CinePunked web copy

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The Process

The need

CinePunked's website was missing a structured home page where the casual visitor could immediately get information on the company's mission and ethos. Their About page had a lot of information about the company, but very little explanation of why that information was important or relevant to future customers. 

Points to consider:

• CinePunked's tone-of-voice principles require a careful blend of irreverence with high-level knowledge to match audience expectations

The solution

CinePunked is a service-based industry, so capturing the essence of its unique appeal was a fun challenge. An exploration of the deeper benefit to consumer led me to the phrase
LOVE FILM | TALK FILM | KNOW FILM 

Once I'd established this as CinePunked's new motto, I worked the rest of the copy write/rewrite around this core benefit.

This guided my approach to both the home page and the about page copy, bearing in mind CinePunked's TOV and the need to succinctly summarise their USP in a way that would capture the attention of visitors to the site.

The result

CinePunked's new home page is the second most visited page on the site (after their top-performing SEO blog page) and historically accounts for more than 25% of all site activity.

Although CinePunked's current reporting capacity doesn't extend to details of which page visitors typically land on when they arrive at the site, the stats for the revised home page suggest that it's a key driver for traffic.