Creative Web Copy & Blog Content for Mountford Wines

Helping one of WA's oldest wineries drive a 220% increase in organic search traffic within three months.

Mountford Wines is a sustainable, certified organic winery in Pemberton. They produce consciously crafted wines and ciders that are kind to the environment and deliciously exceptional for your tastebuds.  



Jump to a section:

  1. The Story
  2. The Project
  3. The Challenge
  4. Key Objectives
  5. The Solution
  6. The Deliverables
  7. The Process
  8. The Results

The Story

In August 2022, owners Andrew and Sue engaged my creative copywriting services to amplify their business. After visiting their winery and seeing first-hand how great this brand is, I quickly experienced their unique point of difference and the distinctive complexities of their products. Not to mention, the handbuilt cellar door that reflects everything Mountford Wines is about. Quality, sustainable living and authentic experiences.

My husband and I were instant customers. But without a well-performing site, they were missing out on organic search traffic and sales.

Although a well-established business, having been around since 1987, Mountford Wines was missing the mark in communicating their offerings from a digital marketing perspective. The brand is outstanding with an impressive product. But their original web copy didn’t capture the essence of the artisan, family-owned business. 


Mountford-Wines-Project-Profile-Creative-Copy

The Project

Mountford Wines had three goals:

  1. Substantially increase online sales
  2. Bring more traffic to the award-winning cellar door
  3. Keep visitors in the loop about new releases and winery updates

I carried out an SEO audit of their existing content to understand how everything was performing and identify content gaps. Then I put together my recommendations and established a plan for the project.

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The Challenge

The original site was a good starting point, but there was a lot of work needed to build high-quality traffic and capture users’ attention. 

At the time, the overall look of their website was professional, however, it was lacking fundamental SEO requirements. This is common in a design-first approach where technical SEO is not a priority. While they were getting some organic traffic each month (an average of 127 visits), the content was thin and inefficient. 


Key Objectives

  • Balance the look of the website with functionality and SEO best practices
  • Highlight the unique selling points with audience-specific web copy 
  • Improve pages with low word counts
  • Develop a user-friendly site that ranks organically in the SERPs

The Solution

To improve search engine rankings for Mountford Wines, I had to ensure the website structure and copy were optimised from an SEO point of view. I performed keyword and competitor research, and mapped a plan for turning thin content into creative copy that communicates their point of difference. 

I also recommended blog content as a powerful and profitable way to connect with their audience and build organic traffic. Although, it was important to prioritise the web copy first.


Mountford-Wines-SEO-web-copy-About


The Deliverables

Here’s a snapshot of what TLT did for Mountford Wines and Tangletoe Cidery. 

  • Performed extensive keyword and competitor research
  • Wrote web copy optimised for the target keyphrases and audience, ensuring each page meets the users’ search intent 
  • Improved the Wix web design with SEO and user experience (UX) in mind
  • Added clear calls to action 
  • Applied SEO best practices 
  • Implemented Google Analytics and Google Search Console to track progress and content performance
  • Created regular blog content

The Process

SEO Strategy

Despite not having done keyword research on the original site, Mountford Wines was already ranking for some good search terms. This is because they’ve been established for many years. However, to amplify organic traffic and be found easier online, keyword research and technical SEO were necessary.

I implemented an SEO strategy to ensure their site met best practices and achieved objectives. This included the initial seed research, including relevant search terms their competitors were ranking for that Mountford Wines hadn’t tapped into yet. The keyphrases were mapped to each page, targeting primary and secondary search terms.

With the right words in place, I was able to improve the site and its power to convert. Then I set the foundations for a successful SEO strategy by implementing:

  • Navigation menu changes and reworking the website architecture for stronger UX
  • Internal linking structure for users and search engines to understand how the content relates
  • Optimised meta titles, descriptions and URLs
  • H1 tags to improve the site’s SEO
  • Image alt tags for accessibility

Website Design

Mountford Wines chose Wix as their CMS for a simplified way to manage the site. With this design already in place, my focus for the project was on content and SEO.

