CPJ FIELD: WEBSITE COPY
CPJ Field is a funeral director who wanted to bring a touch of life to their website. Yep – this was always going to be a project to remember.
The client really set a high standard in terms of ambition and brand voice, giving me free rein to set them apart from the industry standard online. They didn't want to be another overly-solemn, down-in-the-dumps funeral director. They wanted to stand for something positive.
To date, they remain one of the most ambitious and creative
clients I've had the pleasure of working with.
A Positive Tone
In their recent brand work and site design, CPJ Field had already started to set themselves apart from other funeral directors by embracing positivity – something that's not easy to do in their line of work. My job was to bring the same ambition to the copy.
By focusing on personality, we were able to make the website inspiring – almost uplifting, where it could have been gloomy. Powerful, where it might have been meek.
The illustrations also played a role in setting the tone.
Frankly, adding personality isn't always easy in a business context. But CPJ's 300 year history as a family business gave me plenty to work with.
I worked with the design team to build an interactive timeline, shining a light on the richest moments of the company's past. The result was engaging, and also helped build a lasting brand image.
UX: Creating a User Journey
User journeys are always an important element of website design. But particularly so in the context of funeral planning, when an arm around the shoulder means everything.
Herein lies the value of good UX writing – copywriting that guides the user around the site. For this to be at its most effective, it's essential to work on copy in-tandem with design.
Staying on track
Since launching the new site, I've worked with CPJ on a variety of written materials to ensure their brand remains consistent from one funeral home to the next. They've now got a voice they can use across their channels for years to come.