Atlas Inkwell: A Redesign Built for Niche Search

Atlas Inkwell sells writing tools for people who love the craft. Its customers search for very specific items. The brand needed a website that could meet them there.

Niche shoppers use specific search terms. Atlas Inkwell’s old product pages were too general to match them.

The site also had little content for hobby writers. That made it hard to reach people who were still exploring.

We redesigned the store around two goals. Product pages had to match niche searches. New content had to bring in people who love journaling and calligraphy.

• Gave each product its own clear page layout.
• Wrote detailed descriptions in plain language.
• Updated titles and headings for niche searches.
• Improved image sizes and loading speed.

• Planned topics around what hobby writers ask.
• Wrote helpful guides on journaling and calligraphy.
• Used a clear heading style that is easy to scan.
• Linked each guide to related products.

• Grouped products by use, such as journaling or calligraphy.
• Added internal links between guides and product pages.
• Made the menu simple on desktop and mobile.
• Reviewed page speed after launch.

• Niche product pages were clearer and easier to find.
• Journaling and calligraphy content gave the site new ways to be discovered.
• Visitors moved from guides to products with ease.

• Organic sales improved.
• The brand became more visible for writing-related searches.
• The content library gave the team a base to keep growing.

Our new site feels like our brand. The guides bring in the right readers, and our products are easier to find.

— Founder, Atlas Inkwell