Website Copy Case Study: Tortuga Creative Studio
Uplifting, Knowledgeable, Environmental
Fresh Service Page Copy for Outdoor Enthusiasts
Tortuga Creative Studio is a brand strategy and design studio for purpose-driven, outdoor businesses wanting to make waves in their industry.
Brand strategists and designers Natalie and Brandyn, who founded Tortuga, have over ten years of experience in visual design, brand strategy, and content creation. But in spite of having their brand foundations in place, they struggled to convey all aspects of their business in their website copy while showcasing their personality and planet-over-profit values.
When Natalie and Brandyn came to me, they knew their website copy needed a bit of a revamp but weren’t sure where to focus their attention first.
The more we discussed their services, dream clients, and current sticking points, the more clear it became that potential clients were confused about what Tortuga offered and how they could help their outdoor business thrive.
So we focused our energy on their services pages.
Brandyn and Natalie explained that the Brand Field Guide is their signature service and provides custom brand strategy and design for sustainable and outdoor businesses. Ultimately, we decided to have one show-stopping sales page for their Brand Field Guide, as well as an additional services page for their other branding experiences.
They Needed: Sales-Forward Website Copy
As brand strategists, Natalie and Brandyn had already developed a comprehensive branding guide for Tortuga Creative Studio. Their guide, the Brand Field Guide, included their purpose, positioning, target audience personas, and their distinct brand personality.
The vibe? Positive, relatable, knowledgeable, and overflowing with ocean puns.
Entrepreneurs who stumble across Tortuga Creative Studio should feel like they’ve found partners who understand the values that are important to them (sustainability, conservation), but also recognize the unique seasons an outdoor business works and can craft an actionable plan that takes into account high seasons, off-seasons, and fluctuating team sizes.
What We Did: Whaley Great Sales Pages
Our goals when it came to the website copy for Tortuga’s services pages were:
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Take away any stress and confusion potential clients could experience by clarifying Tortuga’s services and emphasizing how they help clients reach their business goals.
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Write a long-form sales page that highlights Tortuga’s signature Brand Field Guide service and encourages more sales by incorporating testimonials from previous clients and detailed information about the service.
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Craft messaging that speaks directly to outdoor businesses and sustainable brands while staying true to Tortuga’s voice and values.
The three of us went back and forth to narrow down the day-to-day struggles Tortuga’s clients are experiencing before working with them and identifying the true benefits they have by the end of the Brand Field Guide.
For the services page, we focused on exactly what branding experiences Natalie and Brandyn wanted to offer clients and how best to showcase all the supportive measures Tortuga brings to every service.
Upon receiving the final website copy, Tortuga transformed it into stunning website designs in just a few days.
When I go and read what you’ve written, it feels like what’s in my head and not like something someone else wrote!
I really appreciate how you helped me work through the ideas I had and how we went back and forth until everything clicked together. I feel like we have copy that reflects who we are and that communicates what we want it to. It feels really good knowing that our services are really well communicated on our website.
Natalie
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