Beautifully Crafted Furniture

Problem

After years of success in the German market, this modern homewares client wanted to expand their reach into the USA. Unfortunately, communicating the brand values and language in English, rather than German, would take more than a copy and paste into Google Translate.

The US site was littered with awkward phrases and the brand messages were confusing and unclear. The client needed to get its message across in a way that would reflect who it is, what it stands for and how key sustainability is to the furniture it makes.

Solution

Working closely with an international team, we spent time looking at the core beliefs and values of the brand as well as its competitors and customers. This gave us insights into the key messages to put across and the stories to tell.

After creating a master document to collect and define these thoughts in one place, we went on to write web copy, including product descriptions, category pages and an about page, as well as a set of SEO-optimised blog posts based on competitive keyword research.

This document, plus all the examples of copy we’ve since written, has created a foundation for any creative or writer to come into the business and pick up the reins to take the brand forwards.

The client’s USA site launched at the start of this year, taking its position in the furniture market as beautiful, sustainable and affordable.

“We recently collaborated with The Stitch Writer & Co on a number of projects and have had a very positive experience. We were impressed with Martha's professionalism, her ability to understand our target audience, and were pleased with the quality of work delivered. We would not hesitate to recommend The Stitch Writer & Co to anyone seeking skilled and reliable writers and look forward to more opportunities to work together in the future.”

Róisín Dunne from Mobello