Australian Botanical Art is an ecommerce web site that was developed in partnership with artist (and relation) Maurice Hayler in 2012. With nothing but search engine optimisation, the site was selling consistently three months after the launch date.
The site had been upgraded several times since with software releases, and a blogging engine was part of a more recent upgrade. This was an ideal opportunity to expand on the search engine optimisation and promote the prints further.
Purchasers of the prints have interests in three broad areas: art, Australian flora, and home décor. Blog content can be created that caters to those interests.
Three blog categories were created: The Stories Behind the Flowers, Botanical Bits, and Art, Prints and Framing.
The first category is dedicated to Maurice’s charming narratives on how he found the subjects for his artwork. These posts are not only authentic accounts that add character and backstory to the prints, but which also link to related articles that further share his adventures with readers. Each post additionally links to the prints should a reader wish to purchase them.
The other two categories are less personable but more practical, in that they offer information a reader could apply in their own life. Examples include a post explaining scientific (binomial) names, and a post on the importance of acid-free framing.
Adding a blog to the site proved a rewarding intellectual output, and there is potential for the site to grow beyond an ecommerce site. More posts on more subjects still need to be written, but the diverse interests the site caters to means there’s no shortage of material in the forseeable future!
Please get in touch if you’d like help identifying blog topics for your own website. We can even write the content on your behalf if so desired.