PROJECT
I redesigned their Submissions page to a sales page, and crafted 2 social media posts to boost story submissions from customers.
“…Fozia's clarity of communication and keen understanding of our vision were invaluable throughout the process. Despite the time constraints, she remained focused and dedicated to delivering results that surpassed our expectations. Her ability to translate our ideas into a functional and aesthetically pleasing submission page was truly commendable.
Fozia's expertise was evident in her meticulous approach to the project. She not only met the requirements for clarity and functionality but also injected a creative flair that elevated the entire submission process. Her commitment to our non-profit cause was palpable…”
— Aishah Alam, Founder and President of Strange Inc
Problem
My client was struggling with balancing (1) information about hybrid publishing and (2) benefits of and acceptance criteria for submissions
Client requested a compelling sales page with information about the organization, acceptance criteria, and an “Advice for Writers” section
If all of the requests were included, it would create a bloated Submissions page
Process
Client call
Research brand and product
Brief Competitor Analysis
Draft content
Adjust voice and tone
Share and iterate based on feedback
Research
Understanding Strange Inc
Understanding Customers
I dived into understanding Strange Inc, its place in the hybrid publishing landscape, and the mental models of potential authors through various preliminary interviews, competitor analysis, and user research.
Findings
I found that other hybrid publishers often showcased biased narratives—stories about Muslim women but not by them. Whereas Strange Inc’s mission is to bring a wider audience to the creative diversity of Muslim women across fiction and poetry.
Brand Voice
The brand voice is friendly, but not overly casual.
Client: “We found in the past that being too relaxed didn’t allow people to take us seriously. We prefer to get personal but at the same time, professional”
Empathy Map
Content Strategy Recommedations
In light of these specific barriers to entry, the sales page I created had was coherent and focused on the sell.
It needed to validate user’s feelings, provide details about hybrid publishing, and why the user should publish with Strange Inc. Once those introductory questions are out of the way, the offer can truly shine.
I recommended moving the “Advice to Writers” section and the features table to be moved elsewhere so it wouldn’t take the focus off the call-to-action.
I recommended including a brief description about Strange Inc’s “Islamic values” under the “Acceptance Criteria” section, but these values are expanded on the “About Us” page.
My SALES PAGE DRAFT
Title, Header, Subhead, CTA
I addressed the user’s desire to stay in control of their narrative s tories without being financially burdened.
I anticipated the user’s questions about hybrid publishing and what this partnership entails before diving into the benefits, features, and submissions process.
I recommended a “Learn More” page for additional information.
Benefits/Rewards
I spotlighted 5 benefits to address the fears of meeting sales requirements, losing ownership, and financially suffering.
As social proof, I recommended a call-to-action for user’s to view the successful track record of authors. While it’s a risk to give user’s an escape route from the sale, it ensures that they will return based on the destination.
Features
To maintain simplicity, I compiled the most notable features that showcased the wide range of resources provided by Strange Inc.
Testimonials
I recommended a brief section for testimonials to elaborate on Strange Inc’s promise to stay aligned with the user’s religious values.
Selection Process
After elaborating on the why and what, I provided important information about the how, including the “Acceptance Criteria”.
Footer
I provided relevant contact information and a primary call-to-action.
FINAL PAGE
Instagram Post: @strange_incorporated
I dug into the empathy map by connecting with the potential author’s desire to publish with a familiar activity. The user would be telling themselves, “I have big ideas. I spend my free time writing. I’ve got something to say.”
This connection clinches their attention to continue reading about who Strange Inc serves, and how easy it is to submit a story.
The call-to-action is presented after the customer learns how their desired outcome can be achieved without fear.
Twitter Post: @Strangeinco
With a limited word count, I prioritized simplicity with a direct and specific question about hybrid publishing. Whether the user has been thinking about it or not, the call-to-action promises to give them all the details.