Client: Character Visits 4 U

Challenge: Rewrite the Special Events webpage in order to increase ticket sales for seasonal events. A secondary challenge was to increase members in the new VIP Facebook Group.

Solution: The original webpage had the headline “Special Events”, with 4 subheads for each of the events. There was a small introductory blurb under the headline with a call to action for web visitors to purchase their tickets now. Under each subhead was a longer paragraph explaining the details of each event.

In rewriting, I wanted to give this page a headline that caught web visitors’ attention and gave them an immediate reason for reading more. I added the subhead to make it super clear what the page was about so the visitor would know what this webpage was going to tell them.

Moving down the page, visitors already know they are on the special events page, so I wanted to paint a picture of the magic they will experience (as the headline promises) at a Character Visits 4 U event. The bolded sentence is from the original website and I kept it because I thought it was great for both establishing trust in the company’s expertise and giving the reader a sense of not wanting to miss out. I added the second paragraph because our target audience is parents, guardians, and other adults with a child in their life. The biggest question for a parent considering purchasing tickets to an event like this is “Is it going to be worth it?” and this paragraph has them imagining their child’s reactions of wonder and awe and gets them saying “This is absolutely going to be worth it!”. I also added the testimonial to really drive home the quality and magic these parents will be gifting their child when they attend a CV4U event.

The third paragraph in this section is a mix of text from the original website and my own words. Its purpose was to continue bringing those benefits for the target audience (“make memories that last a lifetime”) and create a call to action that made sense for the event structure of the company. The original webpage’s call to action was to purchase tickets to events, but because events are seasonal, sometimes there is no event to purchase tickets for. There was also no button or link for visitors to use to complete the call to action. To remedy this, I created the pop-up for the current event that you can see in the beginning of the video. This gives visitors the opportunity to purchase tickets for the current event. If they are not ready to purchase then, they can click “Learn More” or exit the pop-up to go to the webpage. Under the 3rd paragraph, I put a call to action for joining the VIP Facebook Group that the owner of the company had just created. This CTA had 2 purposes: to fulfill the objective of increasing the Facebook group’s membership and to give webpage visitors a call to action that is useful to them even when there is no current event and helpful in moving them along in the purchasing journey (the Facebook group provides early access to all event tickets when they drop).

The copy under each event was originally one large paragraph for each event. I kept some of the original text in the complete sentences that are now under each event because the owner had originally taken inspiration from Disney’s event and dining experience descriptions in using the five senses. I loved this idea and didn’t want to take that away, but wanted to make the descriptions more skimmable and easy to read. So I tweaked some of her original copy and turned some of it into bullet points, still imbuing the benefit of each feature into the descriptions.

I also wanted to give visitors more information since the website does not have an FAQ page, so I created the Know Before You Go section for each event. I did not want to overwhelm visitors with this information, but wanted it to be there to help them in their decision to purchase or join the Facebook group if they needed it. Therefore, I decided to use the CTA “Know Before You Go” under each event section and that takes the visitor to the Know Before You Go section specific to each event.