THE BRIEF
Our pans are good, but the product pages read like a manual. Rewrite our 5 main product pages so people actually buy. Keep it honest; our customers hate hype.
Scenario: Founder of a small cast-iron cookware brand
Package: Rewrite 5 product pages · $35 · 4 hrs
Headline I'd ship: "The 10-inch skillet you'll hand down." Button: "Add to cart, $89."
The objection I'd answer first: "Why pay $89 when the big-box one is $25?" Short answer: yours is machined smooth, weighs 2 pounds less and comes pre-seasoned three times. I put that right under the price.
PAGE 1: 10-INCH SKILLET
Headline: The 10-inch skillet you'll hand down.
Under the headline:
Smooth-machined cast iron, 4.8 pounds. Pre-seasoned three times with flaxseed oil. Made in Ohio.
Why it's $89:
- Machined smooth inside, so eggs slide instead of stick (after a few weeks of use).
- 4.8 pounds. The big-box 10-inch is about 6.8.
- Lifetime warranty. If it cracks, we replace it.
What you should know:
- It's not nonstick out of the box. It gets there in a few weeks.
- No dishwasher. Hot water, a brush, a thin coat of oil.
From a customer: "I've cooked on it four nights a week for a year. Best $89 I've spent in the kitchen." (Verified buyer, 1 of 412 reviews, 4.8 average.)
Button: Add to cart, $89
PAGE 2: 12-INCH DUTCH OVEN
Headline: One pot for bread, beans and Sunday stew.
Under the headline:
5.5-quart enameled cast iron. Holds heat for hours. 11 pounds with the lid.
The honest part: it's heavy. If you have wrist trouble, the 3.5-quart is easier to lift.
Button: Add to cart, $165
PAGES 3 TO 5
Grill pan, 8-inch skillet and the care kit. All in the doc, same layout.
WHAT I TOOK OUT
"Revolutionary," "heirloom-quality craftsmanship," and the 300-word history paragraph. The history now has its own page, linked at the bottom.
— Rosa
