Accelerating Brand Loyalty with Clear Copy

Client

Wallbox

Industry

Tech

Services

Copywriting UX

Wallbox was having challenges with keeping its UX copywriting and brand voice sounding consistent. They had lots of different writers, and even non-writers, contributing to their copy. Without having a consistent writer, or team of writers, taking responsibility for how they sounded they were finding customer satisfaction with their app was dropping.

When customers find an app difficult to use, or even just inconsistent in its use of language, those customers can soon go elsewhere.

That’s why Wallbox asked us to come in and smooth out their UX copywriting while making sure their brand voice stayed on track.

Why did Wallbox choose Craft?

Wallbox sits at the forefront of electric vehicle (EV) innovation, creating sophisticated home charging solutions for customers across Europe. However, like many tech brands, Wallbox had challenges with its app user journey. Some of the language and logic was causing confusion for customers.

WalThey needed specialist UX copywriters who were also experts in steering brand voice in the right direction.

We’re UX copywriting experts who are comfortable in the driving seat when it comes to looking after brand voice. We can turn head-spinning tech terminology into free-flowing user journeys.

Making sure tech apps are easy to use takes more than friendly design. It’s about word choice, tone and semantics. Micro copy must convey absolute meaning while keeping people engaged and happy with their experience. Being precise, yet economical with language takes thinking – lots of it.

Yet in even those most micro of moments, you need to make sure you’re looking after the brand voice. Even just a misplaced word on a button can send the user into a tailspin.

At Craft, this is second nature to us. When Wallbox got word of our expertise and learned that we’d helped several car brands including Audi, VW, SEAT and ŠKODA, they approached us to help them.

What we did for Wallbox

After immersing ourselves in their world and tone of voice, we laid the foundation by crafting wording for Wallbox’s core app and charger functions. Our mission was to create a UX foundation our copy could be layered upon.

From there, we tackled statuses, regulatory jargon, error states, and more—the nuts and bolts of a seamless user experience. In each copy interaction, we struck the perfect balance between tone and clarity. In UX copywriting, tone is often pushed aside to make a user’s journey smoother. We were able to find middle ground – practical yet human and always consistent.

Alongside the app copy, we started a glossary for Wallbox, worked on a UX writing guide and also a user guide. Before they’re lost, we like to capture semantic, stylistic, and grammatical nuances for our clients. Documenting all these choices is crucial to keeping the brand voice sound consistent as they grow, this is another crucial element of our brand voice guardianship.

Why? Because we care. Whether or not we’re the ones writing the copy, we make sure our clients have the tools to educate their people – keeping them on brand in the future.

We ran both bits through the Hemingway App to practically illustrate readability differences 👇

UX road blockages

When UX copy is unclear or doesn’t read fluidly it’s not just an “oh well” moment. It causes a UX blockage. This is not good for brand loyalty or business.

A blockage in UX writing is any text that doesn’t achieve its purpose. It could be an aimless landing page losing attention or an app error screen that tactlessly alerts! without offering a solution.

And anything that just doesn’t sound like the brand will irk the user. Especially in an app they use every day. In that context, brand voice becomes mission critical.

Whatever it is, it blocks a user’s journey – because they don’t want to continue or don’t know how to.

So, why does this all matter?

The way people experience a digital product is everything. Use the wrong words, tone, or information sequences and people won’t tolerate it for long, if at all. By transforming complex tech jargon into user-friendly language, we helped Wallbox enhance their user experience, enabling seamless navigation and understanding.

The result?

Wallbox overcame UX blockages, bringing clarity for their customers and boosting brand loyalty in the process. They also got the tools needed to keep their brand voice consistent along their journey.

Sound good?

We can do the same for you.

Let’s get started.

We recommend Craft Words to anyone who wants to find their voice and put personality to a brand.

Simon Croft

Founder and CD, Orangery

It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much.

Seisho Manabe

Director, Frog Design

Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended.

Raul Balreira

Digital Project Manager, Tribal Worldwide London

Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly.

David Clarke

Executive Creative Director, Huge

Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go.

Liam Morgan

Cogs

Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble.

Anna Murphy

Content Manager, PepsiCo

Very professional and knowledgeable. I had a great experience working with Craft Words organizing communications training for the Digital Impact Alliance. They customized each workshop to our specific needs and industry, and were adaptable as new things came up. Our team had a lot of fun during the sessions and learned new strategies and techniques for writing and presenting.

Arielle Diamond

Senior Communications Manager, Digital Impact Alliance (DIAL)

Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects.

Andrew Penfold

Digital & Content Marketing Manager, Security & Safety Things

Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’

Anita Stubenrauch

Author of Apple's Credo

Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet.

Ben Oliver

Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen

Craft Words patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them.

Alex Olmedo

Co-Founder, Fast-Track

Really friendly, talented and experienced copywriters. We’ve worked together on several projects for Nike EMEA and Global - extremely easy to collaborate with.

Jorge Cumbre

Unseen

Reliably supported our product teams with great copy, but also essential in setting up foundations for voice & tone and other content guidelines.

Hertje Brodersen

Head of Design ∙ Experience Strategist, Zalando

Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft.

Anita Stubenrauch

Senior Content Manager, Apple