CASE STUDY

Working with onefinestay to create consistent website copy

With increased time-intensive work and limited in-house resources to deliver larger volumes of on-brand copy, onefinestay approached Big Star Copywriting to find a more comprehensive solution to its website content creation. We spoke with onefinestay’s Content Manager, Liz Wootton and Big Star Copywriting CEO, Derryck Strachan, to learn more about how Big Star work with onefinestay to deliver high-quality, creative website content.

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Projects & Campaigns

Website copywriting for villa, home & chalet listings

Content creation for destination pages

Tone of voice support

Search Engine Optimisation

Who is onefinestay?

onefinestay is a one-stop destination for exceptional quality homes and experiences in the most desirable destinations across the globe. With over 5000 unique homes, villas and chalets in over 50 getaway hotspots, onefinestay has expert travel advisors to take care of every detail. Pairing you with a perfect-match holiday that covers everything important to you, guests can expect a tailored stay and hassle-free travel experience.

But with over 5000 listings on the website, onefinestay requires thorough and congruous website copywriting to ensure its homes appear in search engine results and potential customers are persuaded by its affluent holiday offerings. It’s a time-consuming process, and Liz decided that external support was needed to keep up with these fast-paced deadlines and high-demand content creation tasks.

Before working with Big Star Copywriting

Before approaching Big Star, onefinestay worked with a bank of freelancers managed in-house. However, as the demand for fresh website copy increased, this solution became less viable and more time-consuming.

“We were looking for a comprehensive alternative to our in-house content creation. We needed to outsource to an agency who could take care of the details and coordinate things while also maintaining our high standards for consistency and brand tone of voice, just as we do for all our in-house content” said Liz. That’s where Big Star Copywriting came in.

Finding Big Star Copywriting

After researching copywriting agencies online, Liz found Big Star Copywriting. onefinestay sent an enquiry followed by a test task after sharing the brand positioning deck and tone of voice guidance. Once Big Star had completed the task, Liz noted that the work received revealed Big Star was the perfect fit to help the luxury travel agent with its website content creation.

“The copy was creative and fitted the brief. Derryck is so efficient and very good at managing the process; he’s confident with the tasks, and the price was competitive too. But price aside, the quality of work made Big Star the obvious choice.”

Liz Wootton

Content Manager, One Fine Stay

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Getting the tone right

“onefinestay has very specific tone of voice requirements,” explains Derryck. “During the onboarding process, we had training calls with the full team. We submitted sample content from 12 of our writers before settling on a small team of four writers who understood and delivered the tone of voice best. The project has also involved regular feedback from the onefinestay team as we evolve and refine the listings we write.”

“We’ve worked with onefinestay since the beginning of 2022, and since then, we’ve also worked on long-form travel guides, email content and direct listings. The latter requires a 48-hour turnaround time. A significant level of project management is also needed as we upload the content directly to onefinestay’s spreadsheets.”

The impact of well-written website copy

Working with onefinestay to rewrite its product listings and destination pages, Liz reported that Big Star’s consistent and creative content creation has positively impacted and helped grow its online presence.

Complementing work completed by onefinestay’s SEO agency, Big Star follow SEO briefs to rewrite destination pages and create new SEO articles for the onefinestay site. Big Star’s well-written content has been essential to help “grow website traffic, market onefinestay and improve SEO on our site,” said Liz.

Working with Big Star Copywriting

“I would highly recommend Big Star Copywriting for any business in the market for outsourced copywriting or content creation,” said Liz when asked what she would say to anyone thinking of working with Big Star, “They offer a very good service; they’re professional, efficient and creative.”

“We’ve asked for quite a few complex and time-consuming projects, but Big Star has always performed. They meet demanding deadlines and have been really helpful with internal time management. They’re on-call to help and support the whole process, which has been really valuable.”

Liz added that Big Star is always willing to take on new projects, “they’re enthusiastic – it’s great to have an agency who never feels stale, stagnant or coasting.” Big Star Copywriting continues to work with onefinestay on listing rewrite and destination page projects.

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