Using Content to Build Credibility.
Generated 30k users a month, ranked 1st in Google for educational terms among wine retailers.
Has built its business digitally, a truly native e-commerce brand.
In order to prospect for new audiences, search visibility is critical – you have to be seen to be found. But so too is credibility. Wine is an elite category with highly informed consumers, and reaching aficionados requires a genuine depth of knowledge.
But it’s also a category full of light buyers, who lack knowledge but represent a huge upsell opportunity – if you can engage them in the right way.
The team at Virgin Wines asked us to scope, design and build a content hub – a single source of content that acted as a powerhouse SEO asset for visibility, as well as a knowledge repository that could simultaneously engage experts and make wine more accessible to the uninitiated.
We used a range of data sources to build the sitemap in line with search demand and known knowledge gaps and architected the hub to prioritise clarity and depth of user engagement, across what became an expanse of content.
Several tools were built to facilitate discovery, such as interactive maps and timelines, and an extensive suite of icons helped users to navigate the sometimes technical information.
After just four months Virgin Wines is seeing an average of 30k users a month and is already ranked 1st in Google for educational terms among wine retailers, and 5th overall versus non-retailer wine websites.