I was approached by Enhanced Flooring in the UK to create new and engaging content for their revamped website. The client wanted to incorporate keywords naturally throughout the website, but he didn’t want the copy to feel too ‘salesy’.
My first task was to research the sector. The client wanted to focus on commercial flooring, so I spent a day researching the various types of flooring currently being fitted in the UK’s offices, warehouses, kitchens and workshops.
I also had to learn a little about the fitting processes involved and the various benefits associated with different flooring types.
But my biggest weapon was the competition. Who’s at the top of SERPs for “commercial carpet fitters” on Google? What are they doing? What keywords are they using? How are they communicating their brand values?
As a UK-based copywriter, I firmly believe that imitation is the sincerest form of flattery. Of course, just copying what competitors are doing would be completely counterproductive. But why reinvent the wheel. Someone has hit upon a winning formula, and it’s my job to work out which aspect of that formula will work for my client.
I started by writing a rough draft. The client came back with a few ideas and revision requests. Admittedly, I had misunderstood a few aspects of the fitting processes involved. And I’d taken a few liberties with regard to the benefits of carpet in offices!
But copywriting is all about collaboration with the client. The copy went back and forth between us both — several times. But after a couple of weeks, we were both happy with what we’d created together.
The proof of the pudding is in the eating, of course. The client wants to hit page one of SERPs for keywords related to ‘commercial floor fitters. At the time of writing this, Enhanced Flooring was regularly reaching page two. But these things take time!
Enhanced Flooring was a great client. Together, we crafted content that was both informative and optimised for search engines. But don’t believe me — take a look for yourself!
Like what you see? Reach out via email at malcolm.cox@contentable.biz or give me a buzz on 07368268506.
