Case study · Website content · Perth, WA · 2017
Caravan Industry Association: rebuilding the show website’s content
The RAC Caravan and Camping Show’s website had to inform, sell and be found. We rewrote it from the ground up.
The brief
The Caravan Industry Association is the peak national body for caravanning and camping in Australia. The RAC Caravan and Camping Show was one of its flagship events, and the show’s website did much of the work of reaching and converting visitors. The brief: rewrite it so it did that job.
The work
We rewrote the content for the way people actually read online, and ordered it to move visitors through the site rather than bury them in detail. Search was built in throughout, so the pages worked for Google as well as for the people landing on them.
The takeaway
Web copy has two readers, a person and a search engine. Write for the person first, and structure it for both.
Need website copy that moves visitors towards the booking?
We write website copy people read and search engines find.