TheHealthcounter is a leading health, beauty and pharmacy website. ClickThrough created unique product listings with keywords for 3,500 products, within a 13-week deadline.

BRIEF: Create unique product listings with keywords for 3,500 products
TARGETS: Product listings on Google Shopping, keyword optimisation for on-site searches, assist conversions
OUTCOME: All 3,500 descriptions delivered within agreed timescales

The Client

TheHealthcounter is a leading health, beauty and pharmacy website, stocking thousands of products ranging from plasters, to pet care, through to mobility aids. It also offers an online prescription service, and a medical advice centre staffed by qualified doctors.

The Challenge

In the lead-up to Christmas, TheHealthcounter introduced 3,500 new product listings to its website, and needed descriptions for each one. The project had a 13-week deadline for completion. Each description needed to be entirely unique to TheHealthcounter, accurate and informative, and written in the right tone for their core audience. As well as optimising the product listings for Google Shopping, we researched keyword terms for on-site searches, to help assist conversions and ‘similar’ product purchases.

The Strategy

We devised a list of search engine and on-site keywords for each product listing, which would make it easier for potential customers to find TheHealthcounter via Google, and, once on site, find the type of products they wanted quickly and efficiently. We produced accurate, unique descriptions for each product range, completing 3,500 so far, and counting. Where TheHealthcounter’s biggest competitors (including Tesco and Boots) often just include a cut and paste of the manufacturer’s product listing, TheHealthcounter now has its very own, unique site content – which isn’t featured anywhere else on the web.

The Result

We delivered all the product listings to deadline, before Christmas. After we completed the work, TheHealthcounter commissioned ClickThrough to regularly produce product descriptions across their ranges, as well as creating topical, informative and accurate monthly blogs and news articles for their website.

“Our initial project with ClickThrough had some extremely demanding requirements and deadlines. ClickThrough really rose to the challenge and worked tirelessly to deliver the project within the agreed timescale and budget. We found the team to be really flexible, and they continually communicated with us on project progress. We’re looking forward to continuing working with ClickThrough.”

Ann Talboys, e-commerce manager, TheHealthcounter.com

Key Website Content Takeaways

  • Number of product descriptions produced: 3,500 in 13 weeks
  • Signed up to our ContentVOX news service
  • On-going product description work scheduled during 2012