Selling electrical clearance stock to two audiences at once
A Landes specialist in LED lighting and electrical supplies, speaking to homeowners and electricians without writing everything twice.
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x4
more organic traffic in eight months
236
articles and category pages reworked
The context
Distock × Sedestral
The company
Distock clears electrical supplies and LED lighting from Tarnos, in the Landes: bulbs, spotlights, floodlights, panels, switchgear. Its WooCommerce store serves the homeowner redoing a room as much as the electrician ordering daily, with a dedicated trade area.
First contact
The catalog turns over fast: what's in stock today won't be in three months. Writing by hand for a moving catalog had never held up. What convinced the team: producing at the pace of the stock, without spending every evening on it.
The challenge
Two audiences don't search the same way. The electrician types a reference and a standard, the homeowner describes a room and a mood. Both had to be covered without diluting the site, and without letting clearance offers wipe out the pages that sell all year.
The solution deployed for Distock
STEP 1
STEP 2
STEP 3
Write where the product page says nothing
The product gives the reference, the article gives the choice.
Buying guides by use: kitchen, workshop, outdoors
Comparisons between ranges, wattages and color temperatures
Answers to installation and compatibility questions
Standards and IP ratings recapped in every guide
Lift the categories that sell
Rémi goes through the catalog pages one by one.
Thin or duplicated categories rewritten
Internal links from guides to the product families
Titles, subheadings and meta tags reworked page by page
Content score re-measured after every pass
Separate the pro's search from the homeowner's
Alya builds two ways into the same catalog.
Technical queries separated from use-based queries
Topics sorted by room, lighting type and standard
Electricians' vocabulary used exactly as they type it
Priority given to ranges kept in long-term stock
Write where the product page says nothing
The product gives the reference, the article gives the choice.
Buying guides by use: kitchen, workshop, outdoors
Comparisons between ranges, wattages and color temperatures
Answers to installation and compatibility questions
Standards and IP ratings recapped in every guide
Lift the categories that sell
Rémi goes through the catalog pages one by one.
Thin or duplicated categories rewritten
Internal links from guides to the product families
Titles, subheadings and meta tags reworked page by page
Content score re-measured after every pass
Separate the pro's search from the homeowner's
Alya builds two ways into the same catalog.
Technical queries separated from use-based queries
Topics sorted by room, lighting type and standard
Electricians' vocabulary used exactly as they type it
Priority given to ranges kept in long-term stock
Write where the product page says nothing
The product gives the reference, the article gives the choice.
Buying guides by use: kitchen, workshop, outdoors
Comparisons between ranges, wattages and color temperatures
Answers to installation and compatibility questions
Standards and IP ratings recapped in every guide
The next customer story could be yours
Request your demo