Challenge
TouchStone Accent Lighting reached out to us to grow their organic traffic using the current website. Without building a new website, we had to get creative.
Client Goals:
- Grow organic traffic on the website
- Reach more B2B landscaping companies
- Reach more B2C customers looking for high end lighting
- Improve current website for user experience
Solution
The project required a strategic approach to improve the websites overall structure to meet the client’s goals:
- We re-structured the website URLs to make them more user-friendly and easier for search engines to understand. We wanted to create a more organized website structure and improve overall SEO performance.
- We identified key product offerings to create our main category pages
- We optimized the category pages using keyword/competitive research to boost traffic by category
- Re-structuring the category pages made the website much more user friendly
- We did thorough content audit to identify outdated or underperforming pages by traffic and links
- We updated content to ensure it is relevant, valuable, and aligned with current search intent.
- We incorporated relevant keywords and optimized for search engines.
- We added relevant content to category pages when possible.
- We optimized on-page elements such as meta tags, headers, and image alt tags.
Outcome
Within 6 months after these changes, the website saw amazing growth from organic traffic and the number of keywords the site ranks for. From May 2020, touchstonelights.com went from 300 unique visits a month to 4,500. The number of keywords the site ranked for went from 750 to over 2,450.
The client saw a huge uptick in B2B leads interested in selling their products and more sales transactions from consumers buying their products. Every website is different, so identifying ways to improve as soon as possible pays off.
