In 2026, Wolkenlos Kosmetik, an Austrian beauty brand, got a new website including an online shop. A massive undertaking with tons of technical, design and copy challenges – but the result turned out amazing! In this specific blog post, I’d like to have a look at website copy, which combines personality and texts people actually want to read with SEO that goes beyond keywords. Because yes, that IS possible, 😉
For this website project, we had a couple of very different goals: Apart from a new, modern design, it was also time to give Wolkenlos Kosmetik SEO website copy that ensures the brand and its products are actually found by search engines. Since the target audience for the website are humans, though, we had to make sure that the copy is nice to read, leads through the website effortlessly and answers any and all questions – while being search-engine optimized.
So really, the goal was all-singing, all-dancing, truly good website copy. 😅
Requirements for Wolkenlos Kosmetik’s SEO website copy
When writing the website copy for Wolkenlos Kosmetik, there were three main requirements I had to meet:
- Communicate the brand’s values clearly
- Capture the essence of the brand’s personality
- Ensure the brand and its products are found through SEO
Combining fact-based SEO with capturing the brand’s values and personality with words is always a fun challenge, and there were a few things to watch out for with Wolkenlos Kosmetik: what started out as a small natural cosmetics label evolved into a self-confident beauty brand over the years – and showing this confidence without appearing arrogant or patronizing is no easy feat.
In addition, Wolkenlos Kosmetik is a brand with strong values. For example, sustainability is top of mind for every product and process, starting with production with green energy and low-impact packaging to CO2-neutral shipping and more. Something else they really care about is transparency and honesty – Wolkenlos Kosmetik takes a stance against bad practices in the beauty industry and challenges empty promises, baseless trends and marketing lies.
As a brand, Wolkenlos Kosmetik is approachable and down-to-earth, and communicates with a wink when it’s appropriate. The heart of the brand is and has always been the founder, Daniela Kirchweger. She cares deeply about the quality of her products, ensuring that they help the humans using them without hurting the environment. Every last one of her products is hand-made in Austria.
Examples: when SEO goes beyond keywords
So let’s look at a few examples for good website copy that ticks all the boxes mentioned above. 🙂
Example #1 – the trick with the eyebrow
We decided to define the eyebrow as the H1 in the background. This allows us to use a nice wording for the actual H1 that appeals to readers while at the same time showing the SEO keyword “hand-made cosmetics from Austria” as the first and most important thing to search engines.
This is a great trick we often like to use when we need a strong statement in the H1 – and if “Because change also needs to enter the bathroom” doesn’t clearly position the brand, nothing will. 😅
Example #2 – SEO copy for product and product category pages
The great thing about this website having an online shop is that this gives us tons and tons of opportunities for search-engine optimization: each and every product page as well as all the product category overview pages can be used for SEO – which we used shamelessly for Wolkenlos Kosmetik. 😉
Apart from the strategic placement of the right SEO keywords in meta copy and the H1 (so the product name) we focused on presenting all product info in a logical way that’s easy to understand.
This isn’t just great for customers who see all hard facts at a glance and easily find answers to all their questions. It’s also something that makes sense with regard to GEO and being placed in AI queries.
What you see here is the hero of the overview page of all of Wolkenlos Kosmetik’s products. There’s not a ton of space here since its main purpose is to let the products shine – but that doesn’t mean we can’t weave in a main SEO keyword that works well within the keyword clusters used for the entire website.
So, if you look closely, you’ll find the main keyword “Österreichische Kosmetik” or “Kosmetik aus Österreich” (cosmetic products made in Austria) in the eyebrow, which we again defined as the H1 in the background, and at the end of the body copy. And that’s in addition to the meta copy.
Apart from the values and products, we chose our SEO keywords based on the company’s location. This worked perfectly well here because the beauty industry is ginormous, so the fact that Wolkenlos Kosmetik’s products are hand-made in Austria is a unique identifier – which is also something that people look for online! Yay us! 🥳
Example #3 – cross-page logic
Given how the strong values are part of Wolkenlos Kosmetik’s DNA, we allocated two pages of the new website to that topic. One is a general about page introducing the people who work at the company, and the other is a value-specific page discussing the topic of sustainability in detail.
