With a deep passion for elevating brands' digital presence, I specialize in transforming online platforms to achieve remarkable results.
Here's how I've applied my skills to drive success:
1. Enhanced Online Visibility: Implemented targeted SEO strategies that increased organic traffic and secured top search engine rankings for competitive industry keywords.
2. Streamlined Project Management: Introduced efficient workflows and tools, reducing content production time and improving team collaboration.
3. Optimized User Experience: Redesigned website interfaces to be more user-friendly, resulting in an increase in user engagement and a boost in conversion rates.
4. Effective Content Strategies: Developed and executed content plans that resonated with target audiences, leading to an increase in social media engagement and growth in email subscribers.
Explore the full case study to discover how I transformed an eCommerce platform into a leading online presence.
Case Study
Ecommerce Microfiber Supplier
Project Started
April 2021
Client
Microfiber Wholesale
Industry
eCommerce — Cleaning Supplies
Services Provided
Content Strategy, SEO, Copywriting, Content Writing, Web Design, Shopify and Amazon Storefront Design, Project Management,.
About the Client
Microfiber Wholesale is a third-generation family-owned company in southern California. After over half a century of providing cleaning supplies exclusively to cleaning professionals in the US, the grandson and current owner decided to extend their product availability to the general public. This meant optimizing their clunky online store and Amazon storefront, and leveraging social media.
I've been working alongside their marketing team since 2021 to get their digital presence up to scratch, managing the content across all of their customer-facing channels.
Objectives
Although a veteran in business, Microfiber Wholesale had a dated website and were brand new to social media. So they needed help optimizing their channels to expand their reach and attract the right visitors, and a content strategy to keep engagement levels up throughout the year.
Shopify Website
Blog & Email
To begin with, their blog was a mess, but it had potential to be a top go-to cleaning resource in the US. With their current loyal customers, Microfiber Wholesale also has a unique position to become a thought leader for cleaning professionals and enthusiasts alike. All it required was a little (or a lot of) attention.
I created a content strategy to complement the promotional activity they were already performing to avoid disrupting any progress they were making.
I've overhauled their blog, created templates, and streamlined the UX and UI of their blog to make it more aesthetically pleasing and easy to scan.
By implementing two separate blog post strategies to support their weekly emails to their long-time pro-cleaner customers and the new cleaning enthusiast customers, I've been able to successfully increase momentum.
Like many businesses, email was one of their very first revenue channels. With thousands of long-time subscribers, it was imperative to create content that piqued their interest and maintained consistent metrics at a minimum. Monitoring and AB tests are performed regularly, and we've seen an increase in revenue since implementing my content strategies.
I spend time researching the market, keeping my finger on the pulse by joining cleaning communities and monitoring their conversations. This has helped to increase organic search traffic for the blog and some of the best-selling product pages.
I also managed Microfiber Wholesale's brand ambassador program for a short period until they hired a social media manager. So I've built relationships with some of their most loyal cleaning professional customers.
Blog Posts: Before
When I started working with Microfiber Wholesale, their blog was in dire need of some TLC.
Below are four examples of content they still have on their site. These have not been removed, but the plan is to optimize them at some point—they just aren't a priority right now.
As you can see, they lack several things, from formatting and layout, to the content itself that is severely lacking visually and in SEO, making for a terrible user experience.
Blog Posts: After
You'll see an immediate improvement in the updated example.
SEO OPTIMIZATION
Each post is now written with intent, following SEO best practices. It was important that each post provided a ton of value to their readers, especially for those who were professionals in the industry. The information had to be worth their time, which is where my relationships with cleaning professionals has been invaluable.
I also aimed to rank Microfiber Wholesale on page one in search engines as frequently as possible.
UX & UI DESIGN
I overhauled and designed a layout to make it uniquely theirs and easily repeatable. This was achieved by building a template in Shogun for their Shopify site blog that included:
● a contents section for anchor links for longer-form blog posts
● product upsell and cross-sell call-out blocks
● product blocks for affiliate links
● internal linking buttons for relevant blog posts and product listings
● upsell end plates
I also created design assets such as:
● a title overlayed that sits over an engaging image for their blog home page
● blog post image dimension templates
My intentions were to create a wonderful user-experience to increase sales and maximize time spent on our website.
Blog Post Examples & Search Engine Results
These are two posts I created based off of popular topics amongst cleaning professionals and enthusiasts. The idea was to cover a hot topic for existing email subscribers while also increasing traffic to the website through organic search.
Organic Monthly Traffic: ~1200
Blog Post: 8 Things You Should NEVER Clean With Vinegar
Organic Monthly Traffic: ~1000
Shopify Website
Product Listings
The product listings on their website are key to their business, as it's where website visitors can convert. But they weren't optimized for search engines, the content was disengaging, and the user experience wasn't great.
I wanted to improve the UX to ultimately increase conversions. So the pages needed a new template, better sales copy, and an easier process to check out.
Amazon Storefront
When I started working with Microfiber Wholesale, they had an Amazon storefront set up. But, just like their website, it contained dated content and non-SEO copy.
Amazon is another dominant sales channel, but as soon we started optimizing the listings and storefront, we saw a spike in a revenue across the board
Things we've focused on:
● Hero image updates: AB testing different variations to improve conversions. Working with the marketing team, photographers, and off-shore designers we updated most of the product hero images on Amazon.
● Listing secondary image updates: Replacing the old images and maximizing all available images, and ensuring we were communicating the best features and benefits of the products. And once we had a new style pinned down, it was easy and quick to replicate.
● Title optimization: Finding the best keywords for the title to attract customers.
● Product description, and bullet point updates: Updating the copy in the listing for SEO and relevance.
Since implementing tailored content strategies and performing ongoing AB testing, Microfiber Wholesale have an elevated online presence with improved UX and UI. Revenue is always increasing with updates, and their blog is seeing an uptick in organic search traffic.
For more information, please email me at hey@suli.co.
