Web copy & content guideline in GER & EN

WALTER Werkzeuge

Effective and useful content for the online retail of tools

Who’s behind the project?

Since 1919, WALTER Werkzeuge has been producing and selling premium tools and hardware. As a global player, the innovative Salzburg-based company is known for the uncompromising quality of their products and their great value-for-money ratio. Besides retail in store chains and building supplies stores, WALTER Werkzeuge also focuses on industrial B2B trade as one of its primary channels of distribution. Brands such as Workzone, Gardenline, Ferrex or Kraft are household names when it comes to tools for hobby DIYers. To address the end customer directly, the company decided to implement an e-commerce strategy including an online shop. 

The challenge

Accompanying businesses as they set up a successful online shop is always a challenging task. Especially if there’s hardly any content to begin with. That’s why we had to specify our priorities for the creation of web copy before drawing up a structure for the various theme worlds. 

One of these priorities was the structure of the individual content pages. We had to really immerse ourselves in the world of WALTER Werkzeuge. After all, a well-conceived strategy for guiding users through the different web pages is one of the cornerstones of successful e-commerce. 

The special nature of the project

As part of the e-commerce project for WALTER Werkzeuge, our editors covered almost the entire repertoire of text types – in both German and English. 

  • Web copy for category pages is intended to achieve good rankings in Google search results. At the same time, the texts provide useful information and added value for the user. For this type of content, WDF*IDF texts were used for WALTER Werkzeuge. 
  • Texts for the different theme worlds are not about specific products – instead, they let users immerse themselves in a certain topic. Products and links to different categories are integrated natively. 
  • Texts for the company pages of WALTER Werkzeuge inform readers about product-independent facts and figures and are not immediately relevant for search engine rankings. 

Project services

  • more than 100 online texts in German and English for WALTER Werkzeuge’s corporate page and online shop – among them, web copy for category pages including WDF*IDF analysis and system texts
  • web copy guidelines for shop pages 

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