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.
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.
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.
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.