writing and revising microcopy + unifying the voice and tone of Stencil Stop's messaging across website, help center and marketing materials, I discovered their biggest brand opportunity that would change the trajectory of their marketing and business moving forward.
Stencil Stop is a Sacramento, California, based manufacturer and supplier of custom stencils of all sizes and designs. They engage with their audience by offering ongoing product support and how-to content.
Through the process of writing and revising microcopy + unifying the voice and tone of Stencil Stop's messaging across website, help center and marketing materials, I discovered their biggest brand opportunity that would change the trajectory of their marketing and business moving forward.
Stencil Stop is a Sacramento, California, based manufacturer and supplier of custom stencils of all sizes and designs. They engage with their audience by offering ongoing product support and how-to content.
Tone & Voice for messaging
TONE & VOICE PROCESS
Tone & Voice for messaging
Step 1
Step 1
Step 1
Identifying the Challenge
Stencil Stop's website failed to effectively highlight their values and focuses and was inconsistent with how the tone and voice communicated their messaging. Although stencils can be seen as a fun, creative art supply, they have a technical component when producing them and using them. The ordering process for custom stencils is more involved compared to Stencil Stop's ready-to-ship products. So the tone and voice throughout the website and help center needed an overhaul to feel more streamlined and clear for a wide range of customer types.
Identifying the Challenge
Stencil Stop's website failed to effectively highlight their values and focuses and was inconsistent with how the tone and voice communicated their messaging. Although stencils can be seen as a fun, creative art supply, they have a technical component when producing them and using them. The ordering process for custom stencils is more involved compared to Stencil Stop's ready-to-ship products. So the tone and voice throughout the website and help center needed an overhaul to feel more streamlined and clear for a wide range of customer types.
Identifying the Challenge
Identifying the Challenge
Stencil Stop's website failed to effectively highlight their values and focuses and was inconsistent with how the tone and voice communicated their messaging. Although stencils can be seen as a fun, creative art supply, they have a technical component when producing them and using them. The ordering process for custom stencils is more involved compared to Stencil Stop's ready-to-ship products. So the tone and voice throughout the website and help center needed an overhaul to feel more streamlined and clear for a wide range of customer types.
Stencil Stop's website failed to effectively highlight their values and focuses and was inconsistent with how the tone and voice communicated their messaging. Although stencils can be seen as a fun, creative art supply, they have a technical component when producing them and using them. The ordering process for custom stencils is more involved compared to Stencil Stop's ready-to-ship products. So the tone and voice throughout the website and help center needed an overhaul to feel more streamlined and clear for a wide range of customer types.
Step 2
Step 2
Step 2
Defining the Target Audience:
Stencil Stop's Hidden Gem
I identified 6 segments, including a big one that wasn't marketed to directly. In addition to helping define the tone and voice, this was Stencil Stop's biggest opportunity. They got clearer on exactly who uses their products and in turn, expanded their reach to a very lucrative segment: other business owners. As an offshoot of defining the target audience, I also created and implemented corresponding email segmenting flows and campaigns.
Defining the Target Audience:
Stencil Stop's Hidden Gem
I identified 6 segments, including a big one that wasn't marketed to directly. In addition to helping define the tone and voice, this was Stencil Stop's biggest opportunity. They got clearer on exactly who uses their products and in turn, expanded their reach to a very lucrative segment: other business owners. As an offshoot of defining the target audience, I also created and implemented corresponding email segmenting flows and campaigns.
Defining the Target Audience:
Stencil Stop's Hidden Gem
I identified 6 segments, including a big one that wasn't marketed to directly. In addition to helping define the tone and voice, this was Stencil Stop's biggest opportunity. They got clearer on exactly who uses their products and in turn, expanded their reach to a very lucrative segment: other business owners. As an offshoot of defining the target audience, I also created and implemented corresponding email segmenting flows and campaigns.
Step 3
Step 3
Step 3
Defining the Goals
Stencil Stop's business goals were to increase clarity around its products, streamline its ordering process and website overall, and decrease bounce rates, which would increase conversion rates and online orders.
Defining the Goals
Stencil Stop's business goals were to increase clarity around its products, streamline its ordering process and website overall, and decrease bounce rates, which would increase conversion rates and online orders.
