What the business needed
A small non-alcoholic wine range needed to answer buying questions for German and French customers.
What the team worked on
Articles, comparisons and buying guides answered product questions developed with the owner, and linked readers to relevant products. Website fixes were passed to the implementation team.
Make product knowledge useful
The small catalogue was supported by helpful articles rather than many thin category pages.
A route from answer to product
Articles linked readers to relevant products once the buying question was answered.
Working with the implementation team
Developers handled duplicate page addresses, filters and routes through multi-page product lists.
What changed in the reported results
Skalum reports German Google Search Console clicks increasing from 64,000 to 76,500 and French clicks from 22,800 to 29,600 in consecutive six-month comparisons. Exact dates are not supplied. The results reflect the wider agency programme.
Source: Skalum’s original case study ↗. A concise, attributed summary of team work. Development was a separate discipline; historical results do not predict another project.
What this could mean for your business.
A small product range does not need dozens of empty categories. I would look at what customers ask before buying and which questions your existing pages leave unanswered. You bring the product knowledge; I turn it into a content plan and useful copy, with links to the relevant products.
Let’s look at your website.
Tell me what you sell and what you want to improve. We’ll work out whether you need an audit, a few page updates or ongoing help.
Preview: contact details will be added before launch.