Web-friendly writing

As a river cruise company with strong American roots, Avalon Waterways wanted to bring their world-class river holidays to Europe. The brief? To rewrite crucial pages from their US website for a European audience, weaving in key words to improve the new .co.uk site’s online searchability.

We set about crafting web-friendly, flowing copy that informs as much as it entices, removing Americanisms and US spelling. We considered the European mindset and drew on the points that were most likely to appeal to this audience. And we spliced the copy with search terms to help boost its online ranking. The result? A brand new site fine-tuned to bring in a flood of enquiries.

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