• Mother’s Brewing Company

    • Project Goals

      Mother’s Brewing Company in Springfield, MO is a good group of people who love what they do: brew badass craft beers. The kids at Mother’s like to cut loose, and they wanted their site writing to show it yet compete well for SEO.

      Here are a few ways I did that:

      • Hit the SEO elements but avoided a heavy hand
      • Used an easy-going, casual tone
      • Cracked jokes to break up any tedious info or necessarily detailed descriptions
      • Got up close and personal with Mother’s tasty beers
      Writing SEO content for Mother's Brewery in Springfield was fun.
    • SEO TARGET TERMS

      To start the uphill SEO climb for Mother’s,
      I targeted smart terms:

      • mother's beers
        ranks # 1 - 4 of 10,700,000 results
      • craft brews
        ranks # 2 of 489,000 total results
      • american blonde beers
        ranks # 2 of 2,700,000 total results
      • brown beers
        ranks # 16 of 10,700,000 total results
      • springfield india pale ales
        ranks # 1 of 129,000 total results

      *All results last tracked on 09.23.11

      I target attainable SEO terms for Mother's, focusing on its Springfield location.
    • WRITING HIGHLIGHTS

      To break down Mother’s brewing process,
      I kept it simple and clear:

      • Touted high alcohol levels without sounding like a drunkard:
        "How does Mother’s brew such heady craft beers?"
      • Maintained consistent parts of speech to aid memory retention:
        Each heading is a noun, and each sentence jumps right to the action/verb in the first few words.
      • Explained any beer jargon:
        "... we separate the sugar liquid (referred to as wort) from the grains..."
      Even the brewing process image includes SEO writing in the image alt attribute.
    • WRITING HIGHLIGHTS

      To protect the youngsters, I wrote copy for the site’s gateway:

      • Played off a mom's duties:
        "Like any good mother, we can’t turn a blind eye to underage drinking."
      • Was clear and firm:
        "No ID? No way."
      • Reminded users good things can wait:
        "If you’re jumping the gun, run along for now. We’ll be here with open arms on your 21st birthday."
      Balancing SEO with fun writing is key.
    • WRITING HIGHLIGHTS

      To reflect the brand, I kept it light when letting users know what matters to Mother’s:

      • Most importantly to users, great beers:
        "Mother’s is a growing family that’s all about heady craft beers."
      • People and good times:
        "We’ve also got a whole lotta love for our friends, neighbors, local and global communities, good food, and living it up."
      • Brewing beer with care:
        "So we started our own brewery, and we’re producing as much love per barrel as we possibly can."
      • Sense of community:
        "So sip away, and consider yourself one of the family."
      The Mother's site needed SEO writing that captured its brand.
  • Spin Mentor iPhone App

    • Project Goals

      The Spin Mentor app lets users choose increasingly difficult spin class routines and hear their own iMix music playlists while they exercise. I used various writing styles and techniques to help ensure the success of the app, regarding sales as well as usability and benefits for users:

      • Wrote fun yet clear spin class routine and level descriptions
      • Wrote clear, quickly readable instructions
      • Wrote engaging and persuasive SEO-ready copy for the promotional site
      • Used a tone that resonates with driven people (or those who wish they were)
      • Wrote a memorable tagline that also describes the app: “Pro Spin Classes. When & where you want them."
      I used SEO ready writing to sell Spin Mentor beyond Springfield, MO.
    • SEO TARGET TERMS

      To drive traffic and sales, I targeted logical, focused key terms:

      • spin classes
        shown in iTunes Store featured header area, even before filtering by Media Type to narrow results
      • spin classes app
        ranks # 1 of 1,300,000 total results
      • spin class app
        ranks # 3 of 1,440,000 total results
      • pro spin classes
        ranks # 4 of 2,830,000 total results
      • pro spin class routines
        ranks # 1 of 3,030,000 total results
      • spin class routines
        ranks # 23 of 138,000 total results

      *All results last tracked on 06.14.11

      I used SEO writing techniques to promote Spin Mentor on iTunes, for sales outside Springfield, MO.
    • WRITING HIGHLIGHTS

      An iPhone app has a tough job—keep users interested when a million other apps are screaming for their attention. So people actually use the app, I wrote copy that does the following:

      • Establishes credibility:
        "Revamp your daily exercise routine with challenging workouts designed by our professional spin class instructor."
      • Assures people the app is easy to use:
        "Getting started is as easy as 1, 2… well, you know:"
      • Provides clear instructions that follow proven style standards, like starting steps with the same parts of speech:
        "1. Choose your session. 2. Select your playlist. 3. Start your workout."
      My SEO writing gets Spin Mentor traffic in Springfield and all over the world.
    • WRITING HIGHLIGHTS

      So people benefit from the Spin Mentor app by, you know, exercising with it, I appealed to their competitive natures and even vanity when naming and describing routines (as shown here with MVP-level routines):

      • Got the Stomach?
        "Pretty people envy your body."
      • Never Say Die
        "Maybe you can cheat death."
      • Iron Will
        "Put the pedal to the mettle."
      Motivating users and using SEO ready writing was crucial for sales in Springfield and around the globe.
    • WRITING HIGHLIGHTS

      To convince users they’ve found the app that’s right for their workout needs, I used audience-specific appeals:

      • Chose language competitive, self-motivated people can respect:
        "intense, professional workout; challenges you; sleeker, healthier you"
      • Showed personal concern:
        "Ready for an intense, professional workout that challenges you,
        not your budget?"
      • Noted convenience and
        individually-dictated benefits:

