Website Projects
Project: Home Page Rewrite
Client: Brittany Swider, aka Lady Forge, has an artisanal jewelry business that breathes new life into antique sterling silver spoons. Through a meticulous hand-bending process, Brittany transforms these historic pieces into unique rings and necklaces, preserving their intricate patterns and stories for a new generation of wearers.
Audience: Women in their 40s, 50s, and 60s, who have a deep love for nostalgia and connecting with the past through antique treasures. These loyal customers not only cherish the unique products but also highly value Brittany's artistic vision and her meticulous process.
Challenge: In 2022, Lady Forge found viral growth overnight. Suddenly, Brittany's handcrafted business needed website copy that could speak to both her loyal Instagram following and a wave of new customers discovering her work. The existing content wasn't telling the full story of her craft, and the new copy needed to explain her unique stock drop model without looking wonky on mobile — the place where her customers were shopping.
Solution: I wrote fresh website copy and provided a simple wireframe to help Brittany bring Lady Forge's story to life online. The new copy maintains her warm, friendly voice that Instagram followers know and love, while making sure first-time visitors instantly feel part of the Lady Forge story. I organized the content into clear sections that Brittany could easily set up herself, and made sure everything flows naturally whether you're on your phone or computer.
The copy is structured to work with both viral traffic from social media and visitors who discover Lady Forge through other channels, giving Brittany the flexibility to grow her marketing beyond Instagram when she's ready. Most importantly, I kept everything modular so Brittany can tweak and update sections herself as her business evolves, making sure her homepage can grow right alongside her creative vision without needing another major overhaul.
Results: The new homepage copy hit all the right notes, helping Lady Forge maintain its intimate, artisanal feel even as the business grew. Brittany was able to implement the content herself using the wireframe as a guide, saving time and money on complex web development. The clear, mobile-friendly structure made it easier for customers to find what they needed, whether they were longtime fans checking the latest stock drop or new visitors learning about her unique process.
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