Case Study

Customer-Centric Copy That Sparked Inbound Interest in a Niche PPE Garment

The Client

A European manufacturer of high-performance cut-resistant garments for industrial sectors (client name withheld for confidentiality).

Target Industry

Glass handling and manufacturing

The Content

Product page copy for a newly launched PPE garment

The Challenge

The client had developed a lightweight, cut-resistant sweater designed for workers facing sharp hazards in environments where practical visibility is key — such as glass handling, recycling, and utilities.

Though co-designed with one of the world’s largest glass manufacturers and tested in the field, the garment needed more than technical specs. It required clear, persuasive copy that would communicate its real-world value to new prospects — without overstating compliance or making unsubstantiated claims.

Before: The product page lacked targeted messaging, and buyers outside the co-development partner were not engaging.

The Solution

I created SEO-conscious, benefit-led product copy that:

• Emphasized the garment’s industry-driven design and real-world testing

• Balanced technical credibility (cut protection levels, fabric features) with practical value

• Maintained a confident, compliance-aware tone without overpromising

• Used scannable formatting and plain language to support quick decision-making by busy EHS professionals

My Approach

• Highlighted the product’s co-design with a major industry player to establish credibility

• Focused on key differentiators: comfort, cut protection, and practical visibility

• Combined storytelling and technical detail to give buyers both confidence and context

Tools & Strategies

Positioning: Framed the product as a proven solution, not just a new concept

Trust-building: Included certification specifics without overstating regulatory claims

Clarity: Structured the copy for ease of scanning and quick comprehension

The Results

1. Sparked inbound interest from adjacent high-risk sectors, including recycling and utilities

2. Gave the sales team a clear, persuasive narrative to overcome objections and shorten the sales cycle

3. Strengthened the client’s positioning as a collaborative, customer-focused manufacturer

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