trunk club: homepage STORYTELLING
CONTENT STRATEGY & COPYWRITING
Women’s styling service Trunk Club needed to position itself as both a high-end “box” option and trusted partner to gain market share against mid-range competitors. As the creative and content lead, I developed and oversaw seasonal campaign strategies that leveraged Trunk Club’s key values to drive the brand promise home through resonant storytelling—and elevate Trunk Club as the premium styling service.
Our site’s homepage was underperforming on conversion—the theory being that we weren’t educating leads enough on our offering. To revamp it, we focused on calling out our value propositions—real people as stylists, quality, expert service and ease, etc—as you move down the page. By the time you get to the click to sign up, you have a clear picture of the benefit—which increased engagement and conversion almost immediately.
I drove the content strategy and messaging.
During my tenure at Trunk Club, the women’s brand experienced a 64% business growth, over $6M in average monthly sales, 250,000 new leads, and 65,000 new members.
FINAL HOMEPAGE
BEFORE / AFTER
