The G|M Business Interiors Brand Voice
Professional / Trustworthy / Innovative / Reliable / Accessible / Solution-Oriented
01 — Project details
G|M Business Interiors, a brand specializing in high-end commercial furniture, sought clear, compelling website copy to introduce their new product line "Elevate" and brand identity to an online audience. GMBI set out to launch their new e-commerce brand, "Elevate," aimed at providing in-stock, quick-ship office products for customers seeking quality and efficiency in their workspace solutions. I was tasked with developing copy that would introduce "Elevate" to the market, highlight its commitment to fast delivery, and communicate the quality and functionality of each product in the line. The goal was to establish "Elevate" as a trusted, go-to source for ready-to-ship office essentials.
I wrote the “Why Elevate®” page to showcase Elevate’s commitment to quick-ship, high-quality office solutions. The copy highlights the brand’s focus on quality, efficiency, and customer satisfaction, positioning Elevate as a trusted choice for reliable office products.
02 — Objectives
Create persuasive, brand-aligned copy to introduce "Elevate" and its quick-ship product offerings.
Enhance the user experience by providing clear, navigable product descriptions and calls to action.
Improve search engine visibility through keyword-optimized content.
I developed the product copy for the Elevate Height Adjustable Table to emphasize its ergonomic benefits and easy adaptability for any workspace. By focusing on both functionality and comfort, the copy appeals to customers seeking a workspace solution that enhances productivity and well-being.
03 — Creative process
Research & Brand Understanding: I began by delving into the "Elevate" brand identity, including its emphasis on speed, quality, and functionality in office products. This understanding allowed me to convey the brand’s unique value and establish a consistent, professional tone across the website.
Content Strategy: Working closely with the GMBI team, I developed a content strategy focused on user experience, ensuring the copy was informative, easy to read, and aligned with "Elevate’s" brand promise of reliability and efficiency. Key areas included product pages, category descriptions, and brand storytelling elements to build trust and guide the shopping experience.
Copy Development:
Product Descriptions: Each product was crafted with an eye for detail, balancing descriptive language with persuasive selling points to emphasize quality, speed, and suitability for modern workspaces.
Category Pages: Category descriptions highlighted the quick-ship advantage and variety of products, guiding visitors to explore more options.
SEO Optimization: To improve search rankings, I incorporated targeted keywords seamlessly into the copy without compromising readability.
Revisions & Testing: After the initial drafts, I collaborated with GMBI to refine the copy, ensuring alignment with "Elevate’s" goals and making adjustments based on user feedback where necessary.
I wrote the "Make an Appointment at G|M" section to highlight G|M’s commitment to personalized service as a Certified MillerKnoll Dealer. By showcasing iconic products, the copy helps customers feel confident about finding the perfect ergonomic seating solution.
04 — Results
Increased Engagement: Visitors spent more time on product pages, engaging with the content and exploring multiple products.
Improved Conversion Rate: The refined copy effectively guided users through the shopping journey, leading to a measurable increase in conversion rates.
Enhanced Brand Perception: Through cohesive and polished copy, "Elevate’s" website now presents a professional and trustworthy image, reinforcing the brand’s value proposition of quick and quality office solutions.
Conclusion: This project highlighted my ability to create strategic copy that aligns with a brand’s goals and delivers results. The successful launch of "Elevate" has positioned it as a reliable e-commerce brand for office essentials, fulfilling its promise of convenience and quality.