My client is an expert on factors that drive traffic to websites. They are a highly successful web marketing firm focused on helping small an mid-size retailers overcome the technology advantages that companies like Amazon enjoy with multi-million dollar budgets.

The client's brand, in fact, derives from how they deliver proprietary innovations that disrupt the playing field in areas like SEO, sales conversion and repeat visits.

The writing challenge was to bring those innovations (and the value they create) into the foreground and not get lost in the technology weeds. The writing must be compelling for the web retailer but also technically credible. And it obviously must also appeal to search engines.

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The project also included three case studies: