New Balance were in need of brand new, highly optimised product and category copy to sit across their entire UK site in order to improve their position in the SERPs. I was tasked with carrying out some initial work to provide tone of voice guidance for the brand, using audience data to help determine what this should look like. Once this was complete, copy production could begin; as well as optimisation, describing both the aesthetic and technical aspects of the brand’s products with utmost clarity was key. It was vital, too, that the brand’s unique and pertinent backstory be communicated across their site.
Making content accessible and useful to both readers and search engines is always a key consideration when it comes to product and category copy. In fact, projects like this really go to show that UX and SEO are becoming more and more intertwined, and neither can be ignored at the expense of the other. It was also essential for this content to be evergreen – which can be challenging when talking about certain products that may go out of production. For this reason, working closely with the teams at New Balance and having a solid editing process in place was essential.
new balance PRODUCT & CATEGORY SAMPLE COPY
tone of voice & web copy