Instilling authenticity through web copy
How do you communicate a café owner’s genuine passion for catering?
The client
Café Plum
The challenge
Café Plum have been providing coffee, lunch and external catering to their West London clientele for the last 20 years. With three storefronts and counting, owners Karen and Ben were looking to update their website copy.
The solution
The copy needed to communicate Karen and Ben’s authentic passion for catering and cover all the functional content - without being too long.
After establishing the correct tone, we drafted a tagline, homepage, ‘about us’ page and individual café pages. Karen and Ben’s story in the ‘about us’ page was used to give a sense of authenticity to the rest of the site.
The writing
‘Our Food’
‘We think food ought to be fresh. So we make our salads and sandwiches to order, right in front of you. Our baker Poppy prepares all our cakes, soups and daily specials. Our veg comes in each morning from Covent Garden market and our bacon and sausages from those wonderful butchers, HG Walters.’
The results
Approved copy and a very happy client.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Client: Café Plum
