Role: Lead Copywriter

CMO: Derek Tian

Brief:

Black Lapel (BL) is a custom, made-to-measure suit company offering high-quality suits (that actually fit) at an affordable price. I was brought in as an Associate Content Editor to find better ways to communicate Black Lapel’s mission to uninitiated folks in the market.

Execution:

When you put on your first BL suit, it immediately feels different – it’s made to your measurements, after all. I wanted to help capture that feeling… when you look good, you feel good.

While I helped with product copy, web copy and wrote each email send, my primary focus was on boosting the performance of BL’s blog, The Compass. In a not-so-crowded digital market, there was a real opportunity to implement a search engine marketing strategy to increase BL’s visibility with a tastefully arranged, incredibly educational, content schedule. After all, there’s tons of men and women alike out there that wonder, “Can I wear brown shoes with a black belt?”. Surprisingly, that question didn’t yield many Google results… yet.

Results: Increase in blog impressions by 1.2M (+2.2M) over 15 months. Additionally, increased landing page conversions by 22% over the same time period.

Blog samples:

Master the John Wick Suit

The 5 Best Travel Accessories for Men

What Color Suit is Best for an Interview?