White Lady Funerals increases their ranking keywords by 43%
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White Lady Funerals is reshaping the conversation around death, with compassionate yet clear messaging that supports people through their most difficult times.
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.
InvoCare, the parent company of White Lady Funerals, approached us 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.
Reading one of White Lady’s funeral guides needed to feel like having a cup of tea with a close friend. So, using warm, inclusive language while still maintaining authority was crucial.
Thoughtfully crafted, compassionate copy
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 – carefully crafted to balance the nurturing language 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.
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Yes, it is possible to nail brand voice and appease the Google gods. We create compelling SEO copy that does both. Watch your pages climb the search rankings as we optimise every word for maximum visibility and engagement.
