Hunter Allgor

— BRAND

LG


— ROLES

UX Writing

SEO


— YEAR

2023

Buying a new refrigerator is an investment—and for busy families trying to make the right choice, the process can be overwhelming. In order to position LG as a leader in the category and capture users early in the buying journey, we transformed a standard product page into a search-optimized buying guide.


Grounded in SEO research and real user questions, the guide was built as a one-stop-shop to connect families with the features they actually care about. I was challenged to write copy that balanced SEO performance with UX best practices, making it discoverable while still being genuinely useful.

Copy Considerations

Highly informed by SEO research and recommendations


Use general category language as opposed to brand-specific terms


Capture consumers at the early stages of their purchasing journey by answering popular questions


Compete with other refrigerator buying guides designed to reach shoppers at the very beginning of the journey


Target consumers pursuing kitchen renovations or distressed buyers looking to make the best purchase quickly (i.e.; broken fridge)

TEAM

Hunter Allgor (Copy), Erica Lewandowski (Design)