        "With your custom iMix at your fingertips, you’ve got all you need to spin your way to a sleeker, healthier you."
      SEO and writing techniques bring traffic from Springfield and everywhere to the Spin Mentor site.
  • Buses at the Brewery

    • Project Goals

      When Dan Spencer said he was organizing a Buses at the Brewery event and wanted me to write and do SEO for the site, I couldn’t wait. It’s a happy challenge to write copy good enough to sit with Dan’s design and Chad Spencer's dev., and this site was no exception. I hit our goals to make the content all you’d expect on a VW bus site:

      • Wrote laid-back yet informative copy
      • Targeted high-scoring SEO terms
      • Condensed info to better fit the design
      • Created headings and callouts that grab users' attention
      Buses at the Brewery needed SEO and fun writing.
    • SEO TARGET TERMS

      To let people know about the Buses at the Brewery event, I targeted key SEO terms:

      • vw buses beers
        ranks # 1 of 2,350,000 total results
      • volkswagen bus enthusiasts
        ranks # 4 of 2,580,000 total results
      • vw buses enthusiasts
        ranks # 4 of 1,160,000 total results
      • vw buses event
        ranks # 7 of 43,800,00 total results
      • vw buses swag
        ranks # 1 of 222,000 total results

      *All results last tracked on 09.23.11

      My SEO results for Buses at the Brewery are steadily improving.
    • WRITING HIGHLIGHTS

      I piqued users’ interest with a few simple yet proven writing devices:

      • Spoke the audience’s language:
        Many VW bus lovers associate swag with good music, good vibes, and good times. That makes it perfect to set the tone for this event.
      • Announced prizes to sweeten the deal:
        "With every paid entry, we’re giving a quality pint glass [...] And that’s just
        for starters."
      • Sparked curiosity with a teaser:
        I mentioned "you can score an awesome swag-stuffed goodie bag" but didn’t kill the intrigue by spilling the exact details.
      I used SEO terms the Buses at the Brewery audience would use.
    • WRITING HIGHLIGHTS

      To persuade users to act immediately, I made reserving a room clear and easy:

      • Eliminated any confusion about a sleepover event:
        "Sorry, kids: There’s no camping
        on site."
      • Offered solutions so users know the event promoter cares:
        "But here’s the 411 on some nearby camping and hotel options:"
      • Optimized links for SEO purposes:
        I wrote link title attributes that offer info and target SEO terms. The attributes appear when users mouse over the links.
      I used title attributes to help SEO and give users more info.
    • WRITING HIGHLIGHTS

      To ensure even the registration form wasn’t entirely boring, I wrote as if joining users in casual conversation:

      • “Don’t sweat pre-registration;
        just show up.”
      • "And, yes, we take plastic."
      • "Register the old school way:"
      • “Download the entry form and send it our way with a payment.”
      The Buses at the Brewery registration form has a conversational tone.
  • Habitat for Humanity

    • Project Goals

      A nonprofit organization, Habitat Springfield relies on donations from its website users to serve the community. As one80one writing director, I worked with writer Lindsey Davis and focused on crucial aspects when writing and editing for Habitat:

      • Created compelling calls-to-action, encouraging donations and volunteering
      • Wrote SEO-ready content
      • Organized info-heavy content into easily manageable sections that won't overwhelm users
      • Used tone that reflected Habitat's mission and values throughout writing
      Main sample image of Habitat ReStore and Habitat for Humanity of Springfield writing and SEO.
    • SEO TARGET TERMS

      To improve Habitat Springfield’s placement in search results, we targeted important terms:

      • Habitat Springfield MO
        ranks # 1 & 2 of 54,400 total results
      • Project ReHabitat
        ranks # 1 & 2 of 4,930 total results
      • Volunteer Habitat Springfield
        ranks # 2 & 3 of 1,060,000 total results
      • Donate Habitat Springfield
        ranks # 3 & 4 of 1,080,000 total results
      • Habitat ReStore Springfield
        ranks # 1 of 817,000 total results

      *All results last tracked on 09.10.10

      SEO and Google results for the term "Habitat ReStore Springfield."
    • WRITING HIGHLIGHTS

      To recruit volunteers, I used themes meant to resonate with the midwestern audience:

      • Responsibility to the community:
        "Habitat Springfield recognizes that constructing homes builds hope while building our community."
      • Power of the individual:
        "Without volunteers like you, we would be unable to build lasting relationships and provide hope to families in need."
      • Assumption that individuals will help:
        "How will You build hope?"
      • Ability to overcome adversity:
        "No building experience? No problem. [Our] volunteer construction crews need both seasoned builders and beginners."
      Writing highlights from the Habitat Springfield Volunteer page.
    • WRITING HIGHLIGHTS

      To increase donations, I used numerous persuasion methods:

      • Played off Habitat's well known Get Involved slogan:
        "Get Invested: Donate to Habitat Springfield and Help Build Lives."
      • Drew empathy for people:
        "To help struggling local families rebuild their lives, Habitat for Humanity of Springfield needs donations from caring community members like you."
      • Showcased the overall goal:
        "One local habitat. One little goal: safe, affordable housing for all."
      Writing highlights of the Habitat for Humanity of Springfield Donate page.
    • WRITING HIGHLIGHTS

      To immediately grab users' interests, I used various appeals:

      • Chance to join peers:
        "Who's Building Springfield? Join Compassionate Construction."
      • Fact that suffering is close to home:
        "Your donation will help build safe, decent, affordable housing for families struggling to survive—right here in Springfield and Greene County, MO."
      • Instinct to work for change:
        "Roll up your sleeves to help build Habitat homes & hope in Springfield."
      Collage of writing highlights from the Habitat Springfield homepage.