Bruneau
Together with Bruneau’s lead agency, we made their content clearer, easier to navigate, and more effective at turning visitors into customers.
Turning clarity into conversion
Online purchasing decisions can quickly become overwhelming: unclear product information, too much technical jargon, and a lack of trust-building content all create friction in the customer journey. In Bruneau’s case, the complexity was heightened by the need to manage content from multiple brands, each with its own style and priorities.
The challenge was to transform this dispersed variety into a unified, clear and conversion-oriented experience. The goal: to improve the understanding of the offer, increase brand trust and make purchasing decisions easier – all without losing the personality of each supplier.
Connecting every touchpoint with purpose
Working alongside Bruneau’s lead agency, we created a holistic content strategy designed to reduce friction at every stage of the sales funnel. We optimised blog content to inform and build trust with readers, developed easy-to-navigate buying guides to simplify decision-making, and rewrote product descriptions using benefit-led language that clearly addressed customer needs.
We also adapted the tone of voice for each brand page to respect the identity of each provider, while ensuring the overall user experience remained coherent and seamless. This vision connected all touchpoints across the platform, delivering consistent, helpful messaging regardless of the product or brand the customer was viewing.
Evidence-based content made for humans
The project was driven by a clear, methodical workflow. We began with in-depth keyword research to identify positioning opportunities, analysed competitors to uncover gaps we could fill, and defined a tone of voice aligned with user needs and expectations.
From this foundation, we wrote and optimised each piece of content to enhance search engine visibility, balancing SEO structure with persuasive messaging. The content was reviewed and adapted to the specific formats of the e-commerce platform, with particular attention to readability and visual hierarchy.
+40
Blog articles and guides
+135
Product descriptions
Building trust, driving results
This work delivered tangible improvements to Bruneau’s online presence and performance. Visibility for key categories increased thanks to SEO optimisation, product page click-through rates improved, and time spent on guides and blog articles grew – a clear sign of greater interest and perceived usefulness from users.
Consistency in tone and clarity of information reduced friction at critical decision-making moments, driving increases in both conversions and brand trust. Ultimately, clarity was transformed into conversion, meeting and exceeding the initial objectives.