Copywriting Services
- Brand voice development
- Website copywriting
- E-commerce email copywriting
The Brief
I don’t always write copy for product-based businesses, but when it’s for a client who values sustainability as much as I do, it’s always a “heck yes.”
That’s exactly how I felt when Andie, the founder and designer behind Esra Collective, reached out. She had the vision, production process, and size-inclusive line of women’s essentials lined up and ready to go. The next step was to craft an intentional brand story and website copy to connect with her audience.
We worked together to develop Esra’s brand voice, along with e-commerce web copy and emails. The goal? Build a messaging framework around the values of:
- Inclusivity
- Sustainability
- Community
Andie’s kindness and dedication to ethical business are evident in everything she does. From size-inclusive designs to ethical production, the intention and ethos of the brand were a must highlight throughout the project.
The Creative Process
We started with the brand messaging. Taking care to educate customers on the value of sustainable production (without coming off as preachy), we landed on the brand keywords:
- Empowering
- Inspirational
- Nurturing
To round out the Esra brand messaging guidelines, we came up with the mission statement, “Getting dressed should be the simplest part of your morning routine, starting with the essentials.” Because despite the intricacies and demands of modern life, Esra is a place where women can enjoy the simplicity of comfort – and the confidence that stems from it.
Brand messaging sets the stage for every website page, product description, and email. The next step was website copywriting. We wanted the messaging to feel soft and organic – just like the physical products and visual brand, which includes unretouched photos and hand-drawn illustrations. Take a look through some of my favorite pieces of web copy:
Website Copywriting Results
Since working together, Esra has been named among the best women’s underwear on Well+Good and achieved an impressive on-page SEO score of 74 (out of 100).
The Esra brand has also expanded to include natural-dyed home goods. Follow Esra Collective on Instagram as Andie takes us behind the scenes of the natural dyeing process. Her feed feels like frolicking through a field of California wildflowers!
In Andie’s words:
“Erika has a gift for brand building through words. Launching a new business is stressful, but her creativity, thoughtfulness, and organization kept everything on track. Erika was the reason I didn’t sit stuck with a million ideas about my copy floating around in my head. She helped channel all my ideas into tangible actions and brought the vision and story for my company to life. I couldn’t have pulled off such a successful launch without her help and guidance. I’m so happy with the copy she delivered. Thank you, Erika!!”
