If your website looks like a factory brochure, Western buyers assume:
- Your brand popped up overnight
- Your products may be untested…and possibly unreliable
- Customer support will be…”tricky”
- Long-term support is anything but guaranteed
We want to dispel all of these thoughts and make your company look and sound like a trusted industry brand.
What our Website & Store Copy Service Accomplishes
While our Brand & Strategy service could be considered to be our most “strategic” service, our Website & Store Copy is much more “tactical” in nature. By addressing the most visible elements of your brand’s identity, each aspect precisely messages what you’re all about.
What’s Included
Homepage
Your homepage is almost always your first impression. It’s also where Western buyers decide if they trust you enough to continue…and if they’re going to take you seriously.
If the language reads like a bad Google Translate job or screams “I’m trying way too hard” you might still make the sale, but you’re probably not exactly instilling confidence in your customers.
How We Fix Them
- Clearly states what you make and who it’s for
- Communicates durability, engineering confidence, and reliability
- Uses short, direct sentences that sound like real lifters talking
- Does not include awkward, non-native language or colloquialisms that turn off perspective customers
Outcome:
Website visitors go from immediately thinking “this is one of those companies” and developing a certain perception about your brand to thinking “this brand is legit…why am I just now hearing about them?” From the beginning, their minds are primed and ready for a higher-quality, and higher-priced, product.
About Page
Honestly, if your company history doesn’t read like a Marvel origin story, a “good” About page probably isn’t really going to help you all that much.
…but a “bad” About page can certainly hurt you.
Most non-Western manufacturers write About pages using overly emotional or sentimental content. It rarely conveys any real expertise or significant knowledge of the fitness industry. Others develop very obviously fabricated stories about their “founders” that are better at soliciting laughs than instilling confidence.
This type of content kills credibility.
How We Fix Them
Everyone on our team trains; most of us have lifted for decades. We use our experiences and knowledge of the industry to reposition your brand around:
- A brand-appropriate and realistic training culture
- An inspiring philosophy guiding your gear development processes
- Positive real-world use cases
Outcome:
Your brand’s story is unique in specifics, but familiar in aura. Customers feel as comfortable purchasing from your brand as they do with industry leaders while also feeling as though they are part of an exclusive training culture.
Category Pages
Like the About Page, Category pages are essentially invisible when done right. When problems are present, though, engagement takes a massive hit.
How We Fix Them
For each category (ex. Racks, Barbells, Benches, Accessories) we:
- Highlight qualities and characteristics that matter the most
- Use terminology that makes sense to casual lifters, home gym owners, commercial buyers, alike
- Provide insight into the most appropriate placement of “hybrid gear” that doesn’t neatly fit into a specific category
Outcome:
Confusion is eliminated. Customers are better informed about and more confident in choosing your products.
Menu & Navigation Language
Western buyers expect clarity and familiarity. If your menus include grammatical errors or vague labels they think:
- The brand doesn’t actually understand its own equipment
- The brand’s basic presentation is sloppy…what else could be sloppy?
How We Fix Them
We update your menus and other navigation items to match industry standard English terms:
- “Power Racks”
- “Barbells”
- “Benches”
- “Storage”
- “Accessories”
…and leave out terms like:
- “Packages”
- “Storages”
- “Best Seller”
Outcome:
Your site immediately feels legitimate. Your gear is immediately assumed to be trustworthy.
FAQ Page
Western buyers use website FAQs to judge:
- Product durability
- Manufacturing competence
- Whether you’re cognizant of their actual questions and concerns
How We Fix Them
We develop FAQs that answer the questions real lifters ask, such as:
- Footprint and ceiling height fit
- Replacement parts availability
- Product warranty and returns
- Assembly complexity and required tools
Outcome:
Your brand is perceived as being in-touch with customer’s concerns and “on-the-fence” buyers get their questions answered (immediately before clicking “Buy”).
Policies (Refund, Warranty, Shipping, Return)
Policy pages constitute the strongest trust signals in Western e-commerce. Anything even potentially vague is a serious red flag.
How We Fix Them
We update your policies to be:
- Professional
- Clear
- Strict but fair
- Written in a legal tone that is standard to Western e-commerce
Outcome:
Customers hear: “We run a real business. We support our equipment. We will support you if there is a problem with our equipment, You can trust us.”
And they believe it.
Why it Works
When each aspect of your website communicates industry knowledge, engineering reliability, attention to detail, and trust, buyer hesitation is significantly reduced.
Next Steps
Request a Website Review / Audit
Send your website; we’ll review it and identify areas where your messaging can be improved.