Copywriting and CMS content for a bank's entire new website
Eurobank was rebuilding its website from the ground up and needed a copy for every page before launch, plus someone to load it all into the CMS. Naturaily wrote the content for 130+ product and information pages, shaped the information architecture behind them, optimized each page for search, and published the finished material into the client's dedicated CMS. The whole build shipped in two months.
Results at a glance
536,000 characters
Original copy written for the new eurobank website.
134 pages
Product and information pages structured, written, and published.
2 months
From kickoff to a fully populated, launch-ready site.
SEO-ready
Every page was written to on-page SEO parameters before it went live.
Country
Poland
Industry
Finance / Retail banking
Services
Copywriting, Information architecture, CMS content implementation
What eurobank needed from its new website
Eurobank was launching a completely new version of eurobank.pl. Several specialist teams worked on the build in parallel, and the content workstream had a hard dependency on the launch date: the site could not go live with empty pages.
The bank needed a partner who could do three things at once. Write clear copy for a large product and information catalog, organize that copy into a structure users could navigate, and get every word into the CMS so developers and designers could keep moving.
Banking copy carries a specific risk. Readers give up when a page reads like a terms-and-conditions document. The marketing team wanted product and information pages that a first-time visitor could understand on the first pass, without translating jargon in their head.
The scope came down to a few clear needs:
copy for 130+ product and information pages, written to a consistent brand voice
an information architecture that grouped product cards and information pages logically
on-page SEO baked into every page rather than bolted on later
all content entered into the client's dedicated CMS, ready to publish
images, icons, and internal links chosen during content entry, not left as a later cleanup task
a pace that matched an aggressive two-month launch window
Why content was the bottleneck
A new website stalls when the pages exist but the words don't. Eurobank had the design direction and the CMS in place. The gap was 130+ pages of banking content that still had to be written, checked against SEO rules, and loaded correctly.
Content at this volume creates its own problems. Voice drifts across a large page set when several writers work without a shared standard. Product pages contradict each other on tone or terminology. SEO gets treated as a find-and-replace pass after the fact, which weakens both the copy and the rankings. And manual CMS entry, done page by page under deadline, invites broken links and mismatched images.
Eurobank needed all of that handled as one workstream, not four disconnected ones.
How Naturaily approached the project
Naturaily planned the whole content build in a single kickoff meeting with eurobank, agreed the plan, and then delivered against it in stages. One meeting set the direction; the team executed the rest.
Delfina Kaczałko
Marketing Manager, eurobank S.A.
Content for 130+ product and information pages was prepared and deployed fast, in just two months, and in full alignment with the agreed communication line. The team's commitment went beyond the brief. We could not have delivered this project so quickly without them.
The work covered far more than writing.
Information architecture first
Before writing a word, the team designed the site's information architecture. Product cards and information pages each got a defined structure, so every page type followed a predictable pattern. That structure made the copy faster to write, easier to scan for users, and simpler to load into the CMS.
SEO-ready copy for every page
The team wrote each page to on-page SEO parameters from the start. Keywords, headings, and page structure were part of the brief for every URL, so search optimization and readability moved together instead of fighting each other. For a bank competing on high-value product terms, that made each product page work as a landing page from day one.
Copy a first-time visitor can follow
The brief for banking content was plain language. The team wrote product and information pages that a non-specialist reads once and understands, which is harder than it sounds when the subject is loans, accounts, and financial terms. Clear copy here does double duty: it helps the user and it supports conversion.
CMS content implementation
Naturaily loaded all 536,000 characters into eurobank's dedicated CMS. During entry the team chose supporting photos and icons, set internal links between related pages, and checked that each page rendered as intended. Handling images and internal linking during content entry, rather than as a later cleanup, kept the site consistent and gave developers clean pages to work with.
Built to publish, not to hand off
The pages went into the CMS ready to go live. That let eurobank's other teams keep working in parallel and hit the launch date without a content backlog waiting at the end.
Business outcome
Eurobank launched its new website on schedule in September 2018 with every product and information page written, optimized, and live. The content workstream cleared its dependency instead of becoming the thing that held up launch.
The site went live with copy that matched a single communication line across 134 pages, product pages built to rank on their target terms, and a CMS populated with correct images and internal links. Eurobank's marketing team got a site users could actually read, and the wider project team got the content it needed to ship.
The project in numbers
536,000 characters
of original copy
134 pages
written and published
450 hours
of work
2 months
end to end
Outcome
We took eurobank from 130+ empty page templates to a fully written, SEO-ready site loaded into the CMS in two months.
Before
Eurobank had a new design and a working CMS, but no copy. More than 130 product and information pages sat empty, the content workstream had no defined information architecture, and the launch date depended on filling every page fast without breaking brand voice or SEO.
After
Naturaily delivered 536,000 characters across 134 pages, each written to a shared voice standard and on-page SEO parameters, then loaded into the CMS with images and internal links set. eurobank launched on schedule with a site users could read and product pages built to rank.
What this work delivered for eurobank
One consistent voice across 134 pages
A shared content standard kept tone and terminology aligned across the whole catalog, so the site reads as one brand rather than nine writers.
Product pages built to convert and rank
Each product page combined plain-language copy with on-page SEO, so it worked as a search landing page and a sales page at once.
