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The brief
Musto required copywriters who could make product descriptions shine, as well as be found through organic search.
Sailing brand Musto, owned by Helly Hansen, approached Monday Clicks because they knew we had a great team of copywriters who understood SEO. The in-house marketing team at Musto launch two seasonal collections every year, with each collection reaching anywhere up to 350 items.
As a stretched marketing team around launch dates, the Musto colleagues needed reliable and hard-working copywriters that they could lean on to produce technical product copy in a short timeframe. Each product description requires an online lens as well as a marketing brochure lens to ensure copy resonates online and in print. And of course, as ecomm is a large percentage of Musto's revenue, it's crucial that all content is optimised for search engines to drive sales through the website too.
600+
Product descriptions per year
83%
Organic Traffic increase
17%
Organic Revenue increase
What we did
Product briefing, keyword research, and crafting compelling copy.
Our aim is to always work as an extension of our clients' in-house marketing team, which is why we spend a lot of time at Musto's offices attending Collection Launches, seeing and feeling the products, chatting with designers, buyers, and the marketing team to immerse ourselves in the brand and day-to-day activities.
Once we have gathered everything we need for each new collection, the next step is to work with our SEO-function of Monday Clicks to ensure we're considering all of the right keywords for each item - being careful not to cannibalise other product copy efforts. Our copywriters then get to work crafting the copy to make each product shine, keeping in line with the brand's tone of voice, and ensuring each description is written with the customer at the heart of everything.
The results.
200%+ Organic Traffic & 17% Organic Revenue uplift.
As Musto work at least two years ahead, the first collection launch that we supported them with went live in September 2024. While many brands in the ecomm world found the end of Q3 in 2024 tough, Musto went against the grain (or should we say wind) with a 17% increase in Organic Revenue. How? By implementing SEO into their product description processes to ensure the visibility of its collection could be found organically - as well as from a paid perspective.
Since working with Musto on its product description processes our team identified a huge opportunity for the sailing brand to grow its ecomm platform using organic search as a channel. Our team at Monday Clicks now supports Musto with its SEO strategy to help grow ecomm sales in the UK and US, with future plans to branch into Europe and other areas of the world too.
