HANNAH ENGLAND'S PORTFOLIO
4gadgets
4gadgets is a brand specialising in the sale of refurbished and second-hand devices, such as mobile phones, tablets, consoles, and more. As well as processing sales of products through their e-commerce site, 4gadgets also handles trade-in activity.
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With such a broad audience, it's important that 4gadgets is relevant, informative, and has a voice that a wide range of customers can connect with. With the brand re-launching their e-commerce site in 2022, I was enlisted to make sure they had a cohesive, relatable tone that could help boost their brand image.
Product content
As part of 4gadgets' site re-launch and brand overhaul, they required updated copy for their products. This meant that I was charged with writing descriptive copy for hundreds of individual devices, outlining their main features and USPs, to inform and entice prospective customers. This involved not only making sure the language I used to describe the products was simple and comprehensible for a wide audience, but also that my information was correct. This involved an extensive research process to ensure I understood what the devices do, how that benefits the user, how the features work, and - when relevant - how this is an upgrade from previous models. Then, it was a matter of translating this into the approachable, simple tone that I designed to match 4gadgets' new image.
Instilling trust
The unique challenge with 4gadgets is that their main proposition surrounds the selling of secondhand and graded mobile phones and other devices. Because of general uncertainty in the market around these items, it's essential that we ensure customers trust the brand, and are aware that they're going to be receiving an item that's as-described and working well. One way I did this with 4gadgets is through transparency around processes - explaining, in simple, jargon-free terms exactly which each grading convention means, and what users can expect. This means being honest even where customers may find flaws - but underlining this with the 'pros' of purchasing a device like this (for example, a larger discount off RRP).
With the refresh of the 4gadgets website and brand, a full website copy overhaul was in order. As aforementioned, this included re-writing copy for product and category pages - but it also required a refinement of other, existing site copy. Examples of this include re-writing descriptions of grading conventions, outlining the new 'pillars' of the brand, and how this impacts the customer experience, re-imagining the 'about us' page, and - importantly - creation of the 'trade-in' site. Ultimately, the challenge throughout each of these sub-projects was to keep the tone and voice consistent and approachable, make language simple and understandable, and ensure that our customers fully understand the brand proposition and what we can offer them.
SEO and blogs
View our blogs
Two supporting concepts for ensuring the success of 4gadgets going forward were ensuring the brand could be found by its target audience, and setting 4gadgets as a trusted pioneer in its marketplace. I use SEO and blogs in an inter-connected strategy to ensure both of these goals get met. With SEO, I used identified keywords within copy to improve the likelihood of our brand being found on search engine results, and put in front of the customers who may be interested in our offering.
Blog content for 4gadgets is specially planned within a curated content calendar, aiming to highlight each of the four pillars of the brand, and tackle questions consumers may have. This serves a dual purpose of being a massively opportunistic space for the insertion of keywords to get our page to show up to potential customers, and a chance for us to show our audience - and anyone else who may stumble across the site - that we are knowledgeable, trustworthy, and reliable when it comes to the marketplaces we operate in. Blogs are also a very good way for me to elaborate on 4gadgets' offering, to clear up any uncertainties not already addressed throughout the site, and to highlight specific offers or products on behalf of the brand.
