Bella Bakes
**Disclaimer: This project is a creative mockup and is not associated with any real client. It was developed purely for portfolio purposes.**
PROJECT OVERVIEW
Brand: Bella Bakes (Low-sugar artisanal cookies)
Industry: Food and snacks.
Copy type: Short-form landing page.
Goal: To drive sales (get people to buy a box of cookies).
Introduction: Bella’s Bakes is a small, independent bakery specializing in handmade, low-sugar cookies using premium, all-natural ingredients. Their cookies are crafted for people who want to enjoy sweet treats without refined sugars or artificial sweeteners.
CHALLENGE
The brand was not getting enough sales for its homemade low-sugar cookies. Once people buy their cookies, they love them and come back for more, but Bella was finding it difficult to convince people to buy the cookies in the first place. Mainly because people get skeptical about healthy cookies and anything low-sugar, because most time they taste terrible. The goal was to just encourage people to take the first step and to try it.
MY STRATEGY
Knowing that people are skeptical about trying healthy alternatives to junk food, I wanted to use this landing page as an opportunity to reassure them and overcome those objections. I wanted to position how Bella was once in their position as a skeptic too, which is why she even started Bella Bakes in the first place. I included Bella’s personality into the landing page so people didn’t feel like they were purchasing cookies from another random big brand that’s just looking to make a quick buck.
**This case study is copy only, so click the link below to view the full copy.**
Copy Highlights
Hero section
My headline instantly evokes a relatable feeling for most people. I wanted to touch on a common guilty feeling and combat it with Bella Bakes cookies as the solution.
I explained why binging on lots of cookies causes the guilty effect and how with Bella Bakes, you can binge without being left with the sluggish, guilty feeling. I used trigger words that not only evoke specific emotions but also words that paint a picture for the reader.
I also immediately fought the common objection of how healthy cookies taste bad, and that Bella’s low-sugar cookies are far from that. This is to spark curiosity within the readers in their decision-making process.
The call-to-action also tells users what they get from buying these cookies.
Feature section
I talked about the common factors that people look for when searching for healthier alternatives to their usual junk food. I used those features and highlighted the benefits they pose to the consumer.
For example, with each cookie containing a low sugar content, consumers can eat more without worrying about a sugar crash, or how the cookie being gluten-free and keto-friendly allows consumers to munch and satiate their sweet cravings without carb loading.
Relatable origin story
I used Bella’s back story to build a personal connection with readers. I wanted them to connect with how Bella struggled with finding cookies that were healthy and tasted good, but failed.
I wanted to highlight her efforts in taking matters into her own hands to craft her perfect cookie recipe without giving up despite failing many times.
I talked about how Bella would buy healthy cookies that stores were promoting, but couldn’t convince herself to actually finish them because of how terrible they tasted.
This helps the reader connect to Bella as a person behind her brand rather than a big box store pushing cookies just to sell out with fake advertisement. The goal we were trying to achieve was to convince readers to buy a box and try it first.
Reviews to overcome skepticism
I used the review section to tactfully overcome skepticism in readers. I wanted to show them that even other people who were skeptical at first decided to take a chance and try Bella Bakes and ended up falling in love with how good the cookies tasted.
By using actual quotes and reviews from people who have purchased from the brand, it creates a human connection that may spark curiosity in the consumer to actually try the cookie.
