The brief
Wulan was selling locally but every English-speaking customer asked the same six questions before buying. The brand voice was strong in Bahasa Indonesian, but the English site read like a Google-translated catalog.
What I did
Founder interview, rewrote 12 product description templates, built an FAQ that answered the six questions before they were asked, and rebuilt the About page around the maker story instead of the materials list.
Result
Conversion rate on the English product pages roughly doubled in the first 60 days. Wulan said the new copy 'sounded like her actual voice in English' — which is the only review that matters.