Today’s website copy review is for the Whiskey Order, a subscription box service for whiskey lovers who want to sample fine whiskeys from all over the world. This is already a great site, but let’s see how we can strengthen its message and get more conversions.
Here’s the video runthrough (sorry for the watery audio):
I really like the “feel” of this page. It communicates sophistication, but not in a pretentious way – something I think the target audience for Whiskey Order would connect with. Here’s what else I think is working well:
- Clear value proposition.
- Very clear calls to action – there’s no doubt what you’d like your audience to do.
- Nice custom photos. I’m not sure if the bottles are stock photos or one taken by a professional photographer, and that’s a good thing.
- A lot of subscription boxes forget to make “Send a Gift” a prominent option. This is leaving money on the table! Fortunately, this site doesn’t ignore this highly valuable audience.
There are some things that need to improve, though:
- Try switching the headline and sub-headline. For some reason, it’s easier to write a benefits-driven sub-headline than headline. By making the switch, you’re going to lead off with a compelling value proposition.
- Make the CTAs more engaging!
- Consider making the font size a little bigger. This should help readability, making it easier for readers to scan and find important information.
- Let’s trim down the copy! The site explains what it offers several times. In my opinion, this isn’t necessary. Everyone knows what a subscription box is (the “____ of the month club” has been around for more than half a century). Instead, share the emotionally-driven benefits of subscribing. Give them an excuse to subscribe.
Hope this helps! As always, feel free to reach out by emailing firstname.lastname@example.org for any questions, follow-up, or if you need someone to help craft your emails and other content.