Website copywriting for a Cotswold tourist attraction
The client: Painswick Rococo Garden
Painswick Rococo Garden is one of Gloucestershire’s best-kept secrets. As the UK’s only complete surviving rococo garden, it combines the great outdoors with a cheeky peek into the flamboyance of the early 1700s, thanks to its colourful follies and unique features.
Much-loved within the Cotswolds, Painswick Rococo Garden is best known for its incredible annual display of snowdrops, which attracts visitors from far and wide – but this reputation as an early spring garden was failing to optimise visitor numbers throughout the rest of the year.
The attraction is supported by the Friends of Painswick Rococo Garden – a group of trustees responsible for the garden’s upkeep and ongoing restoration. Upcoming changes to the way the attraction is funded meant it needed to become more commercial, working harder to attract family visitors, and to become known as a garden for all seasons. A new website was the perfect starting point to address these challenges.
I met Painswick Rococo Garden marketing manager, Claire Barnes, to talk about the aims of the new website. I began the copywriting process by delving deep into the things that make the attraction such a special place, gaining a clear understanding of the opportunities that were available by promoting the garden to a new audience and attracting visitors all year round.
The previous website firmly positioned Painswick Rococo Garden for an audience of garden enthusiasts. It talked about the features, history and location of the garden, and provided plenty of practical information, such as admission prices and opening hours.
I recommended a fresh, approachable tone of voice that would appeal to a younger, family audience without alienating current supporters, a structure and flow that takes visitors on a journey through the seasons, and a frequently asked questions (FAQs) page that makes information easy to find, as well as helping with SEO.
Descriptive and emotive language throughout the new website brings Painswick Rococo Garden to life, evoking the feelings and emotions of visiting this beautiful garden, and positions it as a top Cotswold attraction and a garden for all seasons.
In the client’s words…
“Sarah immediately understood our needs and what we wanted to convey with our new website for Painswick Rococo Garden.
“She has a breadth of knowledge across copywriting, SEO, marketing and design, skilfully employing them all to create hardworking and engaging copy.
“Getting an independent, fresh perspective on your company is an extremely valuable exercise and Sarah really helped to ensure we were considering the needs of our customers.
“Sarah has been a delight to work with: very friendly, highly professional, delivering on time and exceeding expectations. We’re very excited to be launching the new website shortly.”
Claire Barnes, Marketing Manager, Painswick Rococo Garden