SITUATION
Acura CPO team planned to remove Model Landing Pages (MLPs) to streamline the customer journey. However, SEO analysis revealed MLPs drove 30.2% of natural search traffic for Acura, making them critical touch points.
TASK
Lead the copywriting effort for a comprehensive redesign of the Model Overview Page and MLPs to preserve SEO performance while streamlining the customer journey and providing clearer paths to inventory.
ACTION
As the lead writer, I led content strategy and execution across this multi-month project, partnering with strategy, product, SEO, design, and development teams.
Key deliverables include:
- Model Overview Pages: Executed a content approach with positioning statements, category-sorted vehicles, and dual CTAs for both brands.
- Individual Model Year Landing Pages: Created year-specific pages optimized for SEO with streamlined content and direct paths to filtered inventory. Adapted Acura framework for Honda redesign, scaling strategy across Honda's more robust brand catalog.
RESULT
Delivered comprehensive CPO redesign for Honda preserving critical SEO performance
Created scalable template system reducing ongoing maintenance while improving customer journey to inventory
Wrote and launched 72 custom MLPs for Honda's full vehicle portfolio from MY22 - MY26