Alistair Adam

Scope:

• Business English coach - Detroit Talents, Nord Sud, Uzinvest

• UX writing in English

• Copywriting in English

• French-English translation & localization

• French/English SEO research and analysis

• SEO optimization, meta titles & descriptions, H1, visuals...

• Content design

Clients: Disneyland Paris, Fondation Louis Vuitton, Coty, Orange Business Services, Maisie Cafe, Organic Stories, Power Traveller, Fitness Park, Gucci, Burberry, Mugler, Clarins, Carmignac Asset Management, L'Oréal

Branding/Communication Agencies: Register, Logic Design, Servaire & Co, Bayadères, Indexel

Modernize the user experience of a historic wine institution. The goal was to transform a complex purchasing journey into a fluid and "punchy" experience, in order to increase the conversion rate on strategic pages (subscriptions and checkout).

My Solution: UX Writing for Performance

I worked on critical friction points in the sales funnel using a user-centered approach:

Subscription Funnel Optimization: Rewriting offers to clarify the value proposition at a glance. Less jargon, more exclusive benefits.

Checkout Redesign: Simplifying microcopy (buttons, error messages, instructions) to reassure users and reduce cart abandonment.

"Premium & Punchy" Tone of Voice: Balancing Robert Parker's historical authority with a modern, direct, and engaging tone, aligned with the Michelin Group's standards of excellence.

Information Hierarchy: Structuring pricing pages to facilitate quick decision-making (Nudging).

The Result

A clarified user journey where the barrier to purchase is minimized. The transition between editorial content and transaction became seamless, reinforcing the platform's credibility while boosting the sales funnel's commercial effectiveness.

The Art of Conciseness

For this English copywriting project, I adopted a radical approach to transform dense descriptions into "punchy" and engaging content:

Audit & Pruning: Analyzing existing content to identify the essential and remove the superfluous.

Impactful Copywriting: Complete rewriting using shorter sentence structures and evocative vocabulary (Luxury & Lifestyle).

Hierarchy Optimization (H1/H2): Creating magnetic titles that capture attention in a second and facilitate quick reading (scanning).

Native English Approach: Using an "effortless" tone typical of international luxury, far from literal translations.

The Result

A clean interface where every word counts. The brand message is more impactful, the conversion funnel is smoother, and Club Med's "premium" identity is reinforced through more modern and direct communication.