Copywriting for case studies, SEO & PR

London-based illustration agency Handsome Frank works with artists and brands from all over the world. The company wanted to generate demand for illustration projects from target vertical markets including as advertising, drinks, FMCG packaging, publishing, editorial and real estate.

To achieve this, Google SEO was identified as a priority. Existing search traffic was analysed and  new target keywords lists generated and analysed for search volumes across target countries including UK, USA, Canada, Australia and Singapore. Keyword rich landing pages with plenty of imagery and internal links were then created to showcase the agency's relevant past projects. These were not only used to generate organic SEO traffic, but some were also used for PPC campaigns targetting the keywords identified. Examples include: 

• Illustrated murals

• Illustrations for magazine covers

• Book cover design & book illustration
  
  
  

To showcase and celebrate the fantastic success of The Green Society, a selection of clients were approached for testimonials and case studies. This was identified as a valuable way to also attract new business and reinforce the company's credibility. 

• Luxury hotel adds a sustainable touch to their guest experience

• Icely Done Drinks builds sustainability into their business

• Valimex reduces plastic waste for Michelin star ingredients

• Trinity Tea makes the grade for London's most luxurious hotels

• Case study: BilBa Clinic, London 

• Case study: Freda natural & organic period care products

• Case study: Park Globe facilities maintenance & management

• Case study: Healthshare Clinic West London (The Riverside Clinic)

A combination of desk-based research, collaboration with in-market colleagues and publishing agency to create and enhance a broad range of case studies. A particular emphasis was given to the information sought at a glance by architects to attract their attention and desire to find out more. Having substantially more information and links on each page was done for SEO purposes, but more importantly for a far better user experience. This includes descriptive titles, rather than just stating the name of the project, city and country - an important factor identified during market research of the target audience:

• Vertical extension & energetic retrofit of 1950s apartment buildings, Bolzano, Italy

• Adaptive reuse creates new town hall in Trofa, Portugal

• Half-Long Charles inner-city densification development, Ludwigsburg, Germany

• The renovation of the University of Graz Library, Austria

• Feng Shui meets Le Corbusier at Schütz Art Museum, Engelhartszell, Austria

• Stadt Carre urban quarter and elevated central courtyard, Innsbruck, Austria

• Refurbishment of Nørre Uttrup Kirke in Nørresundby

• Facade greening at Mainzer Landstraße, Frankfurt, Germany

Case studies:

• ROC Nijmegen transform space to support progressive, student-led pedagogy

• Bristol Central Library

• Cleeve School

• City of Glasgow College
  
  

Blog posts, articles & editorial

• Keep it moving – how to improve student cognitive performance through movement

• Libraries for the 21st Century

• Second Home – Domesticating the Office with Natasha Marshall

• Event Summary: Designing for a neurodiverse workplace

• KI’s Postura+ collection revisited (Design Insider)

• Top of the Class (commentary, FX Magazine)