Website Copywriting
Copywriting for Interior Design & Lifestyle Brands
Elisa Interiors - Interior Design
Case Study - New Interior Design Website
The Challenge
Create compelling website copy for an established interior designer's first online presence, capturing her unique Italian-English design style while driving local SEO performance.
My Approach:
Developed a comprehensive keyword strategy using SEMrush, balancing local Yorkshire SEO with unique design-specific terms
Conducted competitor analysis to identify content gaps and opportunities
Created copy for 9 distinct service pages, each optimised for specific search intent
Provided NAP citation guidance to strengthen local visibility
Key Considerations:
The heart of this project was capturing Elisa's distinctive brand voice - a vivacious Italian warmth combined with professional integrity. I extended this voice consistently across:
All website pages
Monthly newsletter campaigns
Harrogate Living magazine advertorial
I successfully conveyed the company's holistic design philosophy - that interiors should engage all senses and nurture wellbeing.
Results:
The web designer was delighted with the way I worked, my professional knowledge and collaboration with the web designer.
Statistics - Elisa Interiors
Within months, this brand new website claimed between 3rd & 5th organic ranking for its targeted keywords & locations—significant progress in a competitive market dominated by established designers & industry giants.
“...(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. ”
Byron & Byron - Luxury Curtain Pole Company
Copywriting for Website
Case Study - Luxury Curtain Pole Company
The Challenge
Transform the digital presence of an established luxury B2B trade brand, renowned for its reputation and brand recognition, but lacking organic search visibility. Although industry experts and suppliers to many prestigious UK and international residence, the company's website relied almost entirely on branded searches with minimal organic traffic from product-related terms.
My Approach
Discovery & Brand Immersion
I began with a factory visit to Byron & Byron's North London showroom and workshop. Witnessing firsthand their artisanal process, including signature multi-layer painting techniques and specialist finishes, provided authentic insights that informed every piece of copy. This deep understanding of their handcrafted techniques became the foundation for content that allowed me to capture their premium market position.
Strategic Research & Planning
Using SEMrush, I conducted comprehensive keyword research and market analysis to identify opportunities for organic growth while maintaining the brand's luxury positioning. Research revealed significant potential in product-specific searches where the brand had no presence, despite its industry leadership.
I developed a strategic keyword architecture that balanced:
High-volume product searches requiring immediate attention
Niche technical terms establishing expertise
Trade-specific language supporting B2B positioning
Emerging trends in luxury finishes and smart home integration
Content Development
Scope: 44 pages of SEO-optimised website copy, each carefully crafted to:
Maintain the brand's premium voice and heritage story
Integrate keywords naturally without compromising luxury tone
Support the customer journey from discovery to trade registration
Establish technical authority in specialised areas
Help client’s easily find products based on style and popular search terms where previously they relied solely on collections
Key Considerations
Brand Voice Excellence
The core of this project was preserving Byron & Byron's position as connoisseurs of luxury wooden curtain poles. Every page balanced SEO requirements with the sophisticated tone expected by interior design professionals and integral to this brand. The copy celebrated four decades of entrepreneurial excellence while incorporating modern search terms.
Technical SEO Implementation
I structured content with semantic HTML hierarchy, ensuring each page had:
Strategically crafted title tags and meta descriptions
Keyword-optimised H1 and H2 headers maintaining natural flow
Body copy that addressed search intent while capturing the brand story
Internal linking architecture supporting the user journey and SEO value
Market Differentiation
The copy positioned Byron & Byron distinctly in the luxury B2B space, emphasising:
Bespoke capabilities and custom finishing services
Heritage craftsmanship with modern innovation
Trade-exclusive benefits and professional partnerships
Premium materials and artisanal techniques
Extended Project Scope
Beyond the main website, I expanded the brand's content through:
Trade Magazine Advertorial: Crafted compelling editorial content for industry publication
Sister Brand Development: Created SEO website copy for Cov-A-Blind, maintaining brand synergy while targeting different market segments
Future Expansion: Currently nearing publication, an additional 25 pages of branching content to strengthen product discovery and deepen SEO foundation
Results & Impact
The project successfully:
Established a robust SEO foundation while preserving luxury brand integrity
Created scalable content architecture ready for continued growth
Positioned the brand competitively in organic search while maintaining trade exclusivity
Developed a comprehensive keyword strategy addressing immediate needs and future opportunities
Provided a comprehensive directory of easily searchable products
Professional Collaboration
Working closely with a local web designer, I ensured seamless integration of copy with visual design. The collaborative approach resulted in a cohesive digital experience that serves both the brand's premium positioning and SEO objectives.
