Reduced Cost Per Conversion SEO PPC
Wapiti Labs, the original elk velvet antler company, is devoted to creating the finest dietary and health supplements for cats, dogs and humans all through the use of elk velvet antler. Their proprietary and humane practices ensures their elk live in the lap of luxury on their ranch situated right in Minnesota. Wapiti Labs came to Snap for a blend of comprehensive services such as a full site redesign and content marketing.
When it comes to elk velvet antler, there isn’t a ton of common knowledge floating around the public sphere. As a niche product, this means we don’t only have to educate searchers about Wapiti’s products specifically, but also about what elk velvet antler is in the first place.
We also have to create strands of broad content that searchers may stumble on. Since many pet enthusiasts might not even know what elk velvet antler is and it may never come across their radar, we needed to find a way to reach them in searches that didn’t use keywords such as EVA or elk velvet.
Snap sought to create a content strategy for the client that would do more than explain elk velvet antler or Wapiti Labs for the sake of fulfilling informational content needs.
The content marketing solutions for this client went deep. Snap took a long time delving into the guts of Wapiti Labs—even making several trips out to their expansive elk ranch. Through these visits, Snap employees were able to envelop the look, feel and voice of the brand through every facet of their new website.
Writers set out to explain detailed products or procedures, e.g., how elk velvet antler is harvested, why Wapiti products being NASC-approved is so important, etc. However, we also wanted to build Wapiti into a credible force in the animal health supplement field through content. This had us explaining general animal health, how to treat your dog’s arthritis and how to lengthen your companion’s life—these are not product-specific topics, yet they can tie to Wapiti and what they specialize in.
From broad topics that suggested the use of elk velvet antler health supplements, Snap’s wordsmiths created content that would lead the searcher into more elk antler-specific content. The natural progression would look like this:
Content about pet health à How pet health relates to EVA à Wapiti product pages
We framed Wapiti’s content strategy to align with a fluid conversion funnel. With a blend of content including expanded product pages and pages that lend to their brand voice (i.e., About Us, Testimonials, etc.), the content on Wapiti’s freshly minted website is able to draw in a lot of searchers on the web. Their information about the NASC and why elk velvet antler is so beneficial builds them into a highly credible resource, placing them at the top of Google search results.