My Role
Copywriter responsible for:
Defining voice and tone
Writing marketing site copy
Aligning language with brand positioning
Problem
This luxury concierge service needed a marketing site before launch to:
Communicate its offering clearly
Position itself as an exclusive service for high-net-worth individuals
Generate early interest and sign-ups
Solution
Create marketing copy that:
Speaks in a credible brand voice
Builds anticipation and encourages early sign-ups
Clearly communicates services and membership options
Approach
I was working directly with the CEO and staff here, with limited access to user data. So, I worked closely with the stakeholders to understand their clients and the niche products and services they offered. I carried out interviews and prepared a copy audit. This documented all the brand-specific references that reinforced we were experts in the field who could and would support their lifestyle. Our shared goal was to sound exclusive but not alienating, and aspirational but not aloof.
We were careful to use the following terminology:
Members not Customers
Pieces / Fashion / Items not Clothes
Indulgent not Spoilt
Complementary not Free
Homepage
Challenge - targeting a niche audience with limited data
The biggest challenge here was that we had limited access to user data. Detailed information on services for ‘high-net-worth individuals’ was gatekept online, and since we hadn’t yet launched we didn’t have quantitative data on existing users - only the market we wanted to reach. We also didn’t have pre-launch data to validate messaging decisions or iterate on performance. Plus, we had limited time.
Solution
The CEO had worked closely with these specific clients for over 10 years. She had lots of anecdotal data, insights, and a clear vision for the brand sound and design. The product designer was also a business partner, so I worked closely with both of them to hallway test copy and sense check messaging.
Validation & outcome
Following launch, we ran a four-week period of follow-up outreach to monitor engagement and assess early interest. The messaging successfully cut through this "gatekept" luxury market, with 60% of our outreach audience signing up for membership.
Given the small team and early stage of the product, these results validated our stakeholder-informed hypotheses and provided much-needed early traction. While sign-ups likely involved personal assistants making direct interest difficult to track perfectly, the high conversion rate and positive stakeholder feedback, suggests our "insider" tone resonated with our intended audience.
Services
Membership
