Case Study: Sheffield Suds Sharpens On-Page Optimization with Marketing GIS
Client: Sheffield Suds, a beloved independent soap maker in Sheffield, England, renowned for its handcrafted, all-natural soaps and commitment to sustainability.
Challenge: Despite a loyal customer base and participation in local markets, Sheffield Suds struggled to reach a wider audience online. Their website, although informative, lacked the on-page optimization elements necessary to effectively showcase their unique soaps and convince visitors to make a purchase. This resulted in limited online sales and a missed opportunity to connect with potential customers who value natural, handcrafted products.
Solution: Marketing GIS, a digital marketing agency based in Gazipur, Dhaka, Bangladesh, with a global perspective on SEO, partnered with Sheffield Suds to implement a strategic on-page optimization campaign. Their approach focused on:
- Comprehensive Content Audit: Marketing GIS conducted a thorough analysis of Sheffield Suds’ website content, identifying areas for improvement in terms of keyword integration, clarity, and user engagement.
- Targeted Keyword Optimization: Based on in-depth keyword research, they strategically integrated relevant keywords throughout the website content, including product descriptions, about us page, and blog posts (optional) to improve search engine ranking and user experience. For example, keywords like “natural soap,” “handmade soap UK,” “vegan soap bars,” and “essential oil soap” would be incorporated.
- Compelling Product Descriptions: Marketing GIS optimized product descriptions to be informative, engaging, and keyword-rich. They incorporated details about the soaps’ ingredients, benefits for different skin types, unique scents, and the handcrafted soap-making process, enticing website visitors to learn more and add products to their cart.
- Clear Call to Actions: Clear and concise calls to action (CTAs) were implemented throughout the website, prompting visitors to take the desired action, such as “Shop Now,” “Learn More About Our Ingredients,” or “Discover Your Perfect Soap.”
- Enticing Visual Content: High-quality product images showcasing the soaps from various angles, close-up shots of the luxurious lather, and lifestyle imagery depicting the soaps in use were incorporated to enhance user experience and product appeal.
- Improved Website Structure: Marketing GIS optimized the website’s internal linking structure, ensuring smooth navigation for users and search engine crawlers. This helped distribute link value throughout the website and improve user flow.
- Mobile-Responsiveness Review: They ensured the website displayed flawlessly across all devices, particularly important for users searching for handcrafted soaps or eco-friendly bath products on smartphones and tablets.
Results:
The on-page optimization efforts significantly improved the website’s dwell time, indicating that visitors were more engaged with the content and the unique soap-making process. Bounce rates decreased as website visitors found the information they needed about the soaps’ ingredients and benefits, and were directed towards relevant CTAs. Conversion rates increased as optimized product descriptions, clear calls to action, and enticing visuals effectively guided visitors towards making a purchase.
Client Testimonial:
“We make fancy all-natural soap by hand at Sheffield Suds, using the good stuff! But our website wasn’t showing it off. Marketing GIS came in and fixed that right up! They looked at our website and made changes to attract folks who love handmade, natural goodies. Now our online store is packed with info about our soaps, and the pictures are so good you’ll want to reach through the screen and grab a bar! We’ve seen a huge jump in website visits and sales – people all over the UK are loving Sheffield Suds! Marketing GIS gets results worldwide, definitely recommend them to any Sheffield shop looking to find more customers online! – John, Sheffield Suds, England.
