Website Copy
Interiors and Lifestyle Copywriter
Project Planning
Objectives
This project focused on crafting website copy for a new interior design website in Harrogate, including SEO keyword strategy and competitor analysis to help optimise visibility and ranking providing all title tags, meta descriptions and HTML headers.
I began by collating keywords based on location and key core services and created an in-depth report that analysed key competitors and market positioning. In addition, I provided a list of nap citations for local business listings to help promote Local SEO.
Using identified keywords, together with Elisa’s unique brand voice, I crafted copy for the following pages, ensuring that it maintains 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.
Challenges
Working from raw diagrams, I was challenged with separating the service areas into a logical sequence that was easy to navigate on the website and to showcase each of the services succinctly with a clear call to action.
Key Areas
Capturing Elisa’s unique brand voice and philosophy was crucial to the project’s success. As you would expect from an 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 the diverse skillset of the design team, with Valentina providing the harmonious balance of Yin versus Yang.
The brand voice has been further reinforced through the newsletters and advertorial copy.
Working in tandem with Elisa’s website designers, we successfully worked as a team with copy coming first and design second. This allowed me the flexibility to encompass the brand’s inimitable style.
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This was a large-scale project to rewrite an outdated B2B website, aimed at the UK multiple retailers, food service providers and smaller independents, following some organisational changes and acquisition by an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 needed to reflect those changes and adopt a contemporary feel, whilst retaining its traditional family ethos and history.
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, ‘UK northern’ brand voice with contemporary copy content whilst emphasising traditional core values for which the company is known.