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 copy for the Why Elevate® page, emphasizing the unique value of the Elevate product line, particularly its ergonomic design and adaptability. By focusing on how Elevate enhances both functionality and comfort, I crafted messaging that strongly resonated with customers seeking innovative workspace solutions. This strategy resulted in increased page engagement, higher conversion rates, and strengthened brand loyalty. The compelling copy contributed to greater customer understanding of Elevate's value, directly driving higher sales and improved brand perception.
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 wrote the product copy for the Elevate Height Adjustable Table, highlighting its ergonomic benefits and adaptability. The focus on both functionality and comfort helped resonate with customers looking to improve their workspace. This approach led to increased engagement and conversions, boosting both sales and customer connection to the Elevate brand.
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.
The Make an Appointment at GMBI page I crafted not only streamlined the booking process for users but also significantly boosted engagement with the GMBI team. By simplifying the appointment scheduling experience, the page helped increase conversion rates, making it easier for potential clients to connect with GMBI’s experts. This led to a noticeable improvement in lead generation, with a more direct and efficient path for users to access personalized consultations, ultimately contributing to greater client satisfaction and project success.