Client Benefits
This transformation positioned Byron & Byron to:
Capture organic traffic from non-branded searches
Strengthen their digital presence in the luxury trade market
Build a foundation for sustainable organic growth
Better serve their clients with their comprehensive range of searchable products
Project Status: Phase 1 Complete | Phase 2 nearing completion
Deliverables: 44 copy pages written and optimised in total
Additional Work: Magazine advertorial, sister brand website
Statistics - Byron & Byron
Within 4 weeks of updates, organic traffic increased by 19% & rising—with 25 additional product pages recently launched, indicating strong growth trajectory. The company appears 14 times in Ai citations, indicating frequent appearance in Ai-powered content.
“We had the pleasure of working with Jane on improving the copywriting of the Byron & Byron website and Cov-A-Blind. She was amazing in every aspect; we especially valued the excellent collaboration and clear communication throughout the process… ”
Cov-a-blind - Revolutionary blind cover company
Copywriting for Website
Case Study - Revolutionary Blind Company
The Challenge
Transform the digital presence of a patented, first-to-market product with no direct competitors. Cov-A-Blind was looking to establish search visibility by targeting problem-aware audiences while clearly communicating its innovative installation system to drive conversions.
My Approach
Discovery & Product Understanding
I began with an on-site factory visit to gain hands-on understanding of the product. Witnessing live demonstrations across different blind types provided crucial insights into the product's simplicity and versatility that informed authentic copy development.
Strategic Research & Positioning
Using SEMrush, I identified opportunity gaps in an untapped market. My research focused on:
Problem-based search queries
Installation-focused searches
Renter-friendly solutions
Customisation opportunities
Content Development
Website Rewrite & Optimisation
Delivered comprehensive website copy that:
Positioned the product as an innovative solution to a common design problem
Built authority through industry expertise
Integrated keywords naturally while maintaining an approachable tone
Created clear pathways from problem awareness to purchase
Key Page Developments
Established trust through founder credentials and industry heritage
Emphasised versatility and universal compatibility
Highlighted unique customisation services
Featured sustainable practices and materials
Strategic Implementation
Conversion Optimisation
Addressed specific customer pain points
Emphasised ease and speed of installation
Highlighted professional results achievable by anyone
Built confidence through UK manufacturing and family business values
Customer Journey Mapping
Structured content to support users from problem identification through to purchase.
Extended Scope
SEO blog article strengthening search foundation
Ongoing marketing content development
Collaboration with a Shopify specialist for optimal implementation
Results & Impact
The comprehensive rewrite successfully:
Established search presence for a previously undefined product category
Created clear messaging resonating with both DIY and professional audiences
Delivered a user experience that simplified the journey from discovery to purchase
DeliverablesComplete website copy rewrite
Strategic keyword research and implementation
SEO blog article
Product differentiation messaging
Clear conversion-focused CTAs
Project Status: Nearing Completion | Ongoing content development
Collaboration: Worked with Shopify website design expert
“Jane delivered high-quality, professional work, always meeting deadlines—and even knowing when to gently push us to keep things on track. It was a real pleasure working with her, and we are very pleased with the results. We wholeheartedly recommend Jane’s services without hesitation”