CASE STUDY: CHIRZ
Website copy analysis for Chirz
A UK-based free-spirited (pun intended) web platform for restaurants and hotels that pairs wines, cocktails & spirits (but mostly wines) with the right dish on the menu.
Industry: B2B SaaS
My role: To write copy for their website launch in collaboration with a UK-based design agency.
The overview
Chirz is a wine-pairing platform that helps its users pair the right bottle of wine with the right meal on the menu.
For restaurants and hotels, it’s a “sommelier in your pocket” that helps them sell more wine bottles. For diners, it’s a quick and easy way to get expert recommendations straight from their phone (and impress whoever they’re dining with).
When Matteo, the founder of the design agency I was partnering with, brought me on board to write the copy for Chirz’s website, I knew it would be a fun project to work on!
The challenge
After the initial stage of getting extremely familiar with the brand, the solution, and their audience, it was clear to me that I needed to write copy that captured the contrast between Chirz’s lighthearted & technical nature while clearly explaining the purpose of the platform and its unique value proposition for the hospitality industry.
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Another challenge we faced was that Chirz had two separate audiences: restaurants and hotels using the web platform for their staff (B2B) and restaurant-goers (diners) using the mobile app (B2C). We had to somehow find a way to speak to both audiences.
My approach
My job for Chirz was to write the copy for the entire website. Using my Make Waves, Get Sales System, I created copy that nailed its core message and gave the brand a bold, one-of-a-kind voice.
Here’s how it all came together.
01
Break the Boring
I started by stripping away the boring tech talk and B2B jargon to uncover Chirz’s true personality and message. What was missing? A clear, emotional connection and character. After digging deep, it became clear that Chirz fit perfectly into The Jester brand archetype. I wanted the copy to lean into playful puns (like “Chirz to that!”) and a lighthearted tone that brought out the fun of drinking wine.
02
Make Waves
After a deep dive into our target audience and their pain points, I identified Chirz’s core message: to help restaurants and hotels sell more wine by equipping their waitstaff with an easy, on-the-spot sommelier solution. Chirz wasn’t just a tool—it was “a sommelier in your pocket” or “a go-to digital sommelier.”
03
Ride the Current
I turned the insights into personality-packed copy that highlighted Chirz’s Jester nature and clearly communicated the benefits of the platform for the hospitality industry. To solve the 2 audience segments problem, I added a section on the Our Platform page to list the benefits of different segments of Chirz’s target audience (restaurants, hotels & diners).
04
Measure the Splash
The new website copy for Chirz was inserted into the design Matteo’s team has created and became the backbone of Chirz’s bold new digital presence. It nailed Chirz’s value proposition for restaurants and hotels while injecting a playful, unforgettable personality.
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The result? A brand voice that cuts through the noise and sets Chirz apart in the crowded hospitality tech scene.
The final results
Before my copy
→ A generic, jargon-filled message that lacked personality
→ Confusing positioning that failed to explain the app’s unique value
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→ A brand that blended into the tech crowd
After my copy
→ Fun, personality-filled writing that captures Chirz’s lighthearted nature
→ A sharp, compelling value proposition that positions Chirz as “a sommelier in your pocket”
→ A digital presence that breaks through the noise with a clear value proposition & word puns