Overview
Urban Collection offers a fragrance range with a distinct, modern character. The brand wanted its website to sound like the collection itself and to be found by the people it was made for.
The challenge
The collection had a clear identity, but the website did not carry it through. Product descriptions were short and generic, so each fragrance read much like the next.
With little written content on the site, there was not much for search engines to rank or for new visitors to connect with.
Our approach
Define the voice
We put the brand’s positioning into a short set of messaging guidelines, so every page describes the range in the same confident tone.
Write product copy with character
Each fragrance got its own description, covering its notes, its personality and when to wear it, written to read well and to match how people search.
Build a content library
Blog articles explored fragrance tips, layering and choosing a signature scent, giving the brand topics to be found for beyond product names.
Connect content and products
Articles link naturally to the fragrances they mention, and product pages point back to helpful guides.
What we delivered
- Brand messaging guidelines
- Product descriptions for the range
- Blog content plan and articles
- On-page SEO for key pages
- Internal linking between blog and products
What this sets up
The aim was one consistent story across the site, so that whether someone lands on a product, a collection or an article, Urban Collection sounds like itself.
A clear message, a relevant audience and a connected digital experience. Each project starts with the business behind the brief.
Let’s move forward
What does your next step look like?
Let’s discuss your goals and shape a proposal around the work your business needs.