Overview

We were tasked with creating monthly content for an industry-specific consumer business in the home improvements industry - an online tile shop - to flesh out the client’s website with timely, trend-led pieces of content, with a balance of helpful long-form guide pieces and short-form seasonal, style conscious copy to both rank well, assist in pushing customers down the sales funnel and create brand awareness.

Our work

On this occasion, we were asked to create a specific guide piece to offer information and expertise on the timeless appeal of Victorian Tiles. The customer steered us towards drafting a long-form post that gave readers plenty of context, a history of the style of these tiles, and helpful how-to’s for ways to incorporate Victorian Tiles within the home using modern replica tiles in both contemporary and traditional abodes. Our writer did a great job, executing the perfect blend of tone of voice, relevant information, inspiration and CTA’s. 

The result

The guide ranks very highly - at the top of page 1 for its core keyword - and we believe this is thanks to hitting the sweet spot of relevance, and helpfulness - answering user questions and offering plenty of expertise and information - as well as inspiration, that might prompt the reader into buying a sample… or perhaps more! The tile shop now has a well-rounded guide for Victorian Tiles to send potential customers to, for reference, and it offers lots of brand association. Paired with the company’s attractive site aesthetic, it’s a great guide to read and enjoy.