EliseAI
What is EliseAI?
EliseAI is a New York City-based tech company that aims to modernize the leasing experience through artificial intelligence. Elise’s advanced AI assistant uses natural language processing and machine learning to respond to renter’s requests and questions 24/7 and help property managers manage prospect interactions across various channels and properties.
EliseAI Website Redesign
What was my role?
I contributed as a freelance Content Designer and Copy Consultant, working directly with the members of the Design Team and EliseAI’s content marketing manager.
What was the goal?
Collaborate with the Design team to craft copy for the EliseAI’s new website that is concise and consistent with EliseAI’s brand voice, provides a better understanding of EliseAI’s products, and highlights the value that an AI leasing assistant provides for both onsite leasing teams and renters.
What were the challenges?
Understanding EliseAI’s target audience and how they would ideally interact with this site. What are their roles and objectives, what problems do they face, and how is EliseAI uniquely positioned to help solve those problems?
EliseAI is still a small startup, so there wasn’t much documentation around brand voice and style, so it was vital for me to have conversations with designers in order to determine what tone felt appropriate and what values to emphasize.
This was EliseAI’s third time revamping their website, but I didn’t have much insight from the team about what wasn’t working in the previous versions of the site and how they wanted to iterate and improve on existing copy.
The timeline for this redesign was ambitious — with a start date of mid-October 2022 and completion slated for early January 2023. As a freelance contributor, it was necessary to divide the project up into stages, with regular check-ins to ensure we were on track to finish by the desired date.
What did I do?
First, I met with a designer to talk through the scope of the project and answer important questions that would inform my process:
What is the ask? What am I responsible for?
When does this project need to get done? Who are the other stakeholders?
Who is our audience? What tone we need to strike to connect with our audience and capture their attention?
What is the value that EliseAI offers? What are the most important aspects of each product to emphasize?
What sort of action or engagement do we want to encourage?
Then I began drafting copy using the following as a guide:
Understand the pain points of EliseAI’s audience (leasing teams and renters) in order to craft copy that emphasizes solutions (such as saving time, seamless integration, faster response times, and better experiences for renters)
Draft copy that is accessible and isn’t overly technical, that way prospective clients who might not have heard of EliseAI can easily understand the product and its value
Use knowledge of EliseAI’s product suite to describe the impact, scale, and benefits of adding EliseAI to leasing teams
I would complete a rough draft of copy for each section of the website, then meet with a designer for review. The feedback I got consistently was to make the copy more concise — users skim content for vital information and the team wanted to avoid overwhelming people with text and focus on illustrating Elise’s capabilities through demos, metrics, and visuals.
