Crafting Concise Wanderlust Website Copy for Jean-Michel Cousteau Resort Fiji
Jean-Michel Cousteau Resort Fiji, a five-star eco-luxury retreat in Savusavu, blends sustainability with luxury in a family-friendly setting.
By reducing website copy by 50%, we crafted concise, purposeful language that highlights the resort’s immersive experiences, environmental dedication, and unique connection to nature, guiding visitors through a seamless, wanderlust-filled journey.
Their Wants
Jean-Michel Cousteau Resort Fiji wanted to enhance the impact of its website copy to reflect the resort's luxury positioning and improve readability. Key goals included:
-
Refined Readability: Condense content by 50% to make the site more user-friendly, creating a smoother reading experience that allows visuals to shine alongside key information.
-
Concise, Impactful Messaging: Highlight the resort’s unique offerings in a way that’s clear, engaging, and on-brand, keeping essential information front and centre.
-
SEO Integration: Ensure the rewritten content was optimised with specific SEO keywords to attract and engage more organic visitors without compromising the resort’s refined tone.
The Plan
-
Condense and Rewrite Content: Rewrite and reduce the content by 50% to allow for a more inviting layout that pairs well with visuals, capturing the luxurious feel of the resort while keeping the information concise.
-
Maintain Brand Tone and SEO: Ensure that the revised content aligned seamlessly with the resort’s distinctive voice and incorporated targeted SEO keywords to improve online visibility.
-
Collaborative Review Process: Present the initial draft, allowing revisions to refine tone, messaging, and SEO placement based on their feedback.
-
Publish to Live Website: Deploy the approved, SEO-optimised copy to the live website, ensuring a smooth implementation. Conducted thorough testing in the live environment to confirm successful integration and optimal functionality across all pages.
%20(3366%20x%202400%20px)-16.png)
The Strategy
1. Concise Content Rewriting
We began by condensing the original content by 50%, simplifying it for better readability. This approach allowed the key messages to stand out, making the website more user-friendly and engaging. By streamlining the text, we ensured the content was clear, impactful, and easy to digest.
2. Complementing Visuals with Engaging Copy
With the resort’s stunning imagery in mind, we crafted the content to complement and enhance the visuals. Each sentence was designed to support the visual storytelling, ensuring the text didn’t compete with the images but rather worked in harmony with them. This balanced approach added depth to the resort’s luxurious, eco-conscious image, creating a cohesive and immersive experience for website visitors.
3. Brand Tone and SEO Optimisation
The rewritten content maintained the resort’s eco-luxury brand voice while integrating targeted SEO keywords. This improved search visibility without compromising the sophisticated tone of the messaging. By aligning with both brand and SEO objectives, the content became more discoverable while staying true to the resort’s premium image.
4. Revision and Refinement
Throughout the revision process, we carefully refined the content to ensure it captured the resort’s essence and aligned with the brand’s values. This helped us fine-tune the messaging and enhance the overall impact, ensuring it resonated with the target audience while meeting SEO goals.
5. Publish to Live Website
After final approval, we published the updated copy to the live website. We ensured the new content was properly formatted and displayed across all devices, thoroughly testing everything in the live environment. This final step guaranteed a smooth transition to the updated content, which now worked seamlessly with the resort's visuals for a cohesive user experience.
The Results
1. Improved Readability and Visual Cohesion
The new, streamlined content improved user experience by creating a more balanced layout. Text and visuals now complement each other, making the site more visually appealing and luxurious.
2. Enhanced Search Visibility
With SEO strategically woven into the content, the website has achieved improved rankings for relevant keywords, increasing organic traffic from search engines and broadening the resort’s reach.
3. Stronger Brand Representation
The rewritten copy successfully communicates Jean-Michel Cousteau Resort’s Fiji eco-luxury ethos with clear, impactful messaging. This refined presentation resonates with high-end travellers and reinforces the resort’s reputation as a leader in sustainable, luxury hospitality.
%20(3366%20x%202400%20px)-19.png)
%20(3366%20x%202400%20px)-18.png)