Sometimes it’s best to just start over. That was our approach with Dove 2.0.
Dove’s old website was a little dated; the content wasn’t optimised effectively and, when we asked users for their rating, their experience consistently fell below the bar. It was a big task, but to make Dove’s editorial voice stand out from the crowd we retraced our steps to update and create editorialised copy that turned search terms into genuinely interesting content.
Using our unique approach to content by drawing on real women’s insights and stories, copy for the new Dove website now provides the necessities of SEO with the warmth and personality of Dove – creating a space where women feel at home. From advice on common beauty questions, to articles about Dove’s famous real beauty campaigns, the website forms a hub of tips, stories and product recommendations to meet women’s needs on their level.
Dove’s new product detail pages now gain a score of 4.75 out of 5 in user testing and provide something much more than just a list of ingredients for each product.