Bulb guides

The brief

Energy company Bulb wanted to target people interested in saving energy or cutting their energy bills with long-form explainers written in a magazine style, with a casual browser in mind, and optimised for search engines.

A Senior Copywriter at Bulb, I identified key concepts relating to energy and carbon emissions, then researched each topic, adding stats and information provided by Bulb energy specialists and experts. I also did keyword research to understand what information people were interested in, and which terms people used to search for information.

I then worked out how best to structure the guide, with headings and illustrations in mind, and wrote in a clear, informal style, tackling complex subjects in simple language anyone could understand.

The process

The outcome

By targeting our content at subject keywords and search, we were able to increase organic reach and brand awareness among people interested in saving energy or motivated to cut their energy costs.

Bulb has sadly gone the way of energy companies (RIP), but some of my work is still viewable through the Wayback Machine archive:

  • Simple ways to save energy at home (archive link)

  • A guide to energy-saving appliances (archive link)

  • The home renovations that save the most energy (archive link - it’s a must-read for Phil Collins fans)