CHALLENGES
When the owner of The Chai Room in Sydney, an e-commerce store, first reached out, her website wasn’t bringing in any online sales.
Despite having a beautiful product and a loyal following on Instagram, the website wasn’t converting.
Most orders came through from brand loyal customers, and the Events page had never generated a single inquiry via the website.
Organic traffic was almost non-existent, and new customers weren’t coming through.
The site wasn’t doing the brand justice — or driving the kind of results it deserved.
The owner knew something had to change, but didn’t know where to start, as SEO and content marketing weren’t her forte.
SOLUTIONS AND STRATEGIES
I came on board in October 2024 to give the website a full SEO and content refresh, grounded in real customer insights.
Here’s what I did:
Customer interviews: I spoke to two ideal clients to understand their buying behaviours, pain points, and what they loved about the chai. Their feedback became the foundation for every change we made.
Home page overhaul: Using insights from those interviews, I rewrote the copy, redesigned the Home Page to match the user journey. We added emotional storytelling, customer-centric sections like New Here?, Featured Product of the Month, and placed the founder’s story front and centre to build trust and connection.
SEO optimisation: I researched and implemented the best intent-driven keywords, renamed product categories to reflect customer speak, optimised title tags and meta descriptions, and added new landing pages — including a completely revamped Events page.
Content marketing: We launched a blog strategy with new articles every fortnight, aligned with SEO keywords and audience interest (like recipes and chai tips). These blogs were repurposed for social media and email, increasing content reach and engagement.
Site structure and UX: I reordered the navigation, making it easier for visitors to find what they needed. We made key information more visible and streamlined the buyer journey.
Social and email: Alongside the website updates, I helped increase social media posting frequency on Instagram and restarted email marketing with helpful, engaging content that linked back to the site. Instagram followers increased from 2996 to 3255 (as of May 2025).
RESULTS (In just 3 months)
$1.4K in online sales: From virtually no web orders to steady online revenue between October 31, 2024 and January 31, 2025 — all organic.
Organic traffic now leads: Search engines overtook direct visits as the #1 traffic source, showing the SEO is working to attract new customers.
Higher conversions: Order value per customer has increased, and the website is converting at 4.2% from organic search, well above the industry average of 2.5–3%.
Event inquiries worth $1,000+: The previously silent Events page now drives bookings, two in a single day after optimisation.
Return buyers and email signups: Inactive customers have started coming back, and new customers are subscribing to the email list.
Social proof and engagement: Instagram followers grew by 250+, with engagement up 2%. Blog content and brand storytelling have resonated on Instagram.
Customer feedback:
“It sounds much more like a brand now than just a series of products… Big tick from me.”
TAKEAWAY
This case study shows what’s possible when content is driven by strategy and research, not guesswork.
By combining SEO, customer research, storytelling, AI and UX, this small business is not only visible again — it’s thriving. And this is just the beginning.
If your website isn’t converting or showing up on Google, let’s talk.
I’ll help you rebuild it with strategy, empathy, and SEO that sells.