Sample project, placeholder data. Saltbush & Smoke is an invented brand; prices and products are made up.
Business: Saltbush & Smoke pours soy-wax candles and diffusers with Australian native botanicals in small batches in Melbourne, sold online and through a handful of gift stores.
Audience: Gift buyers and home-proud renters, 28–45, who care how a scent is made and want it to feel considered rather than mass-produced.
Voice:
Goal: Product pages that rank for the scent and product type, answer the practical questions (size, burn time, care), and a welcome sequence that turns a sign-up into a first order.
Primary keyword: saltbush candle
Meta title (53 chars): Coastal Saltbush Candle, 300 g Soy | Saltbush & Smoke
Meta description (129 chars): A clean, salty-green saltbush candle in soy wax with a cotton wick. Hand-poured in Melbourne, 60-hour burn, reusable amber glass.
Short description (21 words): Sea air, crushed saltbush and a little driftwood. A fresh, salty-green scent for kitchens, bathrooms and anywhere that needs opening up.
Product description (126 words, Flesch 82):
Our saltbush candle smells like the walk down to the beach in late afternoon: crushed saltbush and sea fennel up front, then a soft base of driftwood and white musk that stays clean rather than sweet. It is poured by hand in small batches in Melbourne, using soy wax and a cotton wick that burns evenly to the edge of the glass. Give it two to three hours on the first light so the whole surface melts, and it will reward you with around 60 hours of steady burn. The amber glass jar is made to be kept. Once the wax is gone, pour in hot water, lift out the last of the wax, and use it for pens, brushes or a cutting from the garden.
Details:
Primary keyword: lemon myrtle candle
Meta title (58 chars): Lemon Myrtle Candle with Fig, 300 g Soy | Saltbush & Smoke
Meta description (131 chars): Bright lemon myrtle softened with ripe fig and cedar. A hand-poured soy lemon myrtle candle with a 60-hour burn and reusable glass.
Short description (22 words): Bright lemon myrtle leaf, ripe green fig and a warm cedar base. Fresh enough for the morning, soft enough for the evening.
Product description (122 words, Flesch 73):
This lemon myrtle candle starts with the sharp, sherbet-bright leaf that grows wild along the east coast, then softens it with ripe green fig so it never tips into cleaning-cupboard citrus. A cedar and tonka base keeps it warm as the evening goes on. Like every Saltbush & Smoke candle, it is hand-poured in Melbourne in soy wax with a cotton wick. Trim the wick to five millimetres before each light and burn it for no more than four hours at a time for a clean flame and around 60 hours of scent. It sits well in a kitchen or a home office, and it is an easy gift: the scent is cheerful rather than heavy, and the amber jar suits most rooms.
Details:
Primary keyword: sandalwood travel candle
Meta title (54 chars): Sandalwood Travel Candle, 120 g Tin | Saltbush & Smoke
Meta description (125 chars): A pocket-sized sandalwood travel candle in a lidded tin. Smoky, warm and grounding, with a 25-hour burn. Hand-poured soy wax.
Short description (18 words): Australian sandalwood, campfire smoke and a touch of leather, in a lidded tin that fits a weekend bag.
Product description (111 words, Flesch 88):
Our sandalwood travel candle packs our warmest, smokiest scent into a tin small enough for a weekend bag. Australian sandalwood leads, with a thread of campfire smoke and a soft leather base that makes a hotel room feel like yours. The tin has a press-fit lid, so you can put the flame out, let the wax set and pack it again the next morning. It holds 120 grams of soy wax and burns for around 25 hours. It also makes a good first step if you are new to us. Try the scent in a tin, then move up to the 300 gram glass when you know it is the one.
Details:
Primary keyword: eucalyptus reed diffuser
Meta title (60 chars): Eucalyptus Reed Diffuser, Blue Gum & Mint | Saltbush & Smoke
Meta description (131 chars): A flame-free eucalyptus reed diffuser with blue gum, mint and vetiver. Around three months of scent from 200 ml. Refills available.
Short description (20 words): Blue gum, garden mint and earthy vetiver. A flame-free way to keep a hallway or bathroom smelling fresh for months.
Product description (119 words, Flesch 82):
This eucalyptus reed diffuser smells like a eucalypt forest after rain: crisp blue gum leaf, a lift of garden mint and a quiet, earthy vetiver base. It is fresh without being medicinal, so it works in a bathroom, a hallway or a bedroom. There is no flame to watch. Put the eight rattan reeds in the bottle, let them soak for an hour, then flip them. The scent builds over a day. Flip the reeds once a week, and the 200 millilitre bottle will last around three months in a normal room. When it runs out, keep the glass bottle and order a refill pouch with fresh reeds. It costs less than a new diffuser and saves the bottle.