But because good design, UX and SEO go hand-in-hand, there were design improvements that needed to be made. In particular, the home and about pages.

I added content and SEO elements, with better implementation of graphics, logos and technical elements throughout the site.


Mountford-Wines-SEO-copywriting-example


Content Marketing

A creative content marketing strategy was developed to address gaps in the existing copy, ensuring it provided value and met the user’s search intent. The content focused on priority pages first, with a plan to rewrite more pages later.

I wrote optimised web copy for the Home, About, Shop, Blog and Contact pages. The creative copy now provides value to Mountford Wines’ audience, highlighting their unique selling points and small-batch products. More recently, the FAQ and Winery Art Gallery pages have also been updated.

It was also important for the new web copy to meet Google’s recommended word amount.

Although word count is not a ranking factor, a higher word count is useful for helping website visitors (and Google) understand what your copy is about. Numbers vary, but web copy should fall between 400 and 1,500 words. This is dependent on the website’s page, intent and audience.


cellar-door-quote


Blog Management

Mountford Wines’ initial strategy focused on new web copy. After three months, they saw tangible results and understood the value of targeted, consistent content. It was time to plan onsite articles to further improve their brand awareness.

Blog content is a great way to update readers with industry news and informative content. Now, monthly blogs are helping to meet one of the initial goals: to keep visitors in the loop about new releases and winery updates.

In September, I began writing educational blog articles for their wine blog. Topic ideas were sourced from the initial keyword research, which was useful in identifying themes with high search traffic to target and attract users.

The onsite content strategy has proven to be a success, helping Mountford Wines’ website gain more traffic and rank higher for their search terms.

Mountford-Wines-creative-copy-review

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The Creative Copywriting Results

Mountford Wines has seen some outstanding results over the past six months. With updated web copy and valuable SEO blog content, rankings have grown, resulting in a 220.16% increase in organic traffic.

They are dominating top positions for keywords like ‘organic winery Pemberton’, ‘cidery Pemberton’ and ‘sustainable wine blog’, and ranking on page 2 for broader search terms such as ‘organic winery’. This is a great achievement considering how competitive the industry is.

Highlights:

  • Total website traffic averages 255 monthly visits
  • Direct search traffic increased by 260%
  • Referral traffic increased by 177%
  • Organic socials increased by 128%
  • Average engagement time increased by 26%
  • Overall page views increased by 245%
  • User retention increased by 227%

Compared to the initial months of the project, online sales have amplified by 71%. The majority of these sales came from organic Google searches, followed by direct and referral traffic.



Overall Mountford Wines experienced good short-term growth, but the real benefit has come in the long-term, emphasising the importance of building an online presence the right way – with consistent content and audience-focused strategies.

The website structure, strategic content and keyword research have held them in a good position, and continue to build on the foundations put in place.


Stats: September – November 2022 vs. December 2022 – February 2023

Over the coming months, SEO blog writing will remain a focus. After positive results from the web copy, Mountford Wines invested in my blog management services to stay connected with their audience and gain trackable outcomes.