A CMS ready for launch day
Every page went in complete, with images and internal links set, so eurobank could publish without a scramble.
A structure that scales
The information architecture gave eurobank a repeatable pattern for adding product and information pages after launch.
About eurobank
Eurobank was a Polish retail bank offering personal accounts, loans, and related financial products to individual customers. In September 2018 it launched a rebuilt version of eurobank.pl, with several specialist teams contributing to the design, build, and content of the new site.
Project
Website copywriting, information architecture, and CMS content implementation
Industry
Retail banking / Financial services
Scope
134 pages, 536,000 characters
Planning a large website content build?
We can walk you through how we would scope, write, and publish it.
More case studies
See how Naturaily solves complex web problems for real businesses.
Boodil
Financial services
Bridging Shopify with open-banking payments
We helped Boodil connect its payment solution to Shopify with a secure, scalable app. Now an approved Shopify payment partner, Boodil went from limited reach to serving merchants worldwide.
3.5M+
stores unlocked
Multi-market
expansion
Shopify
payment integration
Capitalise
Business Finance SaaS
Giving marketing teams control with a modern headless platform
Capitalise needed a modern website to replace their rigid legacy CMS and enable data-driven growth. We created a fast, headless platform with built-in A/B testing. Easy to experiment, optimize, and boost conversions.
5/5
Clutch review
90+
Lighthouse
Robust
A/B testing
n8n
Workflow Automation SaaS
Scaling n8n’s SEO growth with a high-performance Nuxt.js platform
n8n sought a scalable web solution for automated API-rich content creation in huge page volumes. The rapid website we created boosted their visibility and product usage while saving tons of time.
5/5
Clutch review
300k
API-driven dynamic pages generated
900%
More Top 10 keywords in 1 year
Urban
Wellness SaaS
Transforming web management to allow quicker SaaS growth
We supercharged Urban’s website and gave their marketing team the tools and autonomy they needed. All while significantly improving web performance and SEO capabilities.
96
Performance (Lighthouse)
100%
Web devs’ time saved
Total
Flexibility & scalability
Nerdy Banana
Apparel E-Commerce
Automated custom product configurator for Shopify-run multi-store
Nerdy Banana’s manual order processing hindered their efficiency and customer experience. Happily, we helped them increase conversion rates, delivery times, and sales.
3x
Quicker delivery times
95%
Production lead time saved
98%
Faster file preparation time
Best IT
Digital Consultancy Agency
Website migration to Jamstack with Next.js and Storyblok Headless CMS
Best IT aimed to showcase their digital expertise through a state-of-the-art website. To do so, we implemented a headless CMS for superior content and website management.
5/5
Clutch review
70
Fully customizable components
0.9 s
Time to Interactive
Etno Cafe
Gastronomy B2C & B2B
Modern, performant, and easy-to-navigate website based on Sanity
Etno Cafe needed a performant and secure website that'd support their growing brand thanks to its visual appeal and ease of management. They now add content quicker and engage customers more easily.
5/5
Clutch review
100
SEO (Lighthouse)
0.6 s
First Contentful Paint
Lingohub
Translation Management SaaS
Fast & scalable custom Vue.js app for improving translation efficiency
Lingohub needed a modern, scalable foundation for its translation SaaS. We migrated their platform to Vue.js, improving speed, collaboration tools, and securing €600k+ in funding for future growth.
5/5
Clutch review
600k+
Euros of new FFG funding
60%
Time saved on translation
Dajemy Słowo
Marketing Agency
WordPress migration to Jamstack for top-notch animations & security
Dajemy Słowo wanted to establish the agency’s position in a new digital era: enthusiastic, highly performant, and incredibly user-friendly. We joined them on their mission!
5/5
Clutch review
0
Attacks since deployed
0.5 s
First Contentful Paint
BGL
Housing Cooperative
Website overhaul for modern design and rapid performance
BGL needed a future-proof website to celebrate its 100-year legacy. We built a Jamstack-powered platform, giving their team full control over updates along with a fast, engaging experience.
5/5
Clutch review
100
SEO (Lighthouse)
95
Accessibility (Lighthouse)
FAQ
Questions teams ask before a large content build
Define the information architecture and a content standard before writing. When every page type has a set structure and a shared voice brief, tone and terminology stay aligned even with a large team and a tight deadline. For eurobank, that standard held across 134 pages written by a team of nine.
Yes, and it usually goes faster when they are. Writing and CMS implementation share the same source material, so handling them as one workstream removes handoffs, keeps images and internal links consistent, and gets pages into the CMS ready to publish. Naturaily wrote and loaded all 536,000 characters of eurobank's content as a single delivery.
Treat SEO as part of the brief, not a later edit. Keywords, headings, and page structure get built into each page as it is written, so search optimization and plain-language readability move together. That matters most in finance, where clear copy drives both understanding and conversion.
Eurobank's full content build, 134 pages and 536,000 characters, took two months from kickoff to a launch-ready CMS. Timelines depend on page count, subject complexity, and how much of the information architecture already exists.
Structure decides how much to write and where each piece goes. Designing the product-card and information-page patterns first made eurobank's copy faster to produce, easier for visitors to scan, and simpler to load into the CMS without rework.