Transforming a Leading Esports Brand's Website
While the technical side of ecommerce has changed a lot in the 25 years I've been involved, great copywriting remains as crucial as ever for sales, profits, and keeping customers happy. Below, I'll share a story about how a beloved esports brand is on its way to unlocking massive sales growth thanks to an extensive website revamp that included a total overhaul of its copy.
A Diamond in the Rough
A Tokyo-based agency subcontracted me to handle the copywriting portion of the project. The client, a Japanese company renowned for producing top-tier esports mousepads, faced a significant challenge. Despite their products' unparalleled quality, which earned them countless unsolicited endorsements from esports professionals and enthusiasts alike, their website was a stark contrast — poorly designed, structured, and written.
The site was so bad that one kind fan posted a guide on how to navigate it to buy directly from their favorite manufacturer. This scenario is a familiar tale in the Japanese market, where product excellence and the strength of third-party distribution partners are expected to compensate for the brand's weak online presence.
Localization: More Than Just Translation
My first task was to help the client express their operating philosophy and uncompromising focus on quality. Building on that, we found ways to communicate in detail the features and unique attributes of their mousepads. The goal was to infuse the brand's essence into every word, transcending language barriers and showcasing the products' undeniable strengths.
The Process of Crafting Engaging Copy
I initiated the process with a comprehensive questionnaire to extract the core elements of the brand's identity and vision. The responses provided in Japanese formed the foundation. I then created two versions of the website copy: a direct English translation and a creatively enhanced rewrite.
Let's look at a short excerpt to understand what I mean. Note that it's from mid-way through a page, so I apologize for missing some context you might need.
The Direct Translation
Parts and Attention to Detail that Compose a Mousepad
A mousepad consists of three major elements.
The first is the "surface," which is the part of the surface on which the mouse glides.
The second is the "sponge," which provides cushioning and support for movement.
Finally, there is the "stopper," which is the anti-slip layer that prevents slippage.
The characteristics of each material greatly affect the operability of the mouse.
The Rewrite
Superior Materials
Our mousepads are composed of three major elements. The properties of each significantly affect the performance of the mouse.
1. Surface: On which the mouse glides.
2. Sponge: Cushioning and movement facilitation.
3. Stopper: Prevents slippage.
Below, we'll explain why they are essential to maximizing your gameplay precision and speed.
The Breakdown
Since I was the only native English speaker on the team, I had to explain to the other stakeholders why the rewritten copy was better than the original. Reading the following breakdown, once translated into Japanese, reassured them that we were on the right path.
Clarity and Brevity: The rewrite is more concise and more precise. It eliminates unnecessary repetition and simplifies descriptions. For instance, "Surface: On which the mouse glides" is more straightforward than the original's repetitive "The first is the 'surface,' which is the part of the surface on which the mouse glides."
Focus on Benefits: The rewrite emphasizes the benefits of the product's features, linking them directly to user experience, specifically mentioning how they enhance "gameplay precision and speed." This approach is more engaging for the reader as it directly connects the product features with practical benefits, making it more relevant for potential buyers.
Professional Tone: The title "Superior Materials" and the structured listing format give the rewrite a more professional and polished tone. This can help build trust and convey a higher quality of the product.
Engagement: The rewritten copy promises further explanation, "Below, we'll explain why they are essential...," which encourages the reader to continue reading. This helps maintain the reader's interest and guides them deeper into the content, potentially increasing engagement and time spent on the page.
Use of Technical Terms: The rewrite avoids overly technical language but maintains an appropriate level of specificity (like using "stopper" for the anti-slip layer). This makes the text accessible to casual readers and more knowledgeable customers without oversimplifying.
As AI can now do direct translations almost perfectly, my Japanese clients are looking for someone who will go the extra mile and transform “correct English” into “effective English.” That’s where my conversion copywriting talents come in handy.
Navigating Technical Challenges
While the written content portion of the project proceeded, the site-building team worked with the client to build the site on Magento. Since the client is a small business with limited resources, we initially recommended Shopify as the ecommerce platform. However, the client’s CEO was smitten by Magento and decided to go with it.
If you didn’t know, Shopify is often considered a better choice for most small to medium-sized businesses (SMBs) than Magento because it is more user-friendly and requires less upkeep. In contrast, Magento is more complex and better suited for businesses with advanced technical resources, as it allows for extensive customization but requires a higher level of coding expertise and ongoing maintenance.
Expecting Major Sales Growth
As of this writing, everything is still under construction. Comparing the old and new sites will be like comparing night and day. Return customers will be pleasantly shocked at the turnaround. I’m stoked to see how this client’s business grows. It was a pleasure to find a diamond in the rough and play my part in giving it the polish it deserves.
