For more than eight decades, Kelley Blue Book has been a name that represents reliability and solidity in the automotive industry, so much so, that the company has earned the trust of several of the nation’s major banks and insurance companies and millions of consumers who turn to kbb.com for vehicle valuation, news, reviews and expert insights.

The Challenge

Kelley Blue Book never had a dedicated copywriter to work on a website that drew millions of visitors a year. As they developed plans for the launching of a newly designed, engagement and usability focused version of kbb.com, they needed a copywriter who could effectively maintain the balance between strong, persuasive, consumer-focused copy and search engine optimization that took advantage of the high-volume search traffic for vehicle related terms, including specific vehicle year, make and model queries.

The Strategy

Create a new voice for Kelley Blue Book, one that reflects a more modern and personable tone that invites engagement with new and improved vehicle buying and selling tools and resources, while seamlessly injecting highly focused SEO  and incorporating a wide spectrum of valuable, high-traffic key terms tied to topics that kbb.com covered.

The Results

As the web and SEO copywriting expert for the new kbb.com, in tandem with KBB’s Creative Director, product managers, UX and visual designers, developed the voice, creative strategy, site and brand messaging and SEO and web copy.

  • Phase 1 launch of the new and improved kbb.com was in April of 2011. Since then, due to combined design, copywriting, SEO and paid advertising efforts, site traffic has increased by half a million visitors, up from three million in April 2011 to more than 3.5 million visitors in April of 2013
  • In late 2011, the new kbb.com was named Outstanding Website in the automotive category by Web Marketing Association and honored with a 2011 WebAward. The award was granted on the basis of design, copywriting, innovation, content and use of technology.


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