Building demand for a product nobody searches by name
A Bordeaux brand of wooden acoustic panels, where demand has to be created before it can be captured.
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+80%
more organic traffic in one year
312
guides and articles published in one year
The context
Bowa Concept × Sedestral
The company
Bowa Concept designs and sells slatted wooden wall panels from Bordeaux, decorative and acoustic, for indoor and outdoor use. Its Shopify store serves homeowners renovating their space as well as architects and installers.
First contact
The product is new to the French market: few people search for it by name. The team was already publishing installation guides, but with no overall plan and no steady pace. What convinced the brand: keeping an editorial rhythm without hiring.
The challenge
Nobody types the name of an acoustic panel without having seen one somewhere first. Demand had to be picked up further upstream, where someone is trying to soundproof an office, dress a living-room wall or tame the echo in a room, and that search then guided towards a product they are only just discovering.
The solution deployed for Bowa Concept
STEP 1
STEP 2
STEP 3
Document the installation from start to finish
Doubt about fitting is the number one brake on orders.
Guides on spacing, cutting and fixing
Edge cases covered: ceilings, outdoors, uneven walls
Answers taken straight from customer service questions
Step-by-step visuals produced for every guide
Connect the guides to the collections
Rémi turns reading into a product visit.
Shopify collections rewritten and expanded
Guides linked to the matching product ranges
Titles and meta tags reworked across the whole catalog
Content score tracked collection by collection
Start from the problem, not the product
Alya works back up the chain to purchase intent.
Soundproofing, echo and acoustics queries mapped out
Decorating and renovation topics covered before the product
Topics sorted by room and by use
Priority given to searches that end in a purchase
Document the installation from start to finish
Doubt about fitting is the number one brake on orders.
Guides on spacing, cutting and fixing
Edge cases covered: ceilings, outdoors, uneven walls
Answers taken straight from customer service questions
Step-by-step visuals produced for every guide
Connect the guides to the collections
Rémi turns reading into a product visit.
Shopify collections rewritten and expanded
Guides linked to the matching product ranges
Titles and meta tags reworked across the whole catalog
Content score tracked collection by collection
Start from the problem, not the product
Alya works back up the chain to purchase intent.
Soundproofing, echo and acoustics queries mapped out
Decorating and renovation topics covered before the product
Topics sorted by room and by use
Priority given to searches that end in a purchase
Document the installation from start to finish
Doubt about fitting is the number one brake on orders.
Guides on spacing, cutting and fixing
Edge cases covered: ceilings, outdoors, uneven walls
Answers taken straight from customer service questions
Step-by-step visuals produced for every guide
The next customer story could be yours
Request your demo