Website copy & brand story | tourism

Project: A personality-rich website to build trust and connection

Client: Vamos Trekking, a tourism business run by Swiss mountain guide Marisa Galileo

I worked with my client, a newly qualified mountain guide, to get clear on her brand story and unique selling points and create website copy to showcase her tours.

Aimed at sociable expats curious about exploring Switzerland, our challenge was to craft inspiring, personality-driven copy to reflect Marisa's warm nature. We wanted to nurture her prospects, gain their trust and encourage them to book a tour or join her membership group.

Before diving into the copy, we worked together to define Marisa’s goals. Through a workshop, we explored her ideal customer persona, their motivations and customer journey, as well as her own purpose. We also identified a clear direction for her tone of voice and social proof.

After the workshop, I shared this tailored information with Marisa to help guide any future communications she might create. I then got to work writing website copy designed to set her apart in a somewhat staid field and bring her personality to life. As with all my copywriting projects, two rounds of amends were included to hone the copy into a website she could be proud of.