Website Copy
Interiors and Lifestyle Copywriter
Project Planning
Objectives
Create SEO copy for a brand new interior design website.
Provide SEO keyword strategy and competitor analysis to help optimise visibility and ranking
Craft all title tags, meta descriptions and HTML headers.
Starting with an in-depth report using SEMrush software, I identified key competitors, market positioning and core keywords based on service offers and location. To help improve Local SEO, I provided a list of nap citations for local business listings.
Using relevant keywords, together with Elisa’s unique brand voice, I crafted copy for the following pages, ensuring that it maintained a natural flow that captures the warmth of the brand:
Home Page, Our Philosophy, Working With Us, Meet The Team, Projects and Contact Us. The Working With Us page comprised seven branched services, including full-service interior design, spatial planning, window dressing, lighting solutions, home staging, colour consultation and room dressing.
Key Areas
Capturing Elisa’s unique brand voice and philosophy was crucial to the project’s success. As you would expect from a professional interior designer, Elisa wanted this to be ‘spot on’. I think this has been achieved and the client is happy with the finished result, which is the perfect blend of traditional English style with vibrant Italian warmth. Adding touches of Italian copy enhances the Italian flavour eg ‘ As we say in Italy "fatto su misura" (tailor-made for you)’. It was also important to highlight the bespoke aspect of the design service, tailored around individual personality, showcase Elisa’s unique retail collaborations and capture the diverse skillset of the design team.
The brand voice has been further reinforced through the newsletters and advertorial copy.
Working in tandem with website designers, we worked well as a team, with copy coming first and design second. This allowed me the flexibility to encompass the brand’s inimitable style.
“...(the web designer) was so impressed with your knowledge and felt really good vibes coming from your professional approach. I think we are onto something exciting here. ”
B2B Cheese Cutting, Packing & Import
Design Process
Objectives
This was a large-scale project to rewrite an outdated B2B website, aimed at the UK multiple retailers, food service providers and smaller independents, following some organisational changes and acquisition by an umbrella company, liaising with website designers Calm Digital. The new website was required to reflect those changes, adopting a contemporary feel, whilst retaining its traditional family ethos.
Challenges
Multiple layers and branches required careful mapping to ensure no direct repetition or overlap.
Starting from a clear brand voice, it was crucial to identify core messages ie reliability, flexibility and industry expertise with traditional roots.
Extensive breadth of services required a clear user-friendly format.
3-part scrolling banners were added to convey core benefits.
Key Areas
As a multi-layer website, it was crucial to streamline user flow without repetition.
The challenge was to balance the traditional, down-to-earth, family-friendly brand voice with contemporary copy content, whilst emphasising traditional values for which the company is known.