Dan Berget

2019-2024

At Lumens, a luxury lighting and furniture retailer, I started in the role of Product Content Publisher, where I wrote over 8,000 product descriptions for luxury lighting, furniture, and decor. I adhered to a strict brand style guide, consistently delivering clean, concise, and error-free copy. I also stepped into the editor role when needed, overseeing a team of five writers to ensure high standards.

In December 2021, I advanced to the Marketing team as an SEO Copywriter. My work included migrating and revamping 60+ blog articles, crafting 100+ pieces of SEO content for top-level and faceted category pages, and writing brand copy, designer biographies, and daily email copy for consumer and trade campaigns, all aimed at boosting search rankings and engagement.
In this role, I focused on optimizing content to improve search engine rankings, conducting thorough keyword research, and strategically incorporating keywords to align with search intent. This approach ensured that our content not only met brand standards but also effectively drove organic traffic and conversions.

My first major project on the marketing team at Lumens involved migrating and revamping 60+ blog articles hosted on our WordPress instance, The Edit. From December 2021 to June 2022, the company transitioned from YDesign Group to Lumens. This project required comprehensive rewrites to align with our new brand style, SEO best practices, and WordPress formatting. I also wrote CTAs, alt-text, and captions for images. Post-migration, I consistently contributed to Lumens' The Edit blog.

Click arrows to browse every article I wrote for Lumens.

On the marketing team, I wrote for several luxury brands, including B&B Italia, Chilewich, FLOS, Louis Poulsen, Sonneman, and over 100 others. Each brand had a short yet detailed story that included its history, a fun fact, and notable products. These stories captured the essence of each brand while effectively communicating their history, values, and product highlights to potential customers. By resonating with Lumens' design-savvy audience, the narratives not only informed but also inspired, helping customers connect with the brands on a deeper level and guiding their purchasing decisions.

Click to view four of the brand stories I wrote for Lumens.

I have written copy for hundreds of top-level and faceted category pages. Each top-level page contained extensive copy including FAQs, while each faceted page contained 1-2 headers and paragraphs. Each piece was crafted with thorough keyword research using Conductor, ensuring optimal keyword usage to maximize organic rank growth on Google SERPs.
In addition to the content on each page, I also wrote title and meta description tags to further enhance search engine visibility.

Below are four examples of category copy I wrote for Lumens.

I crafted over 100 biographies for some of the world's most renowned designers. These biographies were carefully researched to ensure accuracy and written in an engaging style, enhancing the product pages dedicated to each designer.

I wrote daily email copy for both consumer and trade channels, collaborating closely with design, merchandising, and marketing teams to ensure cohesive and effective messaging. This teamwork resulted in increased click-through and conversion rates across various campaigns.

In my role as a Product Content Publisher at Lumens, I wrote 16 product descriptions daily, amounting to around 8,000 descriptions overall. Each piece adhered to a strict brand style guide and required a minimum of 70 words, often being written twice—once for Lumens and once for our then-sister site, YLighting. I consistently delivered clean, concise, and error-free copy on time, and when the team's editor was unavailable, I stepped in to edit the work of a team of five writers, ensuring high standards were maintained.