Website copywriting examples for ecomm & FMCG brands

Nice Drinks

Nice Drink’s sneaky smart category move

This bit of copy <em>should </em>be setting off all the alarm bells for us. (It's all we, we, we...) And yet, it's doing some really, really clever stuff and timely that's coming up in <em>a lot </em>of conversations with clients at the moment. So it went straight in the swipe file. (Also a good remind that best practices are just that. They're rules of thumb, not commandments.)

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Botivo

Botivo’s really clever positioning move

Jack doesn't drink, so he's seen his fair share of "all the flavour, none of the next day regret" messaging. What we <em>love</em> about Botivo's copy was that there's none of that. It's not <em>about</em> the lack of alcohol, it's just a drink that's perfect for drinking at the end of a long day that happens to be alcohol-free. Wicked smart.

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Frida

Frida’s “we get you” copy

As dad of two, Jack's no stranger to the gross side of parenting. And Frida write copy that understands that and makes parents feel seen. Love it.

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Sons

Sons’ empathetic AF copy

If you've ever seen Jack, we'll pay you £1000 if you've ever seen his head without a hat. How he found this copy is no mystery.

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Jubel

Jubel’s fantastic story page

We wanted to include a screenshot of the whole about page here, but it broke the swipe file. So we've included our favourite bit. (But suffice to say, their <a href="https://jubelbeer.com/pages/our-story">whole story page</a> is well worth checking out.) Properly authentic, honest and endearing founder storytelling. Love it.

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Ecotalk

Ecotalk’s really smart hero section

Chris Packham is something of a deity at DWG, so we've got a massive soft spot for Ecotalk. But this hero section is <em>ridiculously </em>clever without drawing any attention to just how clever it is. (Also, yes. Jack needs to charge his phone. He never does.)

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Lucy & Yak

Lucy & Yak’s quietly rebellious copy

We've noticed a theme in the swipe file while we've been uploading it: we 💛 it when brands find a way to stand out and say something new or exciting. And while Lucy & Yak got a lot of praise for their colour and their sustainability, their language has always been about quietly rejecting almost everything about the fashion industry. And this banger is no different.

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Beachbum

Beachbum’s smart positioning statement

Full disclosure: this is our work. We know it's a bit self-indulgent to include stuff we've worked on. But we're really proud of this one <em>and </em>it's doing something really handy that you can pinch, so we're holding our noses and including it.

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Bol

Bol’s rhyming headline

This <s> 3-word </s> (Is lunch hour one word or two? Two? Two.) 4-word headline has two clever copywriting tricks going on beneath the surface. Plus, it's just plain fun to say. And we love it when food and drink brands go outside of the "tasty and fast" lane. Straight in the swipe file.

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Happy Tuesdays

Happy Tuesdays’ 4-word h1

While our raving days are well behind us (and, frankly, raving <em>days </em>is an exaggeration), when we saw this bit of copy, it went straight into the swipe file. It's just so crystal clear on what it is and who it is for. Love it.

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Goodrays

Goodrays’ clever positioning copy

Full disclosure: Jack bloody <em>loves </em>Goodrays. He drinks one pretty much every day. So it goes without saying that there's some proper bias going on here. That said, this is still some really clever work because Goodrays are a challenger brand competing against <em>another </em>challenger brand (Trip) that already have cornered a growing market. And the same time, CBD is still an emerging category. So they need to simultaneously say "we're a CBD brand" and "this is what CBD does" and "we're a bit like Trip" and "we're our own thing" all at the same time. And they absolutely nail it.

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Seep

Seep’s super clever mnemonic branding trick

Getting people to remember your brand name is not easy. Especially if you have a made up brand name or a brand name that's difficult to spell. Which is why we love this h2 on the Seep website. Turns their brand name into a mnemonic device to help people remember it.

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Huel

Huel’s smart community naming convention

<p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">Cards on the table: we're not the biggest fans of the term Hueligan.</p> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">But when a brand has people wearing their merch in public, you can't really argue with the results.</p> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">From the unboxing experience to their welcome email to the Idris Elba press release to their Reddit community, absolutely everywhere you go in Huel's world, you find an invitation to become a Hueligan.</p> And that's because they're not <em>really </em>selling meal replacements at all. They're selling an identity that you can opt into and say "this is who I am" to the world. Really clever stuff.

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Toast Brewing

Toast Brewing’s trick to get remembered

We love everything about what the legends at Toast do. (We were lucky enough to team up a few years ago on a couple of bits.) They brew beer out of leftover bread from bakeries. (It's really good, too.) Then they sell it and 100% of the profits go back to worthwhile causes. And their copy does a really good job at <em>always </em>staying on message. Love it.

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Citizens of Soil

Citizens of Soil’s 3-word 10X tweak

We listened to a <a href="https://www.youtube.com/shorts/ztnFqxaWldw">podcast with the Citizens of Soil founders</a> and had to get this bad boy straight in the swipe file. According to them, changing their headline to this <b>10x'd their D2C revenue</b> <em><strong>overnight.</strong> </em>Not bad, eh?

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Riddim Snacks

Riddim’s 10/10 use of patois

It’s <em>very </em>rare when we see a brand voice that feels<em> </em>original and immediately distinctive from the moment they pop up. But from the moment their ad that popped up on our feed, we knew they were going straight in the swipe file. A really, really well done brand voice that stands out, is authentic, is fun, is memorable... absolutely no notes.

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Peachies

Peachies’ customer-first PDP copy

Is this the sexiest bit of copy you'll ever see? Not at all. But we took this screenshot because it's a really good example of a brand that <em>really </em>gets their customers and what they're looking for when they're about to hit that Buy Now button.

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Treecard

Treecard’s audience-specific headline

Is it egotistical to include your own work in a swipe file? 100%. And we're not going to make a habit of it. But getting 161,000 sign ups on day 1 made it feel like we should include it.

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Barkbox

Barkbox’s 6-word banger

Sometimes we’ll see a line of copy that’s so clean and so perfect that it causes us to question whether we know anything at all about copywriting. This is one of those lines. Annoyingly good.

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