A Clueless Crew Page

As important as About Us and About the Team and Meet the Crew pages are to working some warmth and welcoming into an organization’s website, the grind in getting these stories across the finish line is often not the writing, it’s getting the backstory.

In the case of the Crew page for Bermudian RTD (Ready to Drink) beverage company Convenience Coffee, recreated below, the staff weren’t crazy about having their personal preferences published online, especially when it came to Cup Match cricket.

I was lucky enough to have a “Do whatever you need to do dude!” client who gave me the carte blanche latitude to cast off and personalize (tongue-in-cheek) the departments.

In hindsight, I don’t think individual facts would have served this Crew story as well as the fictional collages did. Although the individual quirks and foibles that you often find in the copy on these kinds of pages can make a company more inviting, this way allowed us to include more than one person’s likes (or at least what I imagined them to be) in each section.

Crew Page Takeaways

• In total we ended up with a possible 96 mini-stories that could be built on and shared.
• The product, category, and brand mentions invited readers to click through and view the staff picks. (In some cases you’d have to know the staff personally to understand the connection but Bermuda’s a small place, so most people, even ones who weren’t yet customers, did.)
• The holiday and weekend favourites served as fodder for dated social media posts.
• And the place mentions (on-island and off), foods, pets, shows, music and sports were great grist.

The coco.bm Crew Page

The lone paddler with the black dog (probably named Arthur) hero image (is going to be me someday [minus the hair]) found its way here courtesy Teddy Kelley at Unsplash.