The reason? They crafted a strategic, intentional brand, website, and overall customer experience — and it made me immediately see the value in their product.
Here’s how they nurtured me through the process, along with some takeaways to keep in mind when building your brand + website, too.
In my opinion, there is nothing more powerful than getting referrals through word of mouth – it’s how about half of my clients come to me! And while influencer marketing is different from referrals, there is one parallel that makes it so powerful:
An element of trust.
The influencers that we follow online (most of whom we’ve probably never had a conversation with or met in real life) build businesses that succeed BECAUSE their audience trusts their opinions so much. On the one hand I am fully aware that they’re getting paid to speak about a brand, and on the other hand I’ve chosen to follow people who have gone to great lengths to build trust with their audience.
…And I was immediately impressed. Everything about it, from their visual branding, to their photography, to their messaging, spoke to me:
Honestly, I didn’t need to get further than hero image to click the call to action button, because they made it immediately apparent that they had what I was looking for: a CUSTOM way to “transform my hair.”
They also made it clear early on that they care deeply about the ingredients they use, which is something that’s important to me.
Guys – this part is what really sold me. When you click “Get Your Formula,” you’re taken to a pretty lengthy questionnaire – which may cause some (unqualified) leads to drop off, but in this case, I loved it, because it made it feel like the product was that much more customized just for me.
It asked me EVERYTHING that could affect my hair, and in the bottom left corner there was a box that you could click on to learn why they were asking that question, or get more context on it:
Once I filled ALL of that out, they showed me a screen with the ingredients in my custom haircare formula, further reinforcing how each customer gets a unique formula to match their goals:
Before finally, at long last, bringing me to a screen that has my custom recommendations AND a check-out screen all at once—making it incredibly easy for me to purchase on the spot:
All in all, my experience with Prose—from the awareness stage (when I discovered them via word of mouth + Instagram marketing) through to the conversion stage (when I went through the quiz + purchased the product)—was not only amazing, but reinforced the importance of successful branding and web design, and sparked so many ideas for how we can all continue to build our own brands so that we can attract our dream clients and grow our businesses.
(Now this wasn’t the point of this blog post… but if you DO decide to check Prose out, here’s my referral link for $10 off!)