March – August 2024 · 6-month contract
Shipt
As SEO Content Specialist I wrote localized landing copy for major U.S. markets during Shipt's expansion — one template, dozens of cities, each one required to sound like it was written by somebody who actually lives there while hitting a strict SEO target.
City copy
Localized city landing pages
This is the assignment I'd point a retail team to, because the difficulty isn't visible until you try it. Every market gets the same page structure and the same SEO target. What changes is everything a local would notice.
Memphis gets Bluff City, Beale Street, Graceland, the National Civil Rights Museum, fried catfish and BBQ pizza. Austin gets H-E-B and Central Market — not Kroger, because Austin shops H-E-B — plus South by Southwest and a paddle on Lady Bird Lake. Los Angeles gets Griffith Observatory and a homemade take on chicken and waffles. New York gets the Q to Coney Island and the five boroughs.
The retailer lists are the tell. Getting those wrong is the fastest way to sound like a national brand that has never been to your city, so each one was checked against actual local coverage before the page went live.
Headlines carry the local hook too, and each one had to work as a headline first and a pun second. Delivery on your schedule is the Big Apple of your eye is the one I'd defend.
Memphis, meet Bluff City delivery on your schedule
Memphis. Bluff City and the Home of Rock and Roll. Experience its rich musical heritage, vibrant culture, and delicious barbecue. Spend days walking in Memphis exploring the National Civil Rights Museum, visiting Graceland, or enjoying live music on Beale Street. You can, and still stay on top of your shopping with Shipt. Choose from a variety of retailers like Target, Kroger, and Walgreens to get everything you need for everyone in your household, plus same-day delivery. Whether you're looking for cosmetics, groceries, pet supplies, or home goods, or welcoming friends for fried catfish and chicken, BBQ pizza, or a home take on Memphis corn dogs, Shipt has you covered.
Same template, different city
Austin, Shipt means shoppers can deliver today
Whether it's local craft beers, artisan snacks, or the outdoor adventure essentials, Shipt shoppers can deliver from your favorite local retailers like H-E-B, Target, and Central Market. Hosting a music-themed party or Tex-Mex dinner? Let Shipt shoppers deliver fresh, local ingredients. Attending South by Southwest or planning a paddle on Lady Bird Lake? Shipt shoppers can have household items, tech gadgets, and personal care products delivered on your schedule.
Delivery on your schedule is the Big Apple of your eye
Since New York City never sleeps, you'll want Shipt same-day delivery to keep your pantry stocked. Whether you're planning a picnic in Central Park or getting the perfect walking shoes for those Manhattan miles, Shipt shopping means that everyday essentials and those special somethings are a click away. Choose from retailers like Morton Williams, CVS, Target, Carter's, and Food Bazaar, and Shipt shoppers deliver when it's convenient. Whether you're on the Q to Coney Island or making a beeline to Brooklyn, Shipt ensures you get the best of the five boroughs. Now, take your bite of the Big Apple!
Service copy
Service-focused copy
The second module on each market page shifts from place to proposition: exceptional service, fresh produce, shoppers you can trust. Same three ideas every time, and the writing problem is that the reader has just come off a paragraph full of local specifics, so a generic follow-up would flatten the whole page.
The fix was to keep localizing at the noun level even in the service module. Memphis gets BBQ pizza and fried catfish ingredients. Los Angeles gets avocados, fresh berries, and organic juices. New York gets bagels and gourmet cheese. Austin gets local BBQ sauce. The structure is identical; the groceries are not.
Memphis neighborhood stores, delivered to your doorstep
Shipt offers the convenience you need. Whether it's BBQ pizza and or fried catfish ingredients, local greens, fresh bread, or household cleaners, your shopper will deliver everything to your door, same-day. Save time with Shipt's same-day delivery from a variety of retailers for fresh produce, pantry items, home goods, and more.
Same module, relocalized
Los Angeles neighborhood stores, delivered to you
Craving convenience? Shipt has you covered. Whether it's avocados, fresh berries, eco-friendly baby wipes, or organic juices, your shopper will deliver it all to your door, same-day. With Shipt, save time with every order and enjoy same-day delivery from a wide range of retailers for fresh produce, fashion accessories, home goods, and more.
Local stores, delivered to your door — New York City
Looking for convenience? Shipt has you covered. Whether your essentials are New York bagels, fresh apples, diapers, or gourmet cheese, your shopper will bring it all to your door, same-day. Same-day delivery with Shipt saves you time with every order. And with a variety of retailers to choose from, you'll get same-day service on everything like groceries, pet treats, home decor, and more.