Town Shirt Co.

Town Shirt hired me to write their about page and product descriptions. Once I began diving into their product descriptions, I began noticing other things that could use some work. I pointed out those items (home page, website design, email marketing, and blog) and I’ve started tackling those too.

I love bringing my expertise to small outdoor startups like Town Shirt because I know how hard it can be to be doing it all on your own. You can’t know everything about everything! That’s where experts like me come in. I did a brief audit on what he already had for a web presence and offered a plan to fill in the rest of the gaps.

That plan is in progress and includes:

• Website redesign (Shopify)

• New copy on all webpages

• Product descriptions

• Automated welcome email sequence and upsell

• Start a blog

• Taking over the ambassador program

• SEO audit and plan of attack

Read on to see what I’ve done so far for their company.

Copywriting

Home Page

Before I began working with them, Town Shirt’s home page was simply their inventory. Now, It’s an informative and click-worthy homepage that’s already driving more sales. The founder, Dylan, wanted a home page that reflected his brand’s values and story, an informative FAQ section, and a way to showcase their inventory. I made sure to incorporate all of that into a cohesive, brand forward home page.

About Page

I wrote the copy on the About page to reflect how Town Shirt got started, its values, and its mission. I also sent out surveys to each of Town Shirt’s contributing contractors and created small bios for each of them.

Product Descriptions

I wrote product descriptions for Town Shirt’s shirt, hat, and bandana inventory. The client requested chill, thruhiker, and technical themes. My first draft leaned into the thruhiker references strongly. The client preferred to bend more toward the chill side of things so I toned back the second draft which is now live on the website.

Website Redesign

Town Shirt hosts its website through Shopify. I used the Shopify platform and the “Story” theme to create a more approachable website that tells the company’s story more coherently. This redesign was applied across the site and I optimized their home page, about page, blog, and product descriptions to fit the new theme. You can see the redesign in the images above.

Email Welcome Series

I created an automated email welcome series and an after-purchase upsell email. I kept the copy on brand with trail references, user-generated content, and quotes from the About and Home pages. I kept the subject lines simple but playful.

The email welcome series included 4 emails:

1. Welcome and Discount Code Delivery

2. Our Community + Product Feature

3. Social Media Plug

4. Where We’ve Been

Having a hard time viewing the images below? Try right-clicking (or pressing and holding on mobile) and select “open image in a new tab.”

Automated Welcome Series Results:

So far after just a few weeks of going live, the welcome email automation increased sales by 66%. The average open rate was 62%. The average clickthrough rate hung around 14%.

I’ll be sure to update this post with new stats in the future so you can see its progress!