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Created product copy for a fictional fashion brand, MARA.
For this project, I focused on writing simple, warm, and everyday copy that makes the bag feel useful, easy to wear, and easy to love.
The copy includes a product headline, short description, key selling points, and CTA.
CONCEPT PROJECT · SPEC WORK
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Search Intent: Why the Same Keyword Doesn't Always Mean the Same Thing
Two people can search for the same topic and need completely different answers.
And that's something worth understanding when creating SEO content.
Let's say two people search for "best project management software."
One might be looking for information about what project management software does. Another might be comparing different tools before making a decision. A third might already know what they want and be ready to subscribe.
Same topic. Different intentions.
This is where search intent comes in. It refers to the reason behind a search query and helps explain what someone actually expects to find.
There are three important types to understand:
- Informational intent: People want to learn something. They need guides, explanations, tutorials, or answers.
- Commercial investigation: People are researching and comparing options before making a decision. They need reviews, comparisons, and recommendations.
- Transactional intent: People are ready to take action. They need product pages, pricing information, offers, or clear calls to action.
And here's my take: SEO isn't just about choosing the right keywords. It's about understanding the people behind those searches.
You can target a relevant keyword, write a well-structured article, and follow SEO best practices, but if your content doesn't match the user's search intent, it may fail to satisfy what they're actually looking for.
Good SEO content doesn't just answer a search query. It answers the right question, at the right stage of the decision-making process.
When planning content, do you think more about the keywords you're targeting or the intent behind them?
This is exactly what I see with Meta Ads too. Same keyword "best project management software" but 3 different funnels.
I learned it the hard way - I was targeting transactional intent with informational content, CTR was good but no conversions.
Your 3 types breakdown is clean. I...
Did a shooting for a fashion brand by talented Feline Deilmann
Styling, art direction and photography by me
I had so much fun and I love how my vision came out <3
Cool!
"Turn operational complexity into coordinated action."
That's the headline on Freshworks' homepage. Read it again. Could you tell what they sell?
The real answer is hiding in line two: an IT help desk and customer support software, two products for two very different buyers.
So I redesigned the hero (unsolicited, just for practice):
Say what it is in the headline. If a competitor could use the same sentence, it's not your headline yet.
Two buyers, two doors. IT teams and support teams each get their own path, one click.
Show the product working. A real screen with a real result beats an abstract picture.
Read your own homepage headline out loud. Would a stranger know what you sell?
The Freshworks example is a good one: if the real answer sits in line two, it probably should be the headline. The five second test is the one I'd apply to every SaaS hero.