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Brand Stories and Unique Value Propositions:
Ciao Italy Travel
A writing colleague of mine referred me a potential client she couldn’t
handle due to workload. Guido D’Ugo, owner of Ciao Italy Travel,
needed website copy.
After researching competitive websites, it became clear that too
many firms focused on hitting keyword phrase counts, losing any
ability to differentiate in the process. Watered-down copy can hurt
small, referral-based businesses because it doesn’t build
relationships.
I devised a tagline that emphasized the experience of the traveler
and a call to action. I followed the SEO keyword phrase guidelines
set by the Web developer on the project, combined with my experience
with SEO. Guido and I worked together on several projects, including
updates to the site, a brochure, and a monthly e-newsletter campaign.
www.ciaoitalytravel.com
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