Writing content

Make it helpful, but make it fun.

Car-sharing during COVID-19

As customer concerns and search queries for "corona car sharing" soared during the pandemic, I created a series of 3 landing pages to help users decide whether car-sharing could be a safe way of staying on the move during these times. (Short answer: it's safer.) The Tone-of-Voice doesn't typically cover situations like this. How to be serious, but not stuffy? Fun, but not frivolous? I stretched the ToV to its limits to find the right tone. Did I tread the right line? You be the judge. 

Meet the fleet

I'm not really into cars. But that's never stopped me from figuring out what makes each model so great. These landing pages were designed to showcase the global car-sharing fleet, meet keyword search queries, and provide car-loving users more information on each vehicle. It's not about the technical details, it's about the feeling you get from each car. 

FAQ

It's not all fun and games. Done well, the FAQ can become the most valuable high-traffic real estate of any website. A knowledge bank and a search magnet, the FAQ is called up in moments of curiosity (new users) or frustration (current users with a problem). By far the most time- and effort-intensive types of content to maintain, the FAQ is one of my favourites because it's like a garden. It never stops growing – you need to keep weeding it back to the essentials.
Make it about users. The traffic will follow.