Skype is an iconic brand with a distinctive voice, but their website and mobile app didn’t reflect that. They wanted to turn up the volume on their brand voice and ensure that their website better encapsulated the brand voice they were known for: friendly and accessible with a dash of gentle wit.
This project was completed over 6 months, working remotely with Skype’s Senior Product Marketing Director and a handful of designers.
My role was copywriter, UX writer and content writer. I worked with the team primarily by sharing Word documents back and forth, as well as by adding copy to mobile app mockups inside Powerpoint slides.
Revamping Skype’s website copy included a makeover for its Features page. The challenge: clearly and succinctly describe Skype’s most valuable features while enticing users to try them out and keeping its brand voice intact.
Skype had utilized chatbots inside its app for years, but it was time for the bots to get an upgrade in the form of a friendlier, more on-brand voice.
Adhering to Skype’s iconic brand voice, I wrote chatbot scripts that would proactively inform users about new Skype features and encourage them to try them out.
Skype uses its long-running blog to announce exciting new features and drive users to try them out — but the blogs were often written by the product team, meaning they were lacking the brand’s human and witty voice. I created a series of six blog posts for Skype to showcase new features, including the one at left for the launch of Together Mode. Click here to read the full blog (and see an example of a “before” Skype blog written by product here).
After upgrading Skype’s website copy to embrace its brand voice, it was time to give their meta titles and descriptions a makeover too.
I wrote compelling meta descriptions that would entice searchers to click through to the Skype website, incorporating SEO keywords for each respective page in a natural, non-spammy way.
