Portfolio project

Major SEO boost for luxury website

In such a crowded market, we needed to be specific with our key phrases. Certainly more so than the generic ‘picnic basket’ and ‘picnic hampers UK’ phrases a certain SEO software programme had provided. After some intensive Google research, I improved them by adding words like ‘luxury’, ‘fitted’, ‘willow’, and ‘double-lidded’.

The finer details

Featuring ‘The finer details’ section to an online shop’s product description gives me a place to expand on any USPs (Unique Selling Points). For Picnic Wicker, I delved deeper by asking the geographical sources of components. The Spurrs had worked hard to source their materials from quality suppliers. So why not share that the leather in the straps is from a Northamptonshire tannery and the tweed backboard is from Scotland?


  • 1 week after launch: ranked 5th in Google for the key phrase ‘British made picnic hamper’, not including ads
  • 4 weeks: Reached 2nd place, despite tough competition from Etsy, Amazon and established suppliers
  • 2 months: Dropped to 3rd place, probably because of aggressive summer season marketing by competitors
  • 3 months: Achieved 1st place in Google

Client feedback:

“From concept, through copy writing to site build and go live we have received incredible advice and support leading to a website that truly reflects the aims of our company.

It is so nice to have a group of advisers in such an important area of our business who get us and what we are trying to achieve.”

Graeme and Karen Spurr, Picnic Wicker founders commenting on the team behind their website


Helen Reynolds

Ink Gardener Copywriting | blooming good digital content


The Hiscox Building
Peasholme Green
North Yorkshire

07929 948 743
07929 948 743

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