Glam Affair is an Australian mineral makeup brand and educator, based on the Gold Coast.
Glam Affair products are all-natural makeup and skincare. They are also 100% cruelty-free. In addition to products, founder Crystal Dawson runs mineral makeup workshops across Australia. Classes aim to educate women on how to make the most of their own unique beauty through makeup. The emphasis is on natural beauty and everyday glamour.
Shift F7 Content was asked to produce website copy for this amazing company’s new website. The brief included creating new pages of copy, as well as reworking existing content. The content needed to better align the company with their branding. It also needed to be a more effective sales funnel for the company’s products and classes.
Prior to beginning work for Glam Affair, we spent a considerable amount of time together discussing this brand’s target customer. The company’s unique clients are the stars of this new website. Both the modern savvy young woman and the busy school Mum feature in the copy, as well as the design. Writing for the customer’s unique client or clients is essential. It allows users to feel more at home on the page, and consequently, more likely to stay on the page and dig deeper into the website.
The Glam Affair Website Copy Project
In creating this new website content for Glam Affair, the focus was on keyword-rich content. In addition, the content needed to be placed in a useable structure. Content needed to flow based on need while maintaining access to the brand’s messages and calls to action.
The website’s home page content focuses on quickly immersing visitors in the concepts of safety and real beauty. The messages are, that glamour and safety are not mutually exclusive concepts. Taglines such as “It’s safe to be glamorous!” help communicate this philosophy. In addition, the tagline “dedicated to helping women like you feel proud to be themselves” frames the purpose of Glam Affair’s makeup education classes. Crystal is very passionate about educating women of all ages about how to look their best. She comments regularly on social issues around beauty image. We felt that it was important to convey the message of individual beauty early on.
Glam Affair’s copy works in conjunction with a clean, modern website design (courtesy of Thrive Design). Together they produce easily navigable and inspiring content. In addition, the two-fold calls to action focus on booking classes, as well as buying products through Glam Affair’s shop.
Do You Want This Kind of Copy On Your Website?
Shift F7 Content works with you to produce content unique to your target market. Far from being “just copy” the forethought for a digital audience produces more effective results.Get Great Website Copy