43% increase in ranking keywords
The background
With over 35 years of service and 55 locations across Australia, White Lady Funerals is one of the first names that comes to mind when it’s time to plan a funeral. While this brand salience has served them well, White Lady Funerals underwent a repositioning to modernise both its visual identity and tone of voice to capture contemporary audiences and reinforce their position as a market leader.
The website had not had any professional copywriting attention for some time. The copy was long, formal and not optimised for SEO. There was an opportunity to bring the new brand positioning – developed by InvoCare and Interbrand – to life through helpful and comforting copywriting, focusing heavily on the ’Help & Advice’ content – the area with the greatest potential for SEO uplift.
The story
InvoCare, the parent company of White Lady Funerals, approached us in May 2023 to execute their new brand positioning through copy. This would involve a thorough SEO investigation, information architecture recommendation and a large-scale rewrite of the website, along with an overhaul of the print collateral at each White Lady Funerals location.
First, we dove into the data, crafting a new site map, SEO keyword strategy and content plan. We created 50+ pieces of content for web and print – all carefully crafted to balance the nurturing language that customers need during this difficult time with the technical, strategic language required to deliver outstanding SEO results.
We carefully studied the new brand guidelines and tone of voice, taking care to emulate the compassion and experience of the women who represent the brand every day. Reading one of the guides needed to feel like having a cup of tea with a close friend. So, using warm, inclusive language while still maintaining a sense of authority on the subject was crucial.
The result
An equally compassionate and informative website that fulfils customer needs and wins at SEO.
The new website copy has achieved a 43% increase in the number of high-ranking keywords – including a 15% increase in keywords in the top 3 position. Overall, we saw a steady 10% increase in organic traffic and a significant uplift in the volume of keywords in SERP features.