philips avent  

A new voice for the Philips Avent website

PROJECT SUMMARY

Philips Avent approached me to refresh their website for the US and European markets. I helped them define a tone of voice that was in line with their new brand positioning and created all the text for the site—from product descriptions, to headlines to email newsletter sign ups.

SERVICES

  • Tone of voice guidelines

  • UX writing

  • Product descriptions

  • Articles

  • SEO optimisation

how i helped

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create a new voice for Philips Avent
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DEFINE YOUR PURPOSE
It's tempting to tell your readers' everything at once. The truth is they probably only need a slice of the knowledge you'd like to share with them. To help readers find what they need at the right time, I began by getting clear on the purpose of each page, design element and call to action. What was the main message? Why should a reader believe us? And where would we like them to go next?

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CREATE A RECOGNISABLE VOICE
Philips Avent has a lot of knowledge on baby development that can support new parents, however it's not always easy communicating this in an everyday person's way. I helped them find a style of writing that balanced their clinical expertise with a friendly and easy to understand voice.

WRITE IN COLLABORATION
Writing isn't as solitary as you think. On a project like this it is very collaborative—in fact I think it has to be. I created the text for the website—from headlines, to product descriptions, to button copy—and refined it all with the design team, local markets and product managers. 

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