The brief:
Write engaging content and tools to get Farewill to the top of Google’s search engine results pages (SERPs).

The process:
I worked closely with an SEO lead to find out which search terms we should be targeting. I then ghost-wrote 40+ guides and articles to cover these terms (each around 1,000 words) and published them using our Contentful CMS.

I also pulled these keywords through on our organic product pages. I reworked our H1s, tweaked body copy and introduced FAQs linking out to our new articles. This helped to take Farewill from not ranking to page one for a range of long and short-tail keywords – including some great featured snippets. But there was still work to be done…

Articles are great for getting people to your site, but big walls of text aren’t all that engaging. So I worked with the Growth team to create a tool for our How long does probate take? article. The idea was to help people in a faster and more personalised way.

I worked with a product designer and solicitor to understand what we needed to know before giving an accurate answer. I then whittled this down to a handful of short, easy-to-follow questions.

The results:
1. Farewill is now on page one for dozens of key search terms, driving thousands of organic page views per month.

2. 49% of people who landed on the How long does probate take? page engaged with the tool I created. And 93% of those who started it answered every question.

3. Farewill’s How long does probate take? page is now the featured snippet for a number of long tail keywords, including how long does probate take in the uk.