Minerelles by Shaklee
RepairPal
back to Writing page

For a new auto-maintenance referral and information site, Wordworking created a brand voice, tone, and vocabulary that established the company as smart, friendly, and reliable. The company's founders are male car buffs; they expected their audience to be mostly women with limited technical knowledge about cars. The site's language needed to bridge the gap.

Many of my recommendations had to do with consistency: on the home page, each of the three "action" boxes now has a headline that starts with an imperative verb. Consistency leads to clarity, and clarity builds confidence. (The company’s tagline is Car Care Confidence.) I also recommended using "you" and "your" as often as possible, and I came up with the home page's main headline, "We take the mystery out of auto repair!" I helped name various brandable elements, such as the huge parts-and-service database, the estimating function, and the record-storage section; and on the use of certain terms such as car make: too jargon-y for a general audience? (My answer: no. The word went in.) The site launched to acclaim from the technical and automotive press.