Defining the Goals
Stencil Stop's business goals were to increase clarity around its products, streamline its ordering process and website overall, and decrease bounce rates, which would increase conversion rates and online orders.
Step 4
Step 4
Step 4
Define the Tone
Based on Stencil Stop's media content and overall website messaging, the tone of voice dimensions were mostly funny, casual, respectful and enthusiastic.
I used those dimensions to create descriptors more specific to Stencil Stop, which helped further define what the tone is and is not. The is not portion identified what was not working in terms of tone used across the website.
Define the Tone
Based on Stencil Stop's media content and overall website messaging, the tone of voice dimensions were mostly funny, casual, respectful and enthusiastic.
I used those dimensions to create descriptors more specific to Stencil Stop, which helped further define what the tone is and is not. The is not portion identified what was not working in terms of tone used across the website.
Define the Tone
Based on Stencil Stop's media content and overall website messaging, the tone of voice dimensions were mostly funny, casual, respectful and enthusiastic.
I used those dimensions to create descriptors more specific to Stencil Stop, which helped further define what the tone is and is not. The is not portion identified what was not working in terms of tone used across the website.
TONE DESCRIPTORS
TONE DESCRIPTORS
TONE DESCRIPTORS
Step 5
Step 5
Step 5
Define the Voice
To identify and further define the voice behind the messaging, I compiled Stencil Stop's mission, values and focuses their main SEO keywords from across the website, Google analytics and by conducting market research. And I created an in-depth guide on their branding voice and tone for future microcopy and content.
Define the Voice
To identify and further define the voice behind the messaging, I compiled Stencil Stop's mission, values and focuses their main SEO keywords from across the website, Google analytics and by conducting market research. And I created an in-depth guide on their branding voice and tone for future microcopy and content.
Define the Voice
To identify and further define the voice behind the messaging, I compiled Stencil Stop's mission, values and focuses their main SEO keywords from across the website, Google analytics and by conducting market research. And I created an in-depth guide on their branding voice and tone for future microcopy and content.
3-PART MISSION
3-PART MISSION
3-PART MISSION
VALUES & FOCUSES
VALUES & FOCUSES
VALUES & FOCUSES
KEYWORDS
KEYWORDS
KEYWORDS
Step 6
Step 6
Step 6
Write the Copy
This serves as a sample of the new copy. It appears on the ordering process infographic.
Write the Copy
This serves as a sample of the new copy. It appears on the ordering process infographic.
Write the Copy
This serves as a sample of the new copy. It appears on the ordering process infographic.
PREVIOUS COPY: CAPTURE YOUR IMAGE
PREVIOUS COPY: CAPTURE YOUR IMAGE
PREVIOUS COPY: CAPTURE YOUR IMAGE
Take a photo or send us a file of digital art.
Take a photo or send us a file of digital art.
FINAL COPY:
PLACE YOUR ORDER
FINAL COPY:
PLACE YOUR ORDER
FINAL COPY:
PLACE YOUR ORDER
Send us a copy of your art - any file, design, image or sketch. We'll transform it into a stencil.
Send us a copy of your art - any file, design, image or sketch. We'll transform it into a stencil.
PREVIOUS COPY:
FREE ONLINE PROOFS
PREVIOUS COPY:
FREE ONLINE PROOFS
PREVIOUS COPY:
FREE ONLINE PROOFS
Our design team quickly transforms your file into stencil form. review your proof within 48 hours and request changes until it’s perfect.
Our design team quickly transforms your file into stencil form. review your proof within 48 hours and request changes until it’s perfect.
FINAL COPY:
FREE ONLINE PROOFS
FINAL COPY:
FREE ONLINE PROOFS
FINAL COPY:
FREE ONLINE PROOFS
Review your free proofs within 48 hours and request changes until they're perfect.
Review your free proofs within 48 hours and request changes until they're perfect.
PREVIOUS COPY: DELIVERED IN A WEEK
PREVIOUS COPY: DELIVERED IN A WEEK
PREVIOUS COPY: DELIVERED IN A WEEK
Get your stencils quickly with 7 day average delivery time. free shipping within the united states on orders over $100.
Get your stencils quickly with 7 day average delivery time. free shipping within the united states on orders over $100.
FINAL COPY: DELIVERED IN A WEEK
FINAL COPY: DELIVERED IN A WEEK
FINAL COPY: DELIVERED IN A WEEK
7-day average delivery time. Free US shipping on orders over $100.
