A no-fluff case study about the power of conversion website copywriting,
“My website began to rank for numerous keywords, with several of our pages appearing on the first page of Google
and some of them even securing the top position.
Furthermore, my website traffic was boosted, elevating brand visibility and generating leads.
Expertise was established, and customer engagement increased.
I highly recommend collaborating with Chrysanthi. Her skills, dedication, and effective communication
make her an invaluable partner.”
– Kathrin Vogel
Founder & Managing Director of Santorini Experts
A peek into the client’s business
Before we dive into the nitty-gritty, here’s a quick intro about the company.
Santorini Experts is a tour operator in – you guessed it – iconic Santorini!
They’re an established brand with 15+ years of true local expertise offering immersive tours across both popular spots and hidden gems on the island.
Meet them better 👇
Who wouldn’t love this kind of bespoke exploring experience?
Well, turns out…Everyone does!
The company boasts over 950 online reviews with a staggering 5/5 rating across all platforms.🤩
Talking about excellence and overdelivering!
The challenge we had to overcome
Santorini is one of the most sought-after destinations in the world.
And that can only mean one thing…
Fierce competition in Google search results.
Put simply, your SEO needs to be great or you’re a dead man walking!
(Unless you’re willing to spend a fortune on lead gen ads).
And since the project’s goal was to drive more organic leads to the website and turn them into customers…
I had to roll up my sleeves and create a holistic strategy!
Behind the strategy of this SEO copywriting case study
I bet you hate boring stuff.
So, to save you from yawning, I’ll skip the technical parts and give you a fun, easy-to-digest look behind the scenes.
1. Conversion-focused SEO website copywriting
a) Research, research, research!
One thing you should know about me is that I leave nothing to chance.
No shortcuts. No guesswork. (Please leave “wordsmithing” to someone else. Our bestie here is data!)
That’s why I always conduct in-depth customer research before writing a single word to uncover voice-of-customer insights.
For this project, I combed through nearly 1000 online reviews to shed light on:
- overlooked USPs (like seamless communication)
- real language guests use to describe their problems, hopes & tour experience
- ideas for resonant headlines
I could nerd out about this process for hours…
But let’s move on to the copywriting phase
b) SEO keyword research & website copywriting
With all the data in hand, I:
- identified the optimal focus and supportive keywords for each page &
- crafted tour descriptions that spoke directly to the brand’s ideal audience
→ Copywriting tip:
Write in present tense so readers feel like they’re already experiencing it.
And always sprinkle in a bit of storytelling magic.
Like this one 👇
2. SEO blogging strategy & blog writing
Up next comes blogging.
But not the “write, publish in the wild and pray it works” kind.
I’m talking about intentional, strategic content that aligns with each stage of the buyer’s journey.
An overview of the process
- I conducted a thorough competitor and content gap analysis to spot ranking opportunities.
- Then, I created topic clusters, found topics related to the business’s goals and did keyword research for each blog post.
- After that, I wrote highly informative, SEO-optimized content.
The result?
✨ Top Google rankings
✨ Thousands of website sessions
✨ Tons of new tour bookings
You can check out the live blog posts over here.
3. On-page SEO optimizations
Regularly publishing blog posts helps build topical authority and drive quality traffic to your website.
However, for maximum results, you need to constantly monitor and refine them where needed.
There are multiple reasons for that. But here are a few for your reference 👇
- Google loves (and favors) fresh content
- Search intent can shift over time
- Great content is only one part of the ranking equation
Kathrin is a very smart business owner, who knows an ongoing SEO investment is well worth it.
That’s why, for more than 1,5 years, we’ve been collaborating on a monthly basis.
Wondering what this retainer package includes?
Well, a combo of the following things:
- Internal linking
- Image optimization (like alt text + SEO-friendly title creation)
- Conducting SEO audits
- Tracking each key page’s performance
- Amending the blog posts by adding relevant content
- Keeping an eye on the competition
- And many more
→ Bonus: The perfect complement to the above services?
Running remarketing ads and a monthly newsletter!
Why?
Because they allow us to stay on top of the prospect’s mind and secure bookings!
Results that speak for themselves
And now, onto my favorite part.
Results time, baby!
During our year-long collaboration, Santorini Experts saw:
✔ 5x more organic impressions
✔ 10x more organic clicks
✔ 100% increase in organic website bookings
✔ 92 keywords ranking in the top 3 positions
✔ 50% of the total revenue coming from Google
And no. These stats don’t come straight out of my mind.
Here’s the data that backs them up:
Want a client-magnet website that ranks high in Google?
I thought you might!
Here are all the ways I can help you make this happen:
→ Subscribe to my newsletter for free website copywriting, SEO & marketing tips. Oh, once you do, you’ll also get
my homepage copywriting guide!
→ Book a website copy audit to ensure your site does its job, aka drive sales.
→ Hire me to write your website copy. But first, make sure you’ve checked how my website copywriting service works.