Coderre Conservation

Website Strategy - SEO - Copywriting

About Coderre Conservation

Coderre Conservation is a professional art restoration firm owned and operated by Rachel Coderre in Tampa, Florida. Rachel offers conservation, restoration/recovery, and collection management for both public and private art collections in Florida and throughout the U.S. 

Rachel’s needs

My project with Rachel kicked off before she even had a website. She was working with clients through referral only and needed a professional way to showcase her services and previous work while also generating new business through SEO. 

I worked with her to develop a full-scope website strategy that encompassed SEO, content, brand, and architecture. Then, using the insights I gathered, I helped her choose an appropriate website template and crafted the search- and brand-optimized copy for each page. 

The needs:

The project 

Though Rachel was already using social media to showcase her work, the new website would be the first place potential clients could go to learn more about her services, vet her experience, and inquire about booking with her. 

To build a professional, informative, and conversion-focused website, I started with a competitor audit to get a better understanding of her landscape and market. Though Coderre Conservation operates nationwide, there was a clear opportunity to capitalize on local SEO. 

Using the competitor research as well as client interviews to better understand her offerings, I then conducted keyword research to identify primary keywords to target for local and nationwide SEO as well as AIO. From my SEO research, I was able to put together her site architecture and map out the best way to organize her pages for SEO and user flow. 

The competitor audit and additional market research also helped guide brand messaging and positioning guidelines, which I then used to inform her website copy. The evergreen brand guidelines also help to maintain consistency across her additional marketing efforts, such as social media. 

Though I don’t typically offer design services to my clients, I did help Rachel select a Squarespace website template as well as a simple color palette, which I then used to set up the website for her. Once the copy was drafted and approved, I published everything through Squarespace and ensured all of her off-page SEO tasks were completed as well (metadata, alt text, internal linking, etc.).

The work: 

  • Competitor audit

  • SEO/AIO strategy and content plan 

  • Local SEO & Google Business Profile guidance

  • Website architecture planning

  • Brand messaging and positioning

  • Full website copy 

  • Technical SEO

  • Light web design assistance

The results

Beginning only a few months post-launch, Coderre Conservation began ranking for several key terms, such as “art restoration service,” “art conservation,” and “art restoration tampa”. To this day, the website continues to rank on the first SERP for these terms, as well as through her Google Business Profile listing. The website visibility and positioning have led to an average of 3-5 organic inquiries per month. 

The numbers:  

  • Ranking on page 1 for 10+ targeted keywords

  • 3-5 monthly inquiries