This case study shows how much of an impact audience-specific copy can make.
If you want to strengthen your online exposure and gain tangible results, contact The Little Typewriter today. I help businesses create authentic, sustainable connections. 
We had a great experience with Jayde Walker at The Little Typewriter. Jayde was very thorough and informative in our first discussion which enabled us to navigate our desired pathway forward. The end result delivered way above our initial expectations. Thank you Jayde, look forward to working with you again. Regards Chris Rocci - GM @ Smith Broughton Auctioneers.
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It was enjoyable and easy to collaborate with "the little typewriter copywriter". Jayde, is an amazing person to work with and her skills made our project come together within the set timelines. We highly recommend her for copywriting projects.
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Excellent job done! Couldn't fault in anyway. Great communication skills, very good understanding of what we wanted to achieve for our web site. Would recommend The Little Typewriter and Jayde's creative writing skills to anyone wanting to improve their online presence.
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The Little Typewriter is a big helper! I’ve enlisted Jayde to work on a number of content campaigns in the small business space and she always nails the brief. Her copy is clean and clever. She is very responsive and professional. Highly recommend.
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We recently worked with the little typewriter to produce web site copy for a new business (My Plan Assist) and we could not be more happy with the result. Jayde took the time to get to know our brand, and from there she conducted extensive research before translating our brief into amazing copy. Jayde was professional, knowledgeable and extremely responsive. We were so thrilled with the result that we immediately commissioned the little typewriter to create further content for our blog to further enhance our web site. Highly recommend without hesitation. Samone, My Plan Assist
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I've worked with Jayde for our content writing projects and can highly recommend her for her quality of work and professionalism.
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Jayde just completed some fantastic content for our new website, we are extremally happy with what Jayde has done for us. Very professional and a quick turnaround time, we would highly recommend her services. Thank you Jayde - Shara & Trent
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Jayde is one of the most professional and hard working people I have ever come across. Not only does she provide her clients with the highest standard quality of work, she does so with a positive and conscientious attitude. Jayde goes above and beyond for her clients to ensure that she provides exactly what they are looking for and no task is too much for her. Other businesses I have dealt with have not bothered to really get to know what myself as the client is looking for but the rare and unique thing about Jayde is that she really gets to know all her clients on a personal level and that is why you feel so comfortable with her. Jayde embodies everything a hard working, polite, professional should be. I would recommend Jayde a thousand times over and wish all the success in the world for her future projects and endeavours.
Georgia Good
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Jayde was great. Delivered exactly what she said she would with great copy that suited my business perfectly.
David Green
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Jayde is a wonderful person to work with, especially if you have absolutely no basic knowledge of websites or computer "stuff". Jayde is patient, witty, supportive and never once made me feel like an idiot. I'm an intelligent woman at what I do, but computers and all the jazz were way over my head. Thank God for Jayde!! And I now have a fab website.
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Jayde is a highly talented writer. She takes the time to understand her clients and delivers quality work every time. Always a pleasure to work with.
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I am so happy to have crossed paths with Jayde and her company the little typewriter. She's helped me craft a professional worded email that not only reflects me and my business but did so quickly and easily. I can highly recommend her not only for large copywriting projects but also for small delicate assignments. Looking forward to working with Jayde more in the future!
Clare Martella
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Having worked with Jayde for nearly two years at Australian Property Investor Magazine, I have found her communication abilities and knowledge of the Australian property landscape to be impressive.It has been a pleasure working with Jayde in her role as a freelance writer for API. She is reliable, flexible and happy to make revisions when asked. I wouldn’t hesitate in recommending Jayde to potential employees and wish her all the best in her future business endeavours.
Anna Cooper
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Jayde has done an amazing job with our spystore blog :) We will continue working with her for all our blog needs in the future :) Thanks
Jing Jackson
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Having worked with Jayde from the little typewriter for years, she has taken the time to get to know our company and customers extremely well. Jayde knows exactly how to pitch our services and products in a way that is fun, interesting and definitely not boring.We’ve really appreciated the time that goes into researching anything to do with Just in Time Gourmet and new product ranges we take on. Whether it’s a new blog post, producer or gourmet food products, we’ve always been extremely confident Jayde will have a creative way to write that reflects our own brand.We have no hesitation in recommending Jayde and TLT to showcase any business, their products or boost their brand. Yes, we can be a little biased when it comes to our own company, so it’s wonderful when you find someone that is as passionate about making your business a success as we are. Looking forward to our next project together!
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We recently had Jayde Walker from TLC prepare a series of team member profiles for us for our new website. Would I recommend her services to others? . . . Absolutely!The service Jayde provided was excellent. We couldn't recommend her more highly, or be more pleased with the outcome.
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