Website Copy That Converts Browsers to Buyers

Copy required for a new online brand focused on fashion forward wigs for women who want stylish, attention grabbing looks without the hassle, expense and often unsatisfactory results of the local salon.

Audience Demographic –
Will cater to women 18-35 and though we’re open to all, we’ll primarily target Mixed Race, Asian and Black women. –

Our target market are switched on women; sophisticated city-dwellers who make an entrance when they enter the room. Used to spending their precious time in salons, the appeal of the site will be the virtual shopping experience of being able to ‘try on’ wigs digitally and purchase great looking, wearable wigs, discreetly online.

Brand values: should feel elegant, exclusive and ‘with-it’ (current trends, celeb hair styles, etc.) but all the while exuding a glam and a rock n’ roll edge.

Here’s some examples to help you picture how we see the brand:

…fashion forward
…focused on current/upcoming trends
…celeb looks and gossip (wigs in the style of Rihanna, Jessica Simpson, Katy Perry, etc. – these are all celebs who actually wear wigs)
…young audience – will appeal to women 18-35
…emphasis on Mixed race/Asian/Black race
…sophisticated with a razor edge of rock n’ roll (vice and virtue)

What it is NOT
…focused on medical aspects of wigs (wigs for illness, balding, etc.)
…embarrassed about wigs – we flaunt it and exalt the versatility of women – there’s no shame here!


Copy Requirements

We will launch our site in early Feb 2012 with 12 main wig products. We plan to add product monthly and will quickly follow site launch with a fashion blog.

We need copy written for the following:

• Website homepage – We’ll need copy written for the feature carousel (x4 feature/promotional headlines). Additional intro copy for the homepage (1-3 paragraphs)

• About Us page

• 12 primary product descriptions – we only have manufactures notes for each of the products. What we need are creative, enticing product descriptions written for each item (approx. 1 headline and paragraph per product).

The copy throughout the site needs to work with our vision of the brand and most importantly, must work to convert browsers into buyers.