Optimising the new season products for
New Era

Client: NEW ERA
Services: Content
Timeframe: 2016

328%increase in content quantity
1100+optimised product descriptions produced in just 8 weeks

The business problem

Every clothing brand faces the same hurdle every season with the introduction of new products – matching and engaging descriptions for the website. Honchō has worked with New Era through several seasons to mass-produce product and meta descriptions on a large scale.

It’s important during this refresher process for any brand to ensure that the descriptions are SEO-optimised, capture the right search terms, and maintain a consistent tone-of-voice.

Honchō treatment

What can seem like a tedious task to some is a treat for our wordsmiths in the content team. After familiarising ourselves with all the new products, we go into customer mindset mode and understand what the customer is looking for when searching for each particular item.

We used this insight to implement accurate, descriptive and SEO-optimised copy that uniquely matched New Era’s tone-of-voice. In Q4 2017 alone, we produced over 1160 product and meta descriptions!


“Working with Honchō on a monthly basis to write our product descriptions has been an extremely positive experience. The team complete the work promptly and we’ve been very pleased with the SEO and customer journey strategies recommended to improve our conversion rate.”

Simone Inskip, Retail Marketing Manager at New Era