Staples

Staples

Led the content strategy and execution for launching Bostitch Office products on Staples’ website, optimizing a large product catalog to drive search visibility, engagement, and conversion.

Staples ecommerce launch & product content strategy

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The Challenge

• Launching and scaling a large product assortment within a competitive marketplace

• Ensuring compliance with Staples’ content and merchandising standards

• Driving discoverability across similar product categories

• Balancing SEO optimization with clear, conversion-focused messaging

The Strategy

Developed a marketplace-focused approach centered on SEO, scalability, and visual impact:

• SEO-driven content: Keyword-optimized titles, product details, and specifications

• Scalable system: Standardized structure across a high-volume product catalog

• Conversion-focused messaging: Highlighted key features and use cases

• Visual alignment: Strengthened product storytelling through imagery and A+ content

Execution

• Wrote and optimized 160+ product listings across staplers, pencil sharpeners, staples, and staple removers

• Developed SEO-focused titles, product descriptions, and specifications

• Built and published listings directly within the Staples portal

• Provided creative direction for studio imagery, lifestyle photography, and A+ content

• Ensured consistency, accuracy, and platform compliance across all listings

Key Results & Impact

• Ranked within the top 5 search results for staplers & sharpeners

• Positioned products among the highest-rated in category

• Increased product visibility and discoverability

• Built a scalable framework for large catalog optimization

• Strengthened Bostitch Office’s presence within a competitive retail marketplace

• Demonstrated the effectiveness of SEO + content strategy at scale

• Improved product positioning through high-quality content and visuals

• Established a foundation for ongoing eCommerce growth and performance