Avery Row
Brand-led web copy worthy of first-page rankings.
01.
The Brand
Avery Row is a British baby and toddler brand founded by friends and mothers Helen and Fiona, built on a shared love of thoughtful design, quality, and sustainability.
Inspired by British landscapes and cherished childhood memories, the brand creates beautifully crafted, timeless essentials using organic and sustainable materials – pieces designed to be used, loved, and passed on.
Collection copy
“Choose from a range of timeless prints and calming colours in cotbed bedding sets, designed to grow with your child from baby to toddler and beyond.”
02.
The Brief
Avery Row needed collection page copy that would help more people discover the brand online. The brief called for thoughtful content that answered key customer questions, guided shoppers to the right products, and felt like a natural introduction to the brand.
The goal was writing that works hard behind the scenes while feeling effortless on the page – helping people find what they're looking for and feel good about where they've landed.
Website FAQs
“In those first precious months, play mats provide a soft, safe space for newborns – and as your little one grows, the perfect surface for tummy time, sitting and crawling.”
03.
The Result
I wrote SEO-optimised copy for a series of collection pages, carefully balancing targeted keywords with Avery Row’s warm, friendly tone of voice. Alongside the introductions, I created helpful FAQs designed to answer the questions new parents are genuinely asking.
The impact was almost immediate, with the pages returning to first-page organic rankings after a long period of fluctuation – exactly the kind of result that makes the work worthwhile.
Collection copy
“Make nappy changes quick, clean and comfortable for your little one with our baby travel changing mats. Crafted from organic cotton with a light water-repellent finish, they’re easy to wipe clean and perfect for using on the go.”
04.
Selected Work