Northwood Construction | Website Redesign

Content Strategy and SEO Copywriting

  • Develop a content strategy to showcase the high-quality, lovely projects our client completes.
  • Consult with the website developer to create remodeler-specific pages critical in building credibility and trust and converting leads to sales, including creating a Project Stories template.
  • Provide keyword research and SEO copywriting for the entire site. This included reviewing approximately 60 blog articles for relevance.

This Washington, D.C.-based remodeling company needed a major website redesign, as it was last modified in 2014. They wanted a modern website that was modern, clean, and better showcased their message and work.

From a copywriting perspective, this project’s critical aspect was finding ways to include local search. This is accomplished in two key sections of the website – the Portfolio and Project Stories.  The Portfolio is sortable by project type (aging-in-place, basements, kitchens, bathrooms, home additions, etc.) and each project is associated with the town where the remodeling took place. We cross-checked other online sources, like Houzz and Facebook, where these projects we posted, to add details where available. Over time, we’ll work with the client to expand those thin project portfolio details. We also created a Project Stories section that tells the story of the remodeling project in more detail, making sure to interlink the story to the portfolio page to give visitors more opportunities to learn about our client’s process and capabilities.

One unique characteristic of our clients is that they take special care of the fur kids while on the job site, and when the job is complete, they take photos of the dogs and cats in addition to the finished projects. The web developer honed in on these adorable photos and used them in the Calls-to-Action. We, in turn, “played” on the image with words. This is just one example of how we worked together to make sure the “fun” of our clients is portrayed throughout the website.


Because their website was nearly 10 years old, one of the challenges was sifting through approximately 175 content pages, posts and projects to determine what content was relevant today and not too dated.

Paprika Creative was the website designer and developer on this project. Our primary role was providing keyword research, SEO strategy and SEO copywriting.

See Northwood Construction’s website >>

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