Email: hello@charlottechowconsulting.com | Tel: 07429 109 526

Case studies

Copywriting & Content Strategy Services

50+ companies. 4 sectors. 3.5m+ revenue generated through content.

4x conversion rate & 300% traffic boost for Carphone Warehouse

Carphone Warehouse asked me to review the style, structure and SEO optimisation of key website areas, with the main goal of increasing traffic and boosting ROI.

Working together with the brand team, the manufacturer reps and the sales team, I devised a new, audience-centric style and structure for the coming soon blog, product pages and FAQs that drove conversion-focussed traffic.

The result was a massive uptick in traffic and a significant improvement in conversion rate.

I helped Vision Direct overhaul their website structure, implement a revised SEO strategy and redesign their content, boosting traffic & conversions.

At the same time, I reviewed their social strategy and PR approach, defining new creative campaigns that helped boost awareness and increase demand.

The result was a massive uptick in monthly revenue, driven partly by Vision Direct securing and holding position 1 in Google for the primary term "contact lenses" thanks to a lot of hard work on content design & copy.

Rezatec asked The Brains to review the style, structure and approach for their LinkedIn content marketing campaigns and assets.

As the senior content consultant, I started with their niche B2B SaaS audience as a base, I analysed the competition, the market and their brand goals, before defining several new approaches to test on LinkedIn, each with its own personalised content asset that would be used as a hook to capture prospective clients' details.

After a test & learn period, the result was a significant uptick in content-driven revenue and a lower CPL from social marketing.

Harley Street Fertility Clinic wanted to drive awareness and increase traffic to through SEO and content optimisations.

After examining their customer journey and where the majority of traffic was coming from, it became clear that their client stories blog was an untapped goldmine, and that if we could turn it into a revenue-driving asset, we could help the client reach their growth target.

Analysing the competition, the client base and the offering, I devised a new blog strategy that significantly increased traffic and backlinks. The Brains handled implementation of the marketing campaigns.

Website optimisation, content strategy and copy for Vision Direct

Lead generation strategy, LinkedIn copy and lead magnets for Rezatec

Blog strategy and copy for Harley Street Fertility Clinic

In focus:
Fraser Hart website restructure

Increasing priority product revenue with a slick new customer journey.

Fraser Hart needed support in determining the best customer journey and content experience for their luxury watches category.

As an important part of their overall portfolio, luxury watches had a distinct customer type that needed a stylish, audience-appropriate look & feel, and enticing, conversion-focussed copy.

I worked together with Gunars, a highly-experienced UX consultant, the Fields internal team, and The Brains, to design and implement a powerful new conversion journey with revised, conversion-focussed copy.

We carefully reviewed the existing structure of the luxury watches category in the context of the wider Fraser Hart website and the Fields group of sites.

Through a series of collaborative workshops with the Fraser Hart sales and marketing teams, we determined the client base for luxury watches and examined the market & competitors to determine what content they'd be expecting to see.

I collaborated with The Brains on SEO content strategy, analysing existing content structure and identifying where copy could be enhanced, added or redesigned to help Fraser Hart rank better and convert more potential clients.

We mapped the ideal customer journey for Fraser Hart's luxury watches category, and I produced a variety of content samples and structures to demonstrate how the site could be optimised for SEO and customer experience.

Design and branding was overlayed, and final tweaks were made to content layout and copy.

The entire project took six weeks at discovery stage, and an additional three months at implementation stage, due to the sheer amount of pages that needed restructuring, re-writing and creating from scratch.

Improvements to the styling, copy, features and functionality of the luxury watch section led to a significant uptick in traffic and conversions for the client.

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