Details:
Primary keyword: candle gift set
Meta title (53 chars): Discovery Candle Gift Set, 3 Minis | Saltbush & Smoke
Meta description (132 chars): A candle gift set of three 80 g minis: Coastal Saltbush, Lemon Myrtle & Fig and Smoked Sandalwood. Gift-boxed, around 18 hours each.
Short description (20 words): Our three core scents in mini glass jars, gift-boxed and ready to give. The easiest way to find your favourite.
Product description (116 words, Flesch 75):
The Discovery Set is a candle gift set for someone you know well enough to buy a candle for, but not well enough to pick the scent. It holds three 80 gram minis of our core scents: Coastal Saltbush, Lemon Myrtle & Fig, and Smoked Sandalwood. Each mini burns for around 18 hours, which is enough to live with a scent for a few weeks and know whether it belongs in your home. They arrive in a recycled-card gift box with a short card describing each scent, so there is nothing to wrap. Buy it for yourself and you get the same thing: a low-risk way to try all three before you commit to a full-size candle.
Details:
| # | Send | Subject | Preview text |
|---|---|---|---|
| 1 | Day 0: Sign-up to the newsletter (pop-up or footer form) | Welcome in. Your first order is 10% off | Here's your code, plus the three scents most people start with. |
| 2 | Day 3: 3 days after sign-up, if no order yet | How a candle gets from the bush to your bench | Small batches, slow curing and why we wait two weeks before we ship. |
| 3 | Day 7: 7 days after sign-up, if no order yet | Three habits for a longer, cleaner burn | Plus a last reminder: your welcome code ends in a week. |
Subject (39 chars): Welcome in. Your first order is 10% off
Preview text (63 chars): Here's your code, plus the three scents most people start with.
Send: day 0, Sign-up to the newsletter (pop-up or footer form)
Thanks for joining us. We pour every candle by hand in small batches in Melbourne, with soy wax, cotton wicks and scents built around Australian native plants. As a welcome, here's 10% off your first order. Use the code below at checkout within the next 14 days. Not sure where to start? Most people begin with one of our three core scents: Coastal Saltbush if you like fresh and salty, Lemon Myrtle & Fig if you like bright and green, and Smoked Sandalwood if you like warm and woody. Or try all three in the Discovery Set.
Code: WELCOME10
Button: Find your first scent
P.S. Our emails come about twice a month. Just reply if you ever have a question about a scent; a real person reads every reply.
Subject (45 chars): How a candle gets from the bush to your bench
Preview text (68 chars): Small batches, slow curing and why we wait two weeks before we ship.
Send: day 3, 3 days after sign-up, if no order yet
Every Saltbush & Smoke candle starts as a scent sketch: one native note we love, such as saltbush, lemon myrtle or sandalwood, plus two or three notes that round it out. We pour in batches of 48, by hand, at a temperature that lets the scent bind to the wax. Then we wait. Each batch cures for two weeks before it ships, because a cured candle throws its scent further and burns more evenly. It's a slower way to make a candle. We think you'll notice the difference on the first light.
Code: WELCOME10
Button: See how we make them
P.S. Your 10% welcome code is still waiting for you: WELCOME10.
Subject (39 chars): Three habits for a longer, cleaner burn
Preview text (55 chars): Plus a last reminder: your welcome code ends in a week.
Send: day 7, 7 days after sign-up, if no order yet
Three small habits make a big difference to how long a candle lasts and how well it smells. First light, go long: burn for two to three hours so the melt reaches the edge of the glass. This stops tunnelling. Trim to five millimetres: a short wick gives a calm flame and no black soot. Four hours, then rest: longer burns overheat the wax and dull the scent. Your welcome code, WELCOME10, ends in seven days. If you've been deciding, the Discovery Set is the easiest place to start.
Code: WELCOME10
Button: Shop the Discovery Set
P.S. Prefer a flame-free option? Our Eucalypt Reed Diffuser runs for around three months with no flame to watch.
| Check | Rule |
|---|---|
| Meta titles | 60 characters or fewer, keyword included |
| Meta descriptions | 120–155 characters, keyword included |
| Product descriptions | 110–160 words, keyword in the first paragraph, Flesch 60+ |
| Subject lines | 50 characters or fewer, no all-caps, no exclamation marks |
| Preview text | 40–90 characters, adds to the subject rather than repeating it |
| Claims | No unverifiable claims (no rankings, no 'best', no customer counts) |