Copywriting for Alipay+ website

Project description

Alipay+ is a mobile-first payment solution by Ant Group’s International Business Group that facilitates convenient cross-border payments.

As the in-house content strategist for Ant Group, I was tasked with the copywriting for Alipay+’s official website.

I was responsible for:

  • Copywriting

  • Stakeholder coordination

Challenges included:

  • Defining the messaging for a new brand

  • Getting stakeholders’ agreement

  • Finding a friendly tone of voice for a B2B brand

  • Fast-paced and ever-changing nature of the business

Workflow

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Wireframe with content outline

Copywriting

The Alipay+ solution serves acquirers, payment service providers, as well as digital wallet users. I started brainstorming for the slogan by exploring what Alipay+ can bring to each of our target audiences.

For merchants, Alipay+ enables them to “Say yes to every customer”.

For wallet end users, Alipay+ enables them to “Go places with your wallet”.

The project’s core team was made up of the project manager, branding manager, design team, and copywriter.

Together, we worked according to this process:

  1. Gather input from Alipay+’s business stakeholders

  2. Create website wireframe with content outline

  3. Copywriting, revising, and refining

  4. Get stakeholders’ feedback

  5. Put final copy, graphics, and interaction into a final draft for approval

  6. Get stakeholders’ approval

  7. Publish website

Slogan brainstorming

The main stakeholders were pleased with the outcome, and the business development teams have started using it to introduce Alipay+ to potential customers.

In order for our slogan to speak to both our business and consumer audiences, we got to the crux of Alipay+’s differentiating factor. Unlike traditional payment companies, Alipay+ began as a mobile solution. It’s a mobile-first solution, created by the company that revolutionised China’s mobile payment industry.

So the final slogan is: For mobile natives, by mobile natives.

Stakeholder coordination

As the copywriter and only native English speaker of the team, the biggest challenge was to get the stakeholders (the majority of whom are Chinese nationals) to agree with the website copy.

The strategies I used to win their trust include:

  • Making sure the copy conveys the same core value propositions that the business team has provided

  • Supporting content decisions with competitor research

  • Teaming up with a senior brand manager to use English and Mandarin to explain the rationale behind the copy

  • Providing safe and creative copy options