Harvilles

Promotional copywriting for websites is still a fairly young marketing genus and continues to evolve at a rapid rate as more and more emerges about how search engines and users respond to online content.

What is clear however is that in order to succeed in our role as promotional copywriting professionals, the wording we produce for websites must not only elicit the desired user response and reinforce brand identity, but must also enable people to find the website in the first place via search engines.

And often there can be a tension between the way we want to present information, and the way that it must be done to ensure maximum search visibility. The eternal struggle!

When undertaking the promotional copywriting for Harvilles, a premier fish restaurant and champagne bar on York’s Fossgate, we faced just such a challenge. As befits an exceptionally niche and exclusive brand like Harvilles, there is a very particular house style for all marketing materials which precludes the use of certain words and phrases and demands a strict style and sentence structure.

Our task was to create inspirational text which exactly matched the house style while still ensuring a high keyphrase density.

Fortunately our growing experience in promotional copywriting for the web stood us in good stead and we were able to successfully meet the complex demands of the brief on time and within budget.

We’re just waiting for an invite to try one of those lovely looking lobsters now! 

www.harvilles.co.uk