LUA

Skip to work sample ↓
My Role Senior Copywriter at
Client

Wrote the landing page for earphones whose charging case doubles as a speaker.

Deliverables
Landing Page

Key Results

33% Landing-page conversion
LUA
A man with a LUA earphone in his ear holds the speaker charging case up to his chin, listening with his eyes closed.

My Best-Converting Page

LUA had already funded at home in Korea. The Western launch started from an empty email list.

What I delivered
  • Landing page for lead generation
  • Pre-order storefront

The page I wrote

The waitlist build of luabeats.com pointed every section at a single ask: an email before launch.

luabeats.com
The luabeats.com waitlist page: a dark LUA 2-in-1 hero with black earbuds, the line “Powerful Hi-Fi Speaker is the charging case for Truly Wireless Earphones,” and a “Join Waitlist” button. Below it, a “Hurry, Launching Soon!” band offers a $109 launch-day deal (45% off $199) over a 99%-claimed meter, an email field, and a “Sign Up” button. Feature cards for “High Fidelity Sound” and “Rain or Shine Jams” follow, then “Feel the Bass” and the top of “40 Hours of Playtime.”
The result
100 visitors in 33 signed up
Visitors
luabeats.com

33%of visitors signed up before launch

The storefront those signups met is preserved below. The walkthrough covers what I wrote ↓

LUA site nav with a JOIN WAITLIST button.
LUA 2-in-1

Powerful Hi-Fi Speaker
is the charging case for
Truly Wireless Earphones

With aptX CD-quality Bluetooth 5.0, your music is never hampered down by the compression or distortion that can plague wireless audio.

$109 — 2-In-1 Earphones + Speaker. Includes 3 kernel tips, USB-C charging cable and User Manual. PRE-ORDER NOW. Ships December 2020. Lifestyle photo of the case and earphones with two callouts: the High Fidelity Sound card, with its paragraph set beneath the heading; and Rain Or Shine Jams — With IPX6-rated water resistance, LUA can resist heavy, high-pressure sprays of water. What's a little sweat or rain?
Feel the Bass — Get ready for the kick drum. With no compromise to the middle or high frequencies, quality 6mm drivers power serious bass that you can only expect from ultra-premium earbuds. Photo of a man wearing a LUA earbud. 40 Hours of Playtime — A 90 minute fast charge with the type C connector gets you 40 hours of earphone playback time. Photo of a man and woman wearing LUA earbuds. Crisp & Clear Calls — With noise cancelling technology, Lua isolates your voice from the noises around you. With Lua, you're always heard loud & clear. Photo of a woman wearing a LUA earbud.
Won't Fall Out — Lua's next generation in-ear design features a kernel type fit, tested relentlessly to ensure they stay put. Photo of a man's face wearing a LUA earbud. Three icons: Devices Pair Independently, Instant Auto Pairing, Convenient Touch Controls. Share Your Music / Not Your Earbuds — Your charging case is a high-power, 90 ± 3dB bluetooth speaker.

The best speaker is the one that’s with you. Anywhere you take your earphones, you’ll have a portable speaker ready to go.

Photo of the open LUA case among lifestyle items — sunglasses, a lipstick, a lighter, a book, a miniature vodka bottle — with an inset of the speaker slipping into a leather bag. Bass On the Go (Or in Your Ear), with its paragraph set beneath. 5 Hours of Speaker Playtime — No matter how you listen, the party's never over with LUA. Two pictures: the speaker case on a field of rippling lines, and the case and earbuds on a white table beside a plant, a candle, and a book, with an inset of the speaker on a kitchen scale reading 80. It's Loud — Rated at 90 ± 3dB, what you hear is hardly what you would typically expect from a speaker so compact. It's Light — At just 80g—or 72g without the earbuds—Lua gives you a truly portable speaker you can take everywhere.
All Day, All Night Battery — Lua packs enough juice to charge your earphones up to 8 times before refueling via USB-C. 40 Hours Earphone Playback. 5 Hours Speaker Playback. Beside it, a video frame of hands holding the speaker case.
Reviews From Real Testers. 'The speaker sound was quite strong. It will be great to take along with me for my upcoming summer vacation. I liked it even more after seeing LUA in person and I really want to get my hands on it as quickly as possible.' – Eugene Kim. 'Went to the exhibition and got the chance to actually test out LUA. While listening with the earphones on, I felt like the fit in my ears was solid and quality of the sound was smooth. No doubt this is a best deal!' – Mark Noh. What's in the Box — Each LUA order comes with a pair of TWS earphones, the hi-fi speaker that is also a charging case, a charging cable, three kernel tips and an instructional manual, with a flat-lay photo of the box contents. YouTube video 'Set up : LUA' captioned Go to the settings for Bluetooth and make sure that Bluetooth is on. Simple Set Up — Install: Plug in the Pieces. Setup: Pair with the App. Use: Configure and Control.
The LUA Team — Learn More. Three team photos: Hae Min Yaang, CMO/Design Marketing Officer; Yeong Jin Jeon, CEO/Technology & Manufacturing; David Kim, Head of Overseas Business. Renowned Recording Artist, Skull — SKULL: Having pushed the boundaries of conventional music, Skull pioneered the introduction of Reggae within South Korea to great success with transcendent hits that have cemented his authority within the genre. Now he's pushing the boundaries of audio, bringing an experienced ear and industry insights to the LUA team to develop another winning hit. Photo of the artist.

Pre-Order Page

What I wrote and why.

The 2-in-1

The 2-in-1 lockup was my concept: an earphone and a speaker glyph sit under the number, with a plus sign between them to land the product's premise.

The two halves of the product are bold, each on their own line. The words joining them are light, so even a skim reads speaker, then headphones.

I chose the moving render. LUA was hard to describe in a line but clicks the moment you watch the buds and case become one object.

Specs Written as Sensation

The spec is translated into something an ear can sense — a drum hit. The driver size sits underneath.

Battery

It was the pre-launch survey's loudest worry — a speaker and earphones in one compact case invited doubt — so 40 hours is on the page twice.

The Social Argument

The 2-in-1 gets its emotional case: the point of a speaker in your pocket is other people.

Credibility Before Checkout

Three named faces with titles show there are real people behind the product.

A recording artist's ear on the team is a claim no spec sheet can make.