Case Study: Site Copy and SEO Content

Client: Ritani engagement rings
Role: Copywriter

Problem

When purchasing (and investing in) diamonds and engagement rings, there’s a lot for users to learn and consider. Ritani’s diamond education landing pages were outdated and lacked any kind of optimization.

Goal

Increase Ritani’s position on Google search for multiple keywords including “diamond engagement rings,” “learn about diamonds,” and 13 other high-competition keywords.

Creative Approach

My team came up with a user journey, site map, and a list of pages to create including The Four C’s of Diamonds, Diamond Shapes, Anatomy Of A Diamond, and several more for a complete Education section of the retail website. I incorporated brand value proposition messaging and semantically-related keywords while also crafting delightful experiences with fun, engaging copy. I worked with design and development teams to create copy-first design that guides and educates users.

In addition to creating a helpful user journey, I advocated to include a customizable skintone slider, an important feature for inclusivity. While it doesn’t replace trying on a 4 carat diamond in store, at least a customer could have a visual representation of it in their skintone.

Results

6 weeks in the number 1 organic position on Google Search during Q4, the biggest season for engagement ring purchasers.

Ritani Diamond Education & Buying Guides

First stop, the 4 Cs of Diamonds

After learning about cut, clarity, color, and carat, customers can drill down deeper into each section and learn more about how sizing and carat work together with an interactive visual guide.

Next in their educational journey, customers can learn about the different settings.

First comes the engagement ring, then comes the wedding ring. This journey relies heavily on visuals with concise copy about the different styles customers might want. Each section included an internal link to the shoppable product detail page.