CASE STUDY
Fiero Group
Website Messaging, SEO Optimization, Product Copy + Content Architecture
A full-scale website transformation resulting in a 300%+ traffic surge and nearly 200% growth in user engagement across paid, organic, email, and social channels.
The Challenge
Fiero Group was preparing for the largest brand evolution in their history — a new website, new product positioning, and the rollout of Fiero AI, their breakthrough artisanal intelligence system.
Their existing website didn’t reflect:
The sophistication of their technology
The clarity required for product education
The storytelling power behind their ovens and automation tools
The scale of their manufacturing capabilities
The needs of distributors, operators, rep groups, and chefs
And most importantly:
They needed a unified voice, a clear product taxonomy, and an SEO architecture that could support growth now and for years to come.
This wasn’t just a rewrite — it was a complete rethinking of Fiero’s digital presence.
The Approach
01 Full Messaging Foundation + Brand Narrative
I rebuilt the messaging framework that drives the entire Fiero website.
Defined the homepage narrative
Developed brand pillars and voice guidelines
Positioned Fiero AI with clarity and credibility
Blended culinary storytelling with technical authority
This created the core language system the rest of the site could scale from.
02 SEO Architecture + Content Strategy
Behind the scenes, I established a full SEO foundation to support long-term organic growth.
Keyword research across ovens, automation, and ventilation
Metadata guidance and H1/H2 hierarchy
Internal linking strategy
Content architecture + product taxonomy
Page frameworks optimized for search
This ensured the new website wasn’t just beautiful — it was structured to perform.
03 High-Impact Website Copywriting
I wrote all critical pages, focusing on clarity, education, and conversion.
Complete Homepage rewrite
Full Fiero AI product page
Product category overview pages
Key supporting pages now moving into development
Each page was built to reduce friction, clarify decision-making, and guide buyers deeper into the product ecosystem.
04 UX Flow + Content Layout Design (Loveable)
Beyond writing, I designed full page flows using Loveable to improve scannability and storytelling.
Hero structure + CTA placement
Section sequencing
Visual hierarchy
Page wireframes for upcoming launches
Modular blocks for future expansions
This combined strategy + copy + UX into one cohesive experience that aligned with Fiero’s brand evolution.
The Work
1. Homepage + Product Ecosystem Messaging
I developed and wrote all core pages that define Fiero’s brand and sales narrative:
Homepage with a re-engineered hero, buyer pathways, and value messaging
The full Fiero AI product page
Complete category overview pages for every oven family
Modular messaging blocks for future product expansions
This laid the foundation for a clear, scalable, cross-site messaging system.
2. SEO-Driven Content Architecture
I built the search-focused structure behind the new site, including:
Taxonomy for ovens, automation, and ventilation
H1/H2 frameworks
Keyword integration across pages
Metadata guidance
Internal linking logic for discoverability and engagement
This architecture directly supported the traffic surge that followed.
3. UX Flow + Page Design (Loveable)
Beyond writing, I created full UX content flows using Loveable:
Wireframed page layouts
Section sequencing
Visual hierarchy
CTA strategy
Future-page templates currently moving into development
The end result: a website that feels structured, scannable, and conversion-ready.
The Outcome
The new messaging, UX structure, and SEO foundation created immediate, measurable impact.
300%+ Increase in Total Website Traffic
The biggest surges came from:
Email
Organic search
Paid and organic social
This reflects both stronger SEO architecture and clearer messaging for user intent.
Nearly 200% Growth in Key Engagement Metrics
Including:
Scroll depth
Event count
Pages per session
Session start
First visits
Total page views
Users were not just landing on the site — they were staying, exploring, and engaging.
A Stronger Digital Foundation Across Sales, SEO, and Brand
The website now:
Supports distributor and rep group needs
Elevates product understanding
Enables future SEO content hubs
Strengthens the presence of Fiero AI as a category-defining innovation
Built to Scale
The taxonomy, UX patterns, and copy systems are reusable — allowing Fiero to expand product pages, add technical resources, and grow visibility without reworking the foundation.
Why It Worked
A Unified Messaging + SEO Foundation
Every page — from homepage to product categories — was built on one cohesive narrative and one SEO-driven architecture. This created clarity for users and search engines, improving both discoverability and engagement.
Conversion-Focused UX + Content Flow
The combination of Loveable-designed page flows, strong hierarchy, and scannable copy made the site easier to navigate, easier to understand, and easier to convert from. Customers could immediately find what they needed.
Clear Value Positioning Across the Product Ecosystem
Complex products like ovens, automation, and ventilation were explained through simple, compelling messaging that meets buyers where they are. This positioned Fiero as both a technical leader and a culinary authority — strengthening trust across every audience segment.
Deliverables
Full Homepage Copy
Fiero AI Product Page
Product Category Overview Pages
SEO Research + Keyword Strategy
Content Architecture + Taxonomy
Loveable Page Designs (multiple pages)
Metadata Guidance
Internal Linking Strategy
Brand Messaging + Voice Development
Client Context
Fiero Group is a manufacturing leader blending culinary artistry with precision engineering. Their website acts as the digital hub for sales, education, brand reputation, and product discovery. This project rebuilt the foundation from the ground up and delivered measurable performance results.