The Content Hub

The Ideas & Inspiration page is the central place to find UGC, guides, and product education. Here, we featured new articles, trending styles, seasonal lookbooks, and shop-the-room pages for designers and homeowners to see Signature Hardware products come to life.

• Buying Guides are comprehensive, BOF content that aim to educate and convert. Buying Guides drive to related categories and product pages and link to related content.

• Style Guides are highly engaged with and establish the brand as an authority in the design space. The brand featured style trends and published an annual Trends article with upcoming interior design trends based on global research.

• Design Tips show our products and categories in everyday spaces, adding to the approachability of the products. These articles gave ideas on how to style products, practical tips for updating the kitchen and bath, and exploring different rooms and life stages.

• How-to Guides were valuable for customers, showing them how to install fixtures and how to care for and maintain them. These were used in post-purchase emails to keep the content readily available for customers.

• … and more. Lookbooks, seasonal digital books, were published in alignment with marketing campaigns and showroom initiaties. Projects from the Pros featured designer spotlights and UGC where Signature Hardware products were used as part of the project. Shop the Room pages provided a curated display for products in relation to a design trend, a theme, or a campaign.

Content Updates

One of the largest projects I worked on at Signature Hardware was a months-long content overhaul. In collaboration with the copy director, creative director, and the overall creative team, we audited and updated almost 200 articles. After I provided performance data for each article and reviewed with the team the topics that best suited our customers, I developed detailed briefs for each one. These briefs included focus keywords, updated URLs or categories when necessary, internal links, and an outline — at times detailing new sections based on keyword research and customer needs. While the goal was to improve rankings and clicks, ensuring matching search intent and connecting the topics to our products was also a focus.

As a result, the updated articles helped the site rank for hundreds of new keywords, increase site engagement, and move shoppers down the funnel.

Once the overhaul was complete, we began publishing new content to fill education gaps, focusing on creating more Buying Guides to increase conversions.