Preparation of technical online content that bridges the gap between technicality and accessibility, with a view to driving website traffic.
Context
TRI Princeton is an independent not-for-profit scientific institute that focusses on claims substantiation support for hair and cosmetic products: a niche market. They operate across three key areas: research, education and services. We started working together in late 2023.
Challenges
While TRI had a good website and were receiving many queries for work, they wanted to improve their reach and impact. Importantly, they wanted the fundamentals of science to remain at the forefront of messaging.
Goals
Their key goals were to increase web traffic and service enquiries through the site, as well as increase LinkedIn engagement. They also wanted to expand their educational content offering and showcase thought-leadership within the cosmetics claims testing arena.
Approach
We saw the education development aspect as being key to improving their web-presence, which would then drive enquires and raise their profile. Long-form content was tailored such that science was front-and-centre. Articles outlined key aspects and trends within cosmetics, with the scientific basis and links to their services underpinning all outputs. This not only showcased why their services were necessary, but also addressed the educational cornerstone of their organisation, and search engine/LLM visibility as well.
Results
A 50% increase in website traffic was seen year-on-year when comparing 2023/2024, 2024/2025 and 2025/2026. Session times on the website also increased by over 50% on average, with more pages viewed on average per visit. Sharing new content on LinkedIn, and sharing industry-relevant content more regularly, also increased interactions, followers and engagement, further reinforcing the positive changes. In both 2024 and 2025, 8 of their top 10 performing webpages were the long-form informative content prepared by us.
Key takeaways
Preparation of high-quality content grounded in the fundamentals of science – specifically materials designed such that the underpinning science is front-and-centre – are the cornerstone of driving webside traffic and therefore top-of-the-funnel engagement. Linking longform content with services offered gives context, reinforcing business relevancy to prospects. This approach results in authoritative articles that lead to increased credibility, vital for businesses working within science. Increased time on page gives longer to build relationships with prospects, and in this case led to higher enquiries through the web form alongside an up-tick in enrolments to TRI-hosted events, both on-line and in-person.
The ConsultaChem Difference
Our ability to convey complex scientific contexts within cosmetic science to non-chemists is crucial for engagement and success, a skill honed from being an academic for nearly 10 years at the University of Reading.
From an editorial perspective, communicating cosmetic science requires a balance of scientific rigour and accessibility, which is where we excel. We ensure that everyday examples are included so context is given, and, when appropriate, give the scientific underpinning needed to support deeper understanding by the reader. We also prepare all the diagrams, to ensure clarity of the piece and consistency within site.
Conclusion & Related Reading
TRI are great clients, and we’re part of the team. Importantly, they trust that we deliver content that is factually accurate and within deadlines.