Together, these two pages paint a clear picture of what the brand stands for, almost like a duet. Which is exactly why I decided to align the H1s of these two pages by using the same phrase in both cases: “your product and the people/values behind it”. This allows us to put a clear focus on the customers and the products while at the same time creating coherence within the website.
In addition, we used the eyebrow trick on both pages: by telling search engines that they eyebrow is the H1, we make the most of the SEO keywords in the hero – without the keywords stealing precious space from what human visitors see as the H1.
Example #4 – the blog as an SEO booster
If search-engine optimization plays a big role for your website, a blog can do absolute wonders by allowing you to regularly publish SEO content, which opens soooo many doors.
Some of the advantages are, for example, that regular updates tell search engines that your website is “alive”. You can also use every single one of your articles for search-engine optimization and post articles about hot topics, showing that you’re current and relevant. By writing various articles surrounding one main topic, you can create content clusters with internal links and solidify your status as an expert for both, humans and search engines.
For Wolkenlos Kosmetik, we just had to use this potential – not just for SEO reasons, but also because of the myriad of bullshit claims, ingredient bashing, and questionable practices in the beauty industry. This brand is all about transparency and honesty, and the blog is a space where these values become alive.
It’s a space where Wolkenlos Kosmetik can take a stance against toxic marketing and lies the industry tells its customers. When it comes to beauty products, many questions are quite complex and there are no easy answers – which doesn’t stop many players in the industry to provide them anyway.
Wolkenlos Kosmetik chose a different path, and the long-form content in the blog is ideal to discuss complex topics and compromises that sometimes need to be made. There’s plenty of space for nuanced views, explanations and thought leadership in the beauty industry.
And at the same time, we used the blog overview page for a dash of personality, referencing the brand name “Wolkenlos”, which means cloudless, and saying the blog provides cloudless insights. 😉
Example #5 – spotlight on human users
The last thing I want to show you has less of an SEO focus than the rest of the examples, but is a perfect illustration of text and design enriching each other to create a truly nice experience for website visitors.
As a team working on this website together, we agreed that while the values page obviously needs a certain level of search-engine optimization with relevant SEO keywords, a strong placement in traditional search engines isn’t very realistic. Wolkenlos Kosmetik is too small of a brand for that, and the topic of sustainability in the beauty industry is simply too big.
So, instead of fighting a losing battle and trying everything we can to appease the SEO gods, we decided to focus on the next most important thing: the humans who visit the website. We wanted to ensure that the values page actually adds value for customers (see what I did there? 😉), and offers a nice browsing experience.
This section discussing the Wolkenlos Kosmetik’s USPs and which values guide the brand, is a brilliant example for what this can look like.
The web designer added a plant illustration to each of the USPs to create a visual focus that works really well with the new branding – and opened up great options for the wording of the heading!
I chose “these values help us grow” for the H2, which doesn’t just reference the plant illustrations, but also communicates that Wolkenlos Kosmetik knows that their strong values are part of their success.
In a way, this section is like a garden of values that doesn’t just convey the brand’s stand on important topics in the beauty industry, but also shows how much the brand cares about nature and the environment.
SEO website copywriting needs more than keyword stuffing
If you’ve read this entire blog post, you probably already realized this, but I’m gonne repeat it anyway: Search-engine optimization goes way beyond throwing SEO keywords on your website.
Obviously, the keywords play an important role. But very often, companies forget that despite all the technical details of search-engine optimization, the people who use your website are still at the heart of everything.
Because if your website doesn’t answer the questions of visitors, doesn’t make any sense, confuses people, or is practically unreadable due to keyword stuffing or boring copy, people will leave your website. And that will impact your ranking negatively.
So, give your SEO copy a little love and a human touch – and please, please, please, do not forget your target audience (which is the #1 communication issue in website copy). 😅
If you feel a little overwhelmed by all the things you have to remember with search-engine optimization and SEO that goes beyond keyword stuffing, don’t worry – I’d be happy to help you with SEO copywriting.
