Success With Jewelry Podcast

Episode 140: Laryssa and Liz Interview SEO Expert Holly Callis

Date: August 25, 2025
Host(s): Laryssa Wirstiuk and Liz Kantner
Guest: Holly Callis, Founder & CEO of Empowered English

Overview

In this insightful episode, Laryssa and Liz sit down with Holly Callis, an acclaimed copywriter, strategist, and SEO expert specializing in helping brands—especially jewelry businesses—clarify their messaging and connect with customers. Together, they demystify the worlds of copywriting, content writing, and SEO, sharing actionable advice for jewelry entrepreneurs. The discussion covers the art of effective product descriptions, the evolving role of AI, how to write a homepage or about page, and the fundamental importance of consistency in messaging.

Key Discussion Points & Insights

1. Copywriting vs. Content Writing

(04:08–05:40)

• Copywriting: Sharp, action-driven, aims to prompt a specific response (like purchasing or subscribing). Used in ads, sales emails, landing pages—"the final end of the funnel."
• Content Writing: Broader and educational; builds authority and reputation, supports SEO, and brings organic discovery. Often found in blogs, articles, and brand storytelling.

Quote:

“Copywriting is essentially that sales point...content writing has a bit of a different purpose...it’s the core to content marketing.”
—Holly, 04:22

Why the Difference Matters:

• Small businesses often don’t distinguish between content meant to sell (copywriting) and content meant to build trust or inform (content writing). Understanding and leveraging both increases marketing effectiveness.

2. Why Words Matter (Even with Great Pictures)

(06:43–10:05)

• Many jewelry brands think visuals are enough, but well-chosen words are essential for communicating value, answering consumer questions, and supporting SEO.
• AI tools (and Google itself) “read” sites—without strong written content, even the best visuals are invisible to search engines and AI.

Quote:

“Google can’t see that...They don’t know what a good picture is...So if you’re neglecting the words that are on your page, it means it’s difficult to understand for probably what is your biggest audience, which is those robot spiders.”
—Holly, 07:12

Memorable Moment:

• Holly shares a personal anecdote about not buying a £10,000 ring due to lack of product info, emphasizing why comprehensive content is vital for expensive or meaningful purchases.
  (09:03–09:59)

3. FAQs, AI, and the Evolution of SEO

(11:09–13:59)

• Present-day SEO isn't just about keyword-stuffed FAQ sections; search algorithms (especially with LLMs like ChatGPT) now reward authority, quality, and real human discussion.
• Backlinks, social validation (LinkedIn, Reddit), and “real” human content are increasingly important.

Quotes:

“Are you writing for a robot? Robots don’t spend money like people do…”
—Holly, 13:19

“If we’re just putting in a load of FAQs with some sort of keyword filler just because we think that’s what ChatGPT wants, I think maybe let’s rethink that.”
—Holly, 13:53

4. Writing Product Pages That Work

(14:29–18:05)

• Great product pages combine detailed information (materials, weight, feel, fit, visuals on different skin tones) and engaging storytelling.
• Structure the page with strong headlines: “Just the headings tell the story.” Sub-headings summarize the key points for skimmers; detailed copy below supports those who want more.

Quote:

“When I write a long landing page, I like to make sure that the headings—only the headings—tell the story...”
—Holly, 15:34

• The above-the-fold area should answer critical questions quickly; deeper down, layered narrative and specifics build trust and persuade.

5. Email Marketing: Copy vs. Content & Trends

(18:05–22:17)

• Emails should prioritize clarity and a strong call to action, acting as vehicles to guide readers to deeper, more detailed website content.
• There’s a trend toward plain text “personal” emails, but they only work if every word is crafted intentionally.

Quotes:

“If you’re going to go in that direction [plain text emails], you better be a damn good writer because if you are not considering how every word is like showing up in that email, you’re gonna lose people after the first sentence.”
—Liz, 19:58

Personal Preferences:

• Holly prefers Instagram for discovery and shopping; finds email inboxes too busy for meaningful engagement.

6. Homepages vs. About Pages: Purpose & Best Practices

(23:15–26:08)

• Homepage: Should focus on what you do, offer, and how you help the visitor—NOT your personal story. Optimize for main keywords and discovery.
• About Page: Is for trust-building, authenticity, and your unique brand narrative. Don't worry about SEO here unless the founder is widely searched.