7-day average delivery time. Free US shipping on orders over $100.
PREVIOUS COPY: None
PREVIOUS COPY: None
PREVIOUS COPY: None
None
FINAL COPY: GET SUPPORT
FINAL COPY: GET SUPPORT
FINAL COPY: GET SUPPORT
A detailed guide with every purchase and how-to videos and articles in our help center.
A detailed guide with every purchase and how-to videos and articles in our help center.
Microcopy
MICROCOPY &
STRINGS
Microcopy
A revised navigation bar = decreased bounce rate
A revised navigation bar = decreased bounce rate
A revised navigation bar
= decreased bounce rate
One thing that sets Stencil Stop a part is that customers can checkout custom orders right there on their website. There's no need to first contact them for a quote. So once I reviewed screen recordings of customers using the website, I removed the Contact menu option. It restored the desired user journey, which was for customers to complete orders from the product pages.
I also revised the banner copy, highlighted an additional feature on auto-scroll after free shipping, and with a teammate, updated how free shipping was applied in order to simplify the steps for the user.
Note: my suggestion was to clarify Stencil Designs by renaming it Ready to Ship, but the CEO wasn't quite ready for that change.
One thing that sets Stencil Stop a part is that customers can checkout custom orders right there on their website. There's no need to first contact them for a quote. So once I reviewed screen recordings of customers using the website, I removed the Contact menu option. It restored the desired user journey, which was for customers to complete orders from the product pages.
I also revised the banner copy, highlighted an additional feature on auto-scroll after free shipping, and with a teammate, updated how free shipping was applied in order to simplify the steps for the user.
Note: my suggestion was to clarify Stencil Designs by renaming it Ready to Ship, but the CEO wasn't quite ready for that change.
One thing that sets Stencil Stop a part is that customers can checkout custom orders right there on their website. There's no need to first contact them for a quote. So once I reviewed screen recordings of customers using the website, I removed the Contact menu option. It restored the desired user journey, which was for customers to complete orders from the product pages.
I also revised the banner copy, highlighted an additional feature on auto-scroll after free shipping, and with a teammate, updated how free shipping was applied in order to simplify the steps for the user.
Note: my suggestion was to clarify Stencil Designs by renaming it Ready to Ship, but the CEO wasn't quite ready for that change.
Before Navigation Bar
Before Navigation Bar
Before Navigation Bar
Segmenting through the Subscriber pop-up
Segmenting through the Subscriber pop-up
Segmenting through the Subscriber pop-up
To jumpstart segmenting efforts, I created a customer survey to sync with the email marketing platform and wrote a all other microcopy needed for the popup, excluding the disclaimer.
To jumpstart segmenting efforts, I created a customer survey to sync with the email marketing platform and wrote a all other microcopy needed for the popup, excluding the disclaimer.
To jumpstart segmenting efforts, I created a customer survey to sync with the email marketing platform and wrote a all other microcopy needed for the popup, excluding the disclaimer.
Sections across website
Sections across website
Sections across website
I wrote and edited tons of microcopy and content across the website. Below are a couple more examples:
I wrote and edited tons of microcopy and content across the website. Below are a couple more examples:
I wrote and edited tons of microcopy and content across the website. Below are a couple more examples:
Stenciling Made Easy
Stenciling Made Easy
Stenciling Made Easy
Stencil Stop has ongoing product support, which is one of their main values and focuses. So I made sure to highlight this through headers and body copy on the product pages to reiterate it to customers.
Stencil Stop has ongoing product support, which is one of their main values and focuses. So I made sure to highlight this through headers and body copy on the product pages to reiterate it to customers.
Stencil Stop has ongoing product support, which is one of their main values and focuses. So I made sure to highlight this through headers and body copy on the product pages to reiterate it to customers.
Contact Us
Contact Us
Contact Us
In an effort to reduce how often customers reach out to support, I made sure they could find answers to the most common questions on the Contact Us page. I wrote all copy and used CSS to create the table layout.
In an effort to reduce how often customers reach out to support, I made sure they could find answers to the most common questions on the Contact Us page. I wrote all copy and used CSS to create the table layout.
In an effort to reduce how often customers reach out to support, I made sure they could find answers to the most common questions on the Contact Us page. I wrote all copy and used CSS to create the table layout.
