Case Study: Long-Form Product Page
The Pop-Up Yoga Company: In-depth editing and professional consulting. Now Jessica Rabone Yoga.
The client’s objective was to promote a luxury yoga retreat experience in the Alps. This was a high-ticket item.
The page had already been created and needed in-depth editing to improve the overall structure. Part of the task was to ensure that the story flowed, did not go off-topic, and to place the main call-to-action (CTA) at the right moment of the page.
Brand consistency, maintaining the voice of the message, and immersing the reader in the luxurious location was key to keep the prospect reading to the end. I implemented the Golden Thread technique to fully immerse the prospect in the story, before speaking about the cost. This was so they could get swept up in the idea of the retreat and really imagine themselves there.
Apart from grammar, stylistic changes and in-depth editing, I split some paragraphs to make the reading flow easier. I cut information that went too far off the main topic.
Next, I bolded and increased the size of very important text. I applied these changes to: contact details, cut-off dates, retreat dates, location, and what to do next. These all helped make the CTA clear.
If the reader wanted to take action and/or come back to the page later, it would help them a bit more with ‘quick-grab’ information that stood out.
I suggested some alterations and the removal of excess images.
Once the final elements were implemented, the final copy was signed off by the client.