Website Content Strategy

Helping diamond shoppers say “yes!”

Bringing the Helzberg Diamonds story to life within their large eCommerce website

Helzberg Diamonds Case Study (1).png


Challenge: bring the in-store experience online

“It’s too transactional.” This was the biggest concern the Helzberg team had about their old website. There were plenty of products to buy, but no narrative to go along with them.

Helzberg Diamonds, a Berkshire Hathaway company, has been in business for over 100 years. At the core of everything they do is helping the customer feel loved—a value that makes their in-store experiences one of the best in the industry.

The online experience was missing the warmth and expertise that customers receive in-store, and that’s where we came in.

Stakeholder interviews and research


We kicked off with a visit to Helzberg HQ in snowy Kansas City, Missouri. There, we hosted a brand voice workshop, interviewed stakeholders, and even got o meet with Helzberg C.E.O., Beryl Raff.

Back home in Austin, I also did some secret shopping at the local Helzberg store to see what all the fuss was about—and the in-store experience did not disappoint.

Throughout this discovery period, we realized that the knowledge of the store associates are what make shopping at Helzberg so special.

Buying a diamond is a big purchase, and customers want to feel like they’ve made the best choice so they can go home a hero. We could foster that experience online with great education content.

Strategy and information architecture

Based on what we learned during discovery, we created a detailed plan for the new website. This included a content compass and messaging hierarchy document that will help guide future content creators, a simplified navigation, and a more detailed project plan to make sure we could nail 100+ pages of content in their short timeline.


  • Content compass and messaging hierarchy

  • New site map and page titles

  • Content development plan


Content development and revisions

With the Helzberg team aligned on the strategy, we took off into content development in 6 batches, focusing on writing completely new education content to better the needs of modern shoppers. We tracked our progress in a detailed AirTable sheet.

We also made a ton of revisions to their existing content, identifying and solving accessibility issues along the way.

In the process, we also learned a lot about what worked and what didn’t work for the Helzberg team when it came to reviewing and approving content. These insights helped us then deliver a content workflow and governance plan at the end of the project.


Need help with your website?

Don’t throw in copy at the last minute. Let’s seamlessly integrate content with design from day one.