The Client

Hemingway is a leading writing and editing platform that helps users craft clear, concise, and effective content. Its intuitive app highlights complex sentences, unnecessary adverbs, and passive voice, empowering writers to communicate with impact.

The platform has become a trusted tool among students, content creators, marketers, and professionals who want to elevate the readability and polish of their writing.

Beyond its simplicity, Hemingway has built a reputation as a pioneer in the writing-assistance space.

The brand combines an elegant user experience with powerful editing features that rival advanced AI writing tools, all while maintaining a focus on human clarity and style.

The Problem

Hemingway had already built strong brand awareness through years of trust and recognition in the writing space.

However, their organic traffic was heavily weighted toward branded searches, which meant that users already familiar with the brand were driving most of the conversions.

The team sought to increase visibility into new, high-intent search areas, aiming to reach users earlier in their decision-making process.

The problems we set out to solve included:

• A large share of organic sessions came from branded queries, limiting opportunities to attract net-new users.

• Limited presence in competitive, conversion-focused categories like grammar checking, AI proofreading, and paraphrasing tools.

• Lack of dedicated landing pages and content depth around non-branded, problem-aware search terms.

• The need to improve organic conversions by aligning content with clear user intent at the bottom of the funnel (BOFU).

The Solution

RTR partnered with Hemingway to develop an SEO and content strategy focused on capturing high-intent, BOFU search traffic that converts.

The approach was centered on building topical depth around key writing assistance categories while maintaining Hemingway’s signature voice and authority in the writing improvement space.

The strategic initiatives we focused on included:

• Developing content pillars focused on the most valuable BOFU themes:

  • Readability: Educating users about readability scoring, sentence structure optimization, and how Hemingway compares to other readability apps.

  • Punctuation: Targeting searchers looking for real-time punctuation correction tools and guides.

  • Paraphrasing: Creating resources that address paraphrasing techniques and AI-driven rewriting assistance.

  • Proofreading: Building out content around proofreading tools, use cases, and comparison queries.

• Creating targeted landing pages for core conversion-oriented terms, including:

  • Grammar checker

  • Paraphrasing tool

  • AI proofreader

  • Readability checker

• Building content depth and interlinking across each pillar to strengthen topical authority, helping Google associate Hemingway with a broader range of writing-related intents.

• Optimizing for conversion pathways by ensuring each page not only ranked for competitive keywords but also drove users toward signups and product engagement.

• Balancing editorial value and search intent, ensuring content remained useful, human-centered, and aligned with Hemingway’s brand identity while targeting bottom-of-funnel keywords.

The Results

The bottom-funnel content and landing page strategy delivered a measurable increase in qualified traffic and conversions. By owning key BOFU search terms and aligning pages with user intent, Hemingway significantly expanded its organic reach within highly competitive categories.

Overall performance impact:

• 8k+ additional monthly organic sessions across four core BOFU landing pages.

• Strong ranking visibility across hundreds of competitive, conversion-focused keywords.

• A consistent lift in signups and on-page engagement as users discovered Hemingway through non-branded, intent-driven searches.

Page-level performance breakdown:

• • • Readability Checker

• • Approx 1.4k monthly organic sessions

  • 729 keywords ranking in positions 1–3

• Grammar Checker Page

  • 5k monthly organic sessions

  • 255 keywords ranking in positions 1–3

• Paraphrasing Tool Page

  • Approx 1k monthly organic sessions

  • 426 keywords ranking in positions 1–3

• AI Proofreader Page

  • Approx 1k monthly organic sessions

  • 375 keywords ranking in positions 1–3

Together, these pages helped Hemingway capture new organic segments, strengthen its search footprint across key writing-assistance categories, and turn awareness into actionable user growth.