H&H Industries is a specialty lighting company that does a majority of their business through their website. As a small and sometimes highly technical company without a dedicated marketing team, they've had a lot of challenges making their website informative, easily navigable, and comprehensive.  I wrote and edited website product copy for some of their major product lines, and provided general marketing guidance and advice for best practices. We focused on reducing barriers to entry, making information more clear and accessible, and successfully reaching a variety of audiences for their diverse range of products. Below find some before and after shots of some of their best-sellers. 

Before. Main product line landing page doesn't offer much information about each item, requiring user to click through to get details. Here you see we have started fixing that with the first item.

And after. Much easier to find the product you need at a glance!

An individual product blurb before these fixes:

And after. More easily accessible details and basic information about both the product and the product line, plus a direct link to help.

Before. Again, we've changed the product blurbs so that the information is more accessible and shows up on the main product landing page.

After:

Before:

After:

Before:

After:

Here we've set up a main product line page focused on reaching those in the dental field, explaining why the product is a good choice for their needs.