Case Studies | mysite

NUSTONE BLOGS

At Nustone, I took on the challenge of creating blogs, a new endeavor that expanded my skill set and pushed me beyond my comfort zone. This project gave me the chance to delve into in-depth research, refine my content structure, and hone my copywriting abilities beyond the scope of social media.

In each blog, I highlighted seasonally relevant products that aligned with key landscaping trade skills, ensuring featured products were both timely and well-stocked to meet customer demand. My approach evolved from a purely product-focused angle to a solution-driven strategy, crafting topics that empathised with readers’ needs and addressed their most common questions.

This approach not only added genuine value for readers but also increased internal linking and conversions. Now the blogs successfully answered frequently asked questions and guides users to useful resources within the site using effective call to actions.

IDENTIFYING AN OPPERTUNITY

While browsing each Future Garden product page, I noticed the presence of a Pinterest icon. This icon allowed users to save and pin the products to their Pinterest account. However, this option only permitted them to save it solely through Pinterest.

Although directing users away from the site was not the most ideal situation, it presented an opportunity to attract potential customers from Pinterest. Future Garden's Pinterest account had been inactive for a few years. Thus, I proposed updating it with the website's product catalog and latest blogs.

Over the course of several weeks, we added 1,800 products to the account, resulting in a monthly increase of over 14K impressions. This strategy also led to the acquisition of an additional 1,800 new backlinks for the site. Thanks to the improved brand visibility on Pinterest, we now experience several monthly conversions.

WEB TRAFFIC INCREASE

The goal was to drive more traffic to our expert advice blogs. While our regular garden center and hydroponic blogs were performing as expected, we sought a unique approach. After conducting research with Semrush, I discovered that Bird Identifying Blogs were highly sought after.

This endeavor ignited a sense of adventure, challenge, and excitement. To cater to all ages, I designed a Bird Identification worksheet featuring common UK birds. It provided clear images and interesting facts for bird enthusiasts. Users could either download it as a digital version or print it out for use.

The interactive nature of the worksheet, where users could tick off the bird species they identified, turned it into our most frequently visited web page. This indicated that our customers were enthusiastic about engaging with nature and completing gardening tasks. Consequently, we decided to create a series of successful Planting Guides blogs based on this positive response.

EDUCATIONAL INFORMATION SHEETS

Many Future Garden blogs had high bounce rates. Most of them covered typical garden or hydroponic topics with a heavy focus on products. Therefore, we needed to try a new approach to engage viewers and keep them interested.

To address this, I created a collection of growing guides that would be released just before each plant's sowing month. This allowed viewers to purchase and receive them in a timely manner. This strategy not only provided blog content throughout the year but also ensured its longevity since the process wouldn't vary.

The free information sheets not only attracted new viewers but also increased the amount of time viewers spent on the blog, allowing them to fully immerse themselves in the gardening process.