About the client
Tourmantras is a travel blog website publishing informative content on travel and lifestyle. They were seeking custom content writing services for their home page at a reasonable budget. Tourmantras collaborated with Engage Quill for custom copywriting that communicates with their target audience, highlighting their expertise, and showcasing their unique value proposition.
The challenge
Tourmantras faced the following challenges:
1) Low engagement: Tourmantras’s existing web copy lacked a compelling tone and failed to engage potential customers.
2) Average quality blogs: Being a blog site and travel information platform, it’s important to maintain a creative blog section. Tourmantras lacked creative blogs. They were not detailed enough and comprehensive and weren’t grammatically proofread.
3) Lacked content hierarchy: Their website lacked creative hero banners, section-wise copy, and a clear content hierarchy.
4) SEO optimization: Lacked keywords, interlinks, alt text, and other on-page SEO parameters.
Objectives
Travel portals deal in informing travel lovers about different places to visit when to visit, where to stay, what to try, and more such information. This sort of information has to be genuine and proofread by an expert or at least someone who has an interest in this nice. Plus, professional copywriting needs to be simple yet catchy to urge users to take positive action.
The job was not just to proofread the articles, write new ones, and create copy for the home & child pages, but to use simple language understandable to even a schoolgoer.
1) Simple copy: Simplify content that is understandable to even a 10th pass.
2) Engaging copy: Create creative yet simple action-driven copy-improving conversions.
3) Content consistency: Achieve consistency in voice and tone.
4) Speaking the brand voice: Communicate the brand’s unique selling propositions (USPs) effectively.
Approach
Adopted a systematic strategy for custom copywriting:
1) Briefing phase: Conducted primary research in the form of interviews with the Softox.net team and benchmarked with the competition to understand the target audience.
2) Crafted content strategy: Developed a brand tone guide focusing on clarity, professionalism, and approachability. Set a website content hierarchy guiding users through Softox.net’s offerings seamlessly.
3) Simplified the technical: Described complex technical services, features, and benefits in easy-to-understand language for a global audience. Supported with visuals to create better UX.
4) Engagement plan: Crafted creative calls to action (CTAs) encouraging target to explore products and request demos. Created testimonials and case studies to build trust.
Key deliverables
1) Homepage copy: Crafted crisp copy highlighting Tourmantras’s value proposition at the top: ‘Tourmantras makes travel easy’. The headline showcases the company’s goal to provide authentic travel information for travel lovers around the world.
Apart from that, revamped their content hierarchy and modified the content for all the sections on the webpage. Created clear but actionable CTAs for users to navigate within the website smoothly.
2) Articles: Wrote new articles on trending topics based on competitor research and proofread existing blogs on quality and authenticity. Created new categories ‘Travel Tales’ & ‘Tips’ which are about personal experiences.
3) Unique value proposition: Effectively highlighted the benefits of using Softox’s services through copy.
6) SEO optimization: Last but not least, implemented primary and LSI keywords in the H1, H2, H3s, and description texts. The focus was on low-competition keywords as Tourmantras is a very new brand. Low-competition keywords can help it start ranking.
The impact
The revamped web copy delivered measurable improvements:
1) Improved traffic footfall: From 200 to 2,000 visitors a month! That’s what it becomes after expert copywriting.
2) Improved engagement: Bounce rates dropped by 15%, and time spent on the page increased by 15%.
Client testimonial
“Sandip Pal-led EngageQuill turned our website into a customer-centric platform. The copy communicates our goal effectively and offers the right information that resonates with our audience. Their expertise has increased our traffic footfall and reduced bounce rate.”
– Samuel Singh, Owner, Tourmantras
Conclusion
The tie-up between Tourmantras and EngageQuill resulted in positive results for the travel platform. Now, their website not only answers all questions but also drives action. By understanding the user pain points and client needs and crafting strategic content, EngageQuill contributes to Tourmantras’s success story.
If you’re looking for web page copy driving positive results, Engage Quill is just a call away. Let’s create something awesome together!