Terra & Co had healthy traffic and forgettable copy — product pages that described features nobody asked about, and a homepage that never said what the brand actually stood for. Here's how a full website content rewrite lifted conversion 64% with zero new ad spend.
Terra & Co
D2C home & lifestyle brand
Healthy traffic, flat conversion
Generic feature-list copy, no clear brand story or value prop
6-week rewrite
Fixed scope, fixed price, one-time project
Content Marketing
Messaging strategy, full-site copywriting
Terra & Co's paid and organic traffic was healthy and growing — the problem was never getting people to the site. It was what happened once they arrived. The homepage led with a generic mission statement instead of what made the products different, product pages listed materials and dimensions with no sense of who they were for or why they mattered, and the FAQ buried the objections that were actually stopping people from buying. Every page read like it was written to be technically complete, not to persuade anyone.
Read every page against session recordings and support tickets to find exactly where copy was losing people.
Defined a clear value proposition and voice, tested against the brand's actual customers before writing a single page.
Led with the differentiator, not the mission statement — rewritten to answer "why this, why now" in the first screen.
52 product pages rewritten around real buyer questions and objections, not just specs and dimensions.
Rebuilt the FAQ around the actual reasons customers hesitated, sourced directly from support tickets.
New copy tested against the old on key pages before rolling out site-wide, confirming the lift before full launch.
The homepage rewrite alone moved the needle first. Leading with the actual differentiator instead of a mission statement lifted homepage-to-product click-through before a single product page had even been touched.
Same visitors, same products, same price points — just copy that finally did the selling.
The entire lift came from content — no traffic increase or media budget change involved.
Homepage, category pages, every product page and the FAQ, rebuilt around real buyer questions.
"We rewrote our whole website with ZielDigital and conversions jumped 64% on the same traffic. Words that finally do the selling for us."
Conversion rate figures come from GA4 and Shopify Analytics, comparing equivalent traffic volumes before and after the content rewrite launched, with no change to ad spend or targeting. Timeframe and starting baseline stated above, as with every case study we publish.
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