Client case study
Hairstrong took a risk to invest in strategic copy as a startup, and immediately saw a 266% increase in website conversions (aka—sales)
“Jill, working with you has been awesome! You’ve taught me how to be more critical and mindful of my brand so that I can relate that message to others. You gave me the confidence needed to sell my product and be proud of it. Love what we came up with and can’t wait to show everyone.”
—Nicole Baranowski, Hairstrong
Highlights
Nicole Baranowski is the owner of Hairstrong, a London local startup that created the world’s first adjustable athletic scrunchie. Her business is about more than the product though. Nicole sells a movement, inspiring her audience to feel empowered. Women can be athletic and have long, beautiful hair.
Check out Hairstrong’s products here.
Challenges
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Choose a strategic investment in the new business that will help increase brand awareness and generate sales.
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Tell a brand story that stands out by selling a movement, not just the product itself.
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Attract and convert ideal customers on the website, and learn how to carry copywriting techniques across additional channels.
Solution
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Intentional conversion copy written by a proven copywriter with streamlined and professional systems in place.
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A unique and effective framework that combines storytelling techniques and sales strategies.
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A cohesive brand voice and messaging guide designed to convert ideal customers.
Results
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Increased confidence in the value of the product and pricing.
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Pivot due to COVID-19: 100% sales moved online.
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Website conversion rate increased 266% in the 2 months after implementing new copy (and lots of compliments!).
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Developed efficient strategies to create effective marketing content until ready to outsource long-term.
Photo courtesy of Hairstrong.
Challenges
Strategic investments in business growth
Nicole and Jill met a year before working together: Nicole was part of Western University’s Accelerator program and Jill presented a workshop on brand voice and website copy to the cohort. Although Nicole was still in the DIY stage of her business, she kept Jill’s services on her radar knowing that she would soon want to pass off her messaging and copy to someone who could help her level up and relieve stress in the process.
Before working together, Nicole’s sales were sporadic. “I felt overwhelmed with everything because I wasn’t getting a lot of sales. Because I’m new, I always thought it was me. Like I wasn’t doing something right and I wanted to change,” she said. As an extremely driven entrepreneur, Nicole wanted to be able to control her business’ future. “Something I could control was hiring Jill.”
Outsourcing such a large component of her marketing was a stretch for Hairstrong as a startup, but Nicole is happy she chose to work with Jill. “It was a great investment. I get a lot of compliments on my website now and my sales have increased.”
Sell a movement with clear copy
Nicole is the perfect candidate for conversion copy because she understands the impact words have on the bottom line of a business: “I knew that words attract people and I wanted to grab them quickly on my website, but I didn’t want to sound salesy,” she said. “I wanted people to know they needed my product. I solve a problem for people and I want to show that.”
Like most startups, Nicole tried doing it herself at first. The challenge was that she couldn’t find a model to follow. She wanted to stand out from the crowd, but needed guidance to execute her unique message: “I didn’t see anyone else selling the same message that I do,” she said. “My competitors are focused on selling new colours, while I want to bring people into a movement. I didn’t know how to do this before working with Jill.”
Her goal for the project was to increase website conversions through intentional messaging. “When you look at a website, someone could have great designs and images, but if you want people to actually buy, you need to explain what your value is and why they should believe in you,” said Nicole. Thinking long term, she wanted to give people a reason to buy and lead a mission they would stick around for (repeat buyers!). “You need words to get them to buy in. Design gets people at first glance, but they might move on without seeing the value.”
Photo courtesy of Hairstrong.
Solutions
A seamless, collaborative process
Nicole commented on the ease of working with Jill. She appreciated the organization, delivery method of the copy itself, and her level of involvement in the project. “Jill gave me the power to collaborate and give feedback,” she said. “At first I was worried about giving critical feedback because I don’t want to offend people, but Jill made it easy with clear directions.”
As a creative type, many people are shocked at how process-oriented Jill is when working with clients. Timelines are always clear and maintained. “I was happy with the process and that she delivered on time,” Nicole said. “I’m stringent on time and if someone says they will deliver, I expect it.” Jill often asks for feedback from clients and has used this to fine-tune her processes over the years, so that it’s as easy as possible for those who trust her.
Nicole considered it an extra bonus how seamlessly Jill and her go-to brand designer, LJ Media House worked together behind the scenes as if they’re on the same team even though the two service providers operate their businesses separately. It’s nice that I didn’t have to worry about it!”
Photo courtesy of Hairstrong.
Results
Increased confidence in the product
Before working with Jill, Nicole struggled with mindset around her product and pricing, largely because of negative feedback she’d received from just a handful of people who believed the product was too expensive. Through the strategy sessions, discussing the value and benefits of the product, including the transformation it offers athletic women, she gained confidence in the tangible facts: Hairstrong helps people. Through additional consultations (included in the package fee), Nicole made huge progress to overcome her lack of confidence.
“This investment has made me more confident in my product. I always doubted the price, even though I set it for a reason. Now when people tell me it’s too expensive, I know they obviously aren’t the target market and the words just don’t speak to them. I need to find someone who does connect with it. It’s my job now to find those people, but I have the words from working with you to connect with them.”
Nicole also uses her brand messaging guide all the time, referencing it while creating other marketing materials and planning next steps for her business.
Moving all sales online through pandemic
Nicole and Jill worked together in the middle of the first COVID-19 lockdown in Canada. Previously, Nicole made many sales in person at markets and pop-up events. With the lockdown, she was forced to rethink her marketing strategy and move all sales online. She’s done so successfully, and has actually increased sales in the process.
“I have no problem leading people to my website,” she said. “It’s been difficult to pivot all my sales online with no more in-person events because of COVID, but I feel confident sending people to the website now. It doesn’t look like a newbie did it, so that builds trust with the brand.”
Website conversions increased 266%
The real picture of the impact of the new messaging and website copy is shown in the website conversion numbers: In the first couple of months since implementing the new copy, Hairstrong’s website conversion rate increased 266%. That’s even without increasing traffic and investing in custom website design—her next projects on the list. With her new copy, Nicole also invested in custom visual branding through LJ Media House, Jill’s trusted designer.
“I think I made the right choice,” Nicole said. “I know my strengths and copy isn’t one of them. It would be naive to think that I could do the same work that Jill did, and I’m really happy with what I got from working together.”
