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Crafty Counter is a CPG startup serving vegan and plant-based egg alternatives.

Project Goals

Created from a desire for vegan egg alternatives that weren't hyper-processed, Hema Reddy, founder of Crafty Counter, started the brand in 2018 in her very own kitchen. By 2022, they had major distribution partnerships with brands like Whole Foods and were named "Best New Meat Alternative”.


By 2023, their Marketing Lead tapped me to help them rank higher on Google and surpass their competitors on search engines. The goals of the project were to:

  • SEO optimize the entire website including the homepage, about page, founder story, and product detail pages

  • Create a new foodservice page to inspire more wholesale partnerships and increase their presence in major retailers 


SEO optimization, web copy


1.5 months





The first step in the SEO optimization project was to do keyword research. I dove deep into Crafty Counter's current keywords and compared them with top search results from their ideal clients. I used that information to compile an 18-page SEO report highlighting their keyword opportunities and SEO strategy. I, then, created a shared Google Doc where the Marketing Lead and I hashed out where keywords would live on their internal pages and how to optimize their meta descriptions. The results were a subtle change in wording on the website but potentially massive results for their ability to rank on search engines. As an add-on, Crafty Counter asked me to rewrite their foodservice page to help increase their presence in major retailers and restaurants around the U.S.

The Deliverable that Turned Heads

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  • First page ranking on Google for select keywords

  • 18-page SEO Report

  • New conversion-focused  foodservice page


"We couldn't be happier with the results."

"We worked with Topaz to improve our website's SEO and...we have seen our organic ranking improve tremendously as well as an increase in website traffic. She's so versed in the plant-based world...we would recommend her to anyone looking to improve their brand's discoverability."

- Maude Homberger, Senior Marketing Manager, Crafty Counter

Ready for the cruelty-free treatment?

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