(I usually title these blog posts “The [Client Name] Project” but decided the word extravaganza was more appropriate for Monocle. You’ll see why in a second.)

The BTL Client

Mary Page Nance is the center of New York City’s creative landscape—and her clients’ ticket to all the expert talent the world of Performing Arts has to offer.

Founder and Lead Producer of Monocle was a role Mary Page effortlessly fell into having spent a decade in and around all facets of the ever-so-glamorous Arts industry, from Broadway and Netflix to The Met Gala and The White House.

Her experience as a performer is not only what has afforded her the ability to access any and all of NYC’s best creatives and artists—but is also what fuels and qualifies her to produce, direct, and choreograph the jaw-dropping custom events she provides her clients as the head of such a game-changing event planning company.

(Mary Page is not only an impressive artist-actor-turned-luxury-event-planner, she’s also really freaking cool just as a human, and is client-friends with my website designer slash actor-gal, Sarah Kleist, hence why the Monocle website is as beautiful as it is.)

 

What Is Monocle Productions?

 

 

The Story Behind The Name

 

The Goal of the Project

Mary Page successfully ran her business for a long time website-free. Word of mouth works wonders for her.

(I mean, after all, her ideal clientele is the big-wig NYC type who simply must have a custom Broadway show at their private event, so… that tracks.)

However, now that M.P. has decided a website is the move, she wanted to ensure that her services still came across as juuuust the right amount of luxurious, and—of course—desirable.

As in: “OMG, that is a MUST-HAVE at our event!” level of desirable.

She also wanted to make sure the reader wasn’t confused about a single thing, and that her ability to custom-produce and deliver the Broadway-esque show of her clients’ dreams, complete with the best talent available in NYC, was made crystal-clear.

Here’s how we did that:

• Explicitly stating what M.P. offers, and can bring to an event.
• Describing the types of events Monocle can produce, and explaining that those productions can include any type of talent (and vibe) they’re hoping for.
• Sharing lots of video, testimonials, and including a ‘trusted by’ bar for elements of social proof.
• Adding lots of call-to-action buttons throughout the page to ensure the reader would be able to take the next step at any point in their journey
  • (M.P. mentioned liking the amount of buttons on my website, and it wasn’t ’til she mentioned it that I realized this is something I always include on every website I write.)
• Repeating the benefits on every single page, but never repeating the language.
• Using small, short paragraphs and lots of stand-out text to make it easy-to-read (and to keep their attention—those New Yorkers are impatient, man).
• Dedicating an entire page to the process.

 

See those tactics in action below:

(For the best experience, head over to Monocle’s site—the screen grabs don’t capture the beauty of the videos.)

 

 

The Best Parts

I swear every time I write a case study I want to simply say ‘everything’ and call it a day when it comes to the Best Parts section, but Monocle is different. I’m (obviously) so obsessed with the entire website, but this specific section? I knew it would land the Best Part title before I even typed it into the Google Doc.

It’s the perfect mix of theme reference, stroking her ideal client’s ego + making them feel good (and understood), and clearly stating benefits.

 

 

You see why it’s my favorite part?! First of all, like I said, the easy-to-understand, non-forced theme reference (“standing ovation”). A little commotion for that one please.

Next, we’re telling them that they’re going to be the star of the show. What kind of host doesn’t want to be the star of the show?

(Okay, maybe that type of host exists, now that I think about it. But they’re not M.P.’s ideal client, so they aren’t our focus right now.)

Then, we’re telling them how delighted their guests will be, because the point of a party—aside from celebrating the occasion—is to make sure the guests have a great time, and we know our ICA cares about that (especially the ones throwing corporate events). We’re also explaining how the guests are going to feel.

And then we’re telling them that they’re the reason the guests are going to feel so great.

*toots own horn*

Final Product

Long story long: Monocle Productions makes the Top 3 Best Websites I’ve Ever Worked On list. I absolutely love how minimal the copy is, how custom and never-been-done-before the design makes the entire website feel, all the video… ugh. ‘Obsessed’ doesn’t even begin to cover it.

Live site: monoclenyc.com – go check her out; she’s a beauty!

Copywriting: your girl!

Brand design: Sea Biscuit Creative

Web design: Kleist Creative

Website hosting: Showit

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If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:

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