Quote:

“One of the most common mistakes…is that they’re like, ‘we are this, we are these people.’ And that doesn’t make me want to stay around. I don’t care about you personally…Tell me how I can reach [my goals].”
—Holly, 23:38

• Key: Don’t confuse the two! Homepage = overview/sales, About = trust/story.

7. SEO for Beginners: Practical, Non-Scary Steps

(26:08–29:41)

• Provide genuinely helpful answers to your audience’s questions—Google rewards “helpful content.”
• Use free tools like Answer the Public to find real queries about jewelry and build content around them.
• Ensure site performance (speed), clear navigation, and proper use of headings (one H1 per page, then H2/H3).

Quote:

“Don’t overcomplicate things…what are your audience looking for? And then—is your site navigation easy? That’s it.”
—Holly, 28:49

• AI can help generate ideas, but don’t depend on it for unique, brand-building content. Your perspective and story are what differentiate you.

8. The Golden Age of Blogging—Past & Present

(29:41–33:56)

• Blogs remain a powerful SEO tool, even though engagement is less obvious now (fewer comments, less community than in the 2000s).
• The content landscape has shifted: what used to be exceptional (“just write blogs”) is now table stakes. Quality, depth, and uniqueness are more important than ever for SEO and customer loyalty.

Quote:

“What was the easy jobs is now no longer a job. What was a hard job is now the easy job. And what was the impossible jobs is now the new hard.”
—Holly, on market shifts and increased competition, paraphrasing Fiverr’s CEO, (33:13)

9. Consistency: The Unsexy Secret to Messaging Success

(34:31–38:19)

• The top brands don’t just have a clear message—they reinforce it constantly, everywhere.
• Repetition is key: even if you’re tired of your core story, most customers aren’t hearing it nearly as often as you think.

Stories:

• Holly recounts a client’s list of 25,000, where a new subscriber still didn’t know the product offerings because it wasn’t repeated in every email.
  (34:43–36:49)

Quotes:

“If there’s someone on our list who’s received three emails and they don’t know what we’re selling, how is that the case?”
—Holly, 36:49

“It takes time. That consistency means you need to show up with your best version of that ... for a year, for 18 months. And then you can honestly look back and think, ‘oh yeah, this is the outcome.’”
—Holly, 37:53

Notable Quotes & Memorable Moments

• “AI doesn’t care about your pretty pictures.”
  —Liz, 10:05
• “When you are making a big ticket purchase...I’m not going to just spend $12,500 on something that I’ve just clicked on Instagram for the first time.”
  —Holly, 09:03
• “Don’t overcomplicate things...What is your audience looking for?”
  —Holly, 28:49
• “Consistency...it’s about showing up with your best version every day or every week with the same message."
  —Holly, 36:49

Timestamps for Key Segments

• Intro & Guest Background: 00:00–02:53
• Copywriting vs. Content Writing: 04:08–05:40
• The Power of Written Content for SEO: 06:43–08:39
• High-Ticket Purchases Need Copy: 09:03–10:05
• SEO & AI Trends, FAQ Pages: 11:09–13:59
• Effective Product Descriptions: 14:29–18:05
• Email Marketing Advice: 18:05–22:17
• Homepage vs About Page: 23:15–26:08
• Beginner SEO Strategies: 26:08–29:41
• Blogging: Then & Now: 29:41–33:56
• Consistency in Messaging: 34:31–38:19

Final Takeaways

• Strong copy and content are as important as beautiful visuals for building trust, converting buyers, and being found online.
• Understand the purpose and audience for every page and message you craft.
• SEO is less about tricking Google, more about genuinely helping your customers and being discoverable.
• Quality and consistency beat quantity and trends—especially in the new AI-accelerated landscape.
• Don’t be afraid to repeat yourself—consistency is the foundation of great marketing.

Connect with Holly Callis

• LinkedIn: Holly Grace Callis
• Website: empoweredenglish.org

For more actionable jewelry marketing advice and behind-the-scenes insights, visit successwithjewelry.com.