Copy Case Study: Hannah Lamb, Bespoke Jewellery Designer
The PERSON
A quick scroll through Hannah Louise Lamb’s Instagram feed reveals master craftsmanship and stunning jewellery. There are white gold rings that echo coastlines, silver cufflinks cut into the shape of mountains and intricate pendants set with tiny, sparkling gems.
But Hannah’s work is about much, much more than jewellery. These are bespoke pieces, created to capture time, place, emotion and memory. If you couldn’t find the words to tell someone how you felt when you realised it was forever in that muddy bog together on a mountain edge, Hannah’s work would surely speak it for you.
Hannah understands that humans are wired for relationship and her beautifully crafted pieces are the vehicle to express it.
The Challenge
Although she’s exhibited as far a field as New York’s NY NOW, working one to one with clients on bespoke pieces is one of Hannah’s favourite things to do.
“I’m captivated by people’s stories, by the things that have happened to them and their connections to time and place. Trying to represent that in something beautifully made that will be passed on and keep the story alive for generations to come is what I find so interesting.”
When it came to showcasing work to this type of customer, Hannah’s website, built in Squarespace, was the obvious place but it wasn’t without challenge.
Whilst jewellery pieces shot against the backdrops that inspired them made for beautiful imagery, the product copy lacked character and wasn’t written with an online searcher in mind.
Hannah needed copy to get her found in the vast ocean of the internet, speak with words as compelling as her photos and leave customers with utter confidence to place an order for something worth hundreds, or even thousands of pounds, that they had never physically seen.
The Solution
Like all good answers, some decent research helped to solve the puzzle. Using a keyword tool uncovered how many people were not only interested in ‘bespoke jewellery’ but also the location where the jewellery was being made. Weaving ‘Scotland’ and ‘Edinburgh’ into Hannah’s copy on main pages and using more specific keywords in product titles was a clear way to boost her visibility.
Such well-crafted jewellery also needed descriptive, well-crafted narrative to match. Blending just enough information about the things that inspired her with a clearly formatted summary section meant that potential customers would be able to create their own scenarios for Hannah’s jewellery whilst having all their practical questions answered.
The Result
For Hannah the best bits of life are found in her jewellery workshop or running wild with her family on the beaches that inspire her.
Having worked with so many bespoke customers, her range is more extensive then ever and yet, her website has become easier to find, simpler to navigate, more beautiful to look at and more compelling to read.
And that means that Hannah can concentrate on business. You’ll likely find her busy in her studio, perhaps with her three-year-old son on her knee, swinging his own small mallet and learning the trade of a bespoke jewellery maker.
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