Project Overview

• Client: Bunnies By The Bay — maker of heartfelt, handcrafted plush toys and keepsakes for children.

• Project Type: Blog Copywriting + On-Site and Off-Site Copy + Product Copy + Search Engine Optimization + Ongoing Content Consulting

• Your Role: Senior Copywriter

Objective

Grow organic visibility and deepen engagement through content that reflected their handcrafted, emotional brand. Core goals included improving search visibility for specialty product categories and creating enticing, SEO-optimized blog content that resonated with their audience of thoughtful gift-givers—without losing the warm, sentimental tone the brand embodies.

Strategy & Approach

• Conducted keyword research (using tools like SEMrush and Google Search Console) to identify target keywords and blog topics.

• Developed an SEO-informed blog calendar that aligned with natural parenting milestones and seasonal gift moments.

• Crafted SEO-optimized blog posts with storytelling that enhanced emotional connection while meeting search intent.

• Wrote product and collection copy that highlighted emotional appeal (“comforting companions”) and practical benefits (“machine-washable” or “personalizable keepsakes”).

• Used internal linking strategies to funnel readers between related articles, blogs, and product pages—strengthening site hierarchy and user flow.

Results

• Increased organic traffic to targeted product pages, expanding the brand’s online visibility.

• Enhanced conversion rates through more persuasive product descriptions and user-focused messaging.

• Improved blog engagement metrics, with readers spending more time on content and exploring related pages.

• Achieved featured snippets and first page results in search for high-value keywords, boosting authority and click-through rates.