CRAFTING COPY

CASE STUDY: COPPER & SILK

Web copy | Blogging | Product descriptions

Copper & Silk are high-end lighting brand and lampshade maker based in Kent.
They design and manufacture every piece by hand with craftsmanship that is second to none.

client brief

• Communicate brand essence consistently online 

• Incorporate search engine optimisation (SEO) across the website
  

Blogging

Copper & Silk needed to raise their profile in the competitive interiors market, as well as engage their customers to increase sales.

I was keen to set up a blog for them to highlight trends, enrich the brand and help increase search rankings for their e-commerce website. See below for a sample of what I wrote for them.

Sample copy

As Elsa Schiaparelli would have told anyone, the best pink is a shocking pink, and we’re inclined to agree with her. Since we launched our Hot Pink douppion silk in December, our more adventurous clients can’t get enough of it. In fact it’s set to become the statement accent shade in interiors this year. But how to use Hot Pink without going overboard? The temptation with such a bold shade is to make a bold statement.

Vivid colours like Hot Pink chime help to brighten the home after the drab greyness of winter, and can invigorate a tired space with very little effort required. They are also irrepressibly upbeat, which (although perhaps not for the fainthearted) can bring a real sense of cheerfulness to a drab space.

Still, subtlety is possible. Try a pop of colour on small feature items, or maybe limiting your Hot Pink accents to low-key areas, such as shelves, or the lining on a pendant light.

Balance is the key to pulling off any statement interiors trend; it’s the trans-formative element that makes a hot new look timeless and unique to you. Alternatively, if loud colours turn you off completely, pastels are always there to save the day. Pastel pink highlights teamed with stark black or a soothing dove grey keeps things on trend without being too overpowering or girlish. Teamed with sobering neutral tones, pink is highly sophisticated, so perhaps experiment with it in an unexpected room, such as a study or entrance hall.

So what do you think? Will you be brightening your interiors with a burst of summery hot pink, or is a pastel palette more your style?

Website copy

Working closely with their founder at each stage, I adapted the tone to showcase their high-end craftsmanship, without losing the family atmosphere of the company. The result was an engaging, friendly tone, in-keeping with their helpful customer service.

I wrote long-form SEO web copy designed to rank organically in search engine results. Each piece of copy was subtly peppered with carefully chosen keywords, designed to drive traffic to their website.

• Ranking on Page 1 of Google search for all long-tail key phrases

• Over 1000 hits of relevant traffic per day

• Increased traffic led to a 66% increase in sales (26% over target)

• Established Copper & Silk as major players in the interiors community

• Lead to collaborations with Ptolemy Mann and A Rum Fellow

• Lead to press with and features with House & Garden and House Beautiful USA

• Now a regular stockist for Loaf, Heals and Soho House worldwide

Product descriptions

Copper & Silk make over 70,000 variations of custom lampshade, so they needed a lot of product descriptions! Due to the bespoke nature of their products, each listing required a unique description that reflected the lifestyle of their customers.

• Written with in-depth descriptions for each product

• Optimised each description SEO-friendly copy

• Added carefully chosen keywords, designed to drive traffic and sales