Our challenge was to revamp the product copy across AXE’s full portfolio to support the brand’s 2020 product and purpose relaunch.
The copy needed to be optimised for search, be aligned with their new, and more inclusive, brand purpose, and showcase their new product features.
We conducted keyword research to ensure all copy incorporated consumer language and addressed their needs directly. We restructured and reworded the copy to align it with SEO and ecommerce best practice.
We updated the claims and infused the copy with AXE’s new purpose, brand personality, and tone of voice.
Following optimisation, organic traffic to product pages saw a 16% increase – receiving a total of 50k sessions. The site ranked on the first page of Google results for 10% more product keywords – 389 terms.