Ecommerce SEO case study
+2400% sales in 6 years
How we transformed a family-run Yorkshire firewood company into an efficient ecommerce operation that achieved +2400% sales growth - an average of 92% YOY - through strategic SEO, site optimisation, and email marketing.
The Challenge
Logwise Firewood came to us with a piecemeal website build that wasn’t delivering the results it was capable of. As a family-run firewood company in Yorkshire, they had high-quality, sustainably sourced products and competitive prices, but their online presence wasn’t attracting enough visitors or convering them reliably to customers.
The main issues were:
- Site bloat and excessive plugin dependency slowing performance
- Poor ecommerce user experience causing cart abandonment
- Confusing service offering leading to keyword cannibalization
- No email marketing strategy for repeat customers
- Missed opportunities in local SEO rankings
They needed a complete digital transformation to match their quality products with a quality online experience.
Our approach
We took a comprehensive, long-term approach to rebuilding Logwise’s digital presence from the ground up:
- Technical foundation: we started with a full site audit to identify and prioritise performance issues. We drastically reduced site bloat, eliminated unnecessary plugins, and created a lean, fast-loading foundation.
- Ecommerce optimisation: we completely rebuilt service pages following ecommerce best practices, streamlined the user journey, and built a separate wholesale site to serve B2B customers without cluttering the consumer experience.
- SEO strategy: through in-depth keyword research, we optimised new product pages and advised on consolidating their service offering to reduce keyword cannibalisation. We focused heavily on local SEO to strengthen Yorkshire search results.
- Customer retention: we implemented a discount rewards program and comprehensive email marketing workflows to drive repeat purchases – crucial for a seasonal business like firewood.
- Ongoing optimisation: as part of a long-term SEO management campaign, we continuously refined and improved the site based on performance data and seasonal trends.
Services Used
The results
Over six years, Logwise Firewood transformed their online presence to become a Yorkshire market leader. The results speak for themselves:
- Business growth: the most important metric, +2400% sales revenue growth over the 6-year partnership. That’s an average of 92% year-over-year growth, sustained consistently through multiple seasons.
- Organic visibility: by focusing on local SEO and optimising for high-intent commercial keywords, we helped Logwise climb Yorkshire search results.
- Customer retention: the email marketing workflows and rewards program transformed one-time buyers into loyal repeat customers. The repeat customer rate increased to over 85%, providing more predictable revenue.
- Technical performance: site speed improvements and a streamlined user experience led to significantly reduced bounce rates and higher conversion rates. The reduced plugin reliance continues to perform reliably without constant maintenance.
- Long-term partnership: Logwise continues to work with us years later, constantly finding new ways to improve and grow.
Founder | Logwise Firewood
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