I’m so grateful to finally be getting regular projects coming in as a freelance content strategist. Only this week I have completed the first project for US based company selling authentic Scottish products.
The owners, who live in Idaho, have got Scottish ancestors and have repeatedly traveled to Scotland to visit their relatives. During many of their trips they had a chance to discover local specialties, including Highland teas, shortbread and various natural cosmetics made from fragrant lavender, geranium and heather.
Upon returning home they struggled to find similar products in US, therefore decided to introduce them stateside. That’s how the Naturally Scotland idea was born.
Andrew, the owner, has only launched the website few months ago, and as being new to online business and the SEO, he decided to reach for help of freelance content writers at Rock Paper Copy. We have thoroughly enjoyed this project – not only because we love Scotland, the heather clads valleys and the lavender scents but also because we enjoyed the process of finding the right tone of voice and branding for this specific niche.
We started our work from research – first we established the best performing long tail keywords for Andy’s niche, which we have then implemented throughout the site.
We have used them in several places, from individual product’s titles and descriptions, to meta titles, image alt tags and online content. We have changed the navigation, simplifying access to all necessary information reducing customers’ purchasing journey and therefore improving conversion.
We have re-worded the About Us page and Shipping page giving Andy right branding suitable for his target market – chic middle class women in their 20s and 30s.
Removing the ‘Ancestry’ page was also part of the project – while a lovely idea, it took away the attention from the main goal of the shop – selling. Tracing the ancestors online is a great way to keep customers online – yet it needs to be implemented carefully in order not to engage customers in a way that can be damaging for online sales.
We have also completely transformed the homepage, removing an original Scottish coastal image and replacing it with more suitable lavender picture showing visitors what to expect right away – natural herbal goodness and a clear call to action: ‘Shop Now!’.
The featured products on a homepage have been replaced with the latest arrivals, sorting the products out according to the image size and the background image.
Product descriptions re-writing
In a final stage, we have re-written each product title and description using bullet points to give customers all necessary info in a clear and direct manner. Every product also has fully optimized meta title and description written with their final Google display in mind.
SEO and 301 re-direct
301 re-direct (as Andy has two domains for his site) ensured Google won’t read both domains as two separate websites with duplicate content (a big no-no!). Linking each social media sites to open in a new window was a final touch and by then the project was complete.
Overall it took us a big part of 2 days to transform and unify Naturally Scotland, to Andy’s praize and a 5-star feedback. Bring one more projects like that!