Copywriting Website Audits Case Studies

As a recently turned vegetarian (as of a year ago), I’m definitely in the target market. Too bad it’s unlikely I would have discovered the site. That’s because I’m not strictly vegan, and the site isn’t targeting “vegetarian” as a keyword. The only occurrence of “vegetarian” on the home page is in the meta keywords — and meta keywords don’t affect rankings (at least not positively!).

Stephan Spencer, founder and President of Netconcepts, reviews Veganstore.com in this article from Practical eCommerce.

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In Chinese society, “red envelope” refers to a monetary gift placed in a red packet because the color symbolizes good luck. That’s where Red Envelope got its name. Was the San Francisco-based gifts merchant lucky with the results of its Website critique? Well, while critiquers Amy Africa, president of Helena, VT-based Web consultancy Eight by Eight, and Stephan Spencer, founder/president of Madison, WI-based SEO-specialist agency Netconcepts, tried to handle Red Envelope’s site with care, they both found areas that need serious improvement. Africa reviewed the site’s content and functionality, and Spencer tested its search capability. Here’s what they had to say.

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• GravityStream empowers Cabela’s marketing team with control over the natural search channel.
• GravityStream shattered indexation goals by 45%. This lead to 200% more traffic and 50% more sales.
• Cabela’s brand is well positioned in over 200,000 long-tail search markets, with over 40,000 pages driving traffic.

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• 1200% increase in Google indexation
• Over 25% of unique pages yielding site traffic
• Non-branded search sales increase of 150% over Q4
• Over 20% of all unique pages yielding unbranded natural search traffic

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• Six-figure sales in the first month
• 14,000 product pages indexed
• 80% of orders new to file

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• 200% gain from overall natural search sales
• More than a 250% gain in “non-branded” keyword natural search sales
• Achieved full indexing in Google
• Measurable natural search traffic and natural search sales increase
• Website visibility increased by 1000%.

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This month’s selectee, Millcraftfurniture.com, is an outdoor furniture manufacturer operating a small (less than 100 pages) MIVA Merchant-powered ecommerce site. Its rankings are in the doldrums. The store does not appear in the first 100 listings in Google for critical terms “Adirondack chairs” and “Adirondack chair.” This site is buried deep in Google’s results for many other key terms, such as “outdoor furniture,” “patio furniture,” “garden furniture,” “porch swing” and “bench swing.” Millcraftfurniture.com does rank No. 2 for both “poly furniture” and “poly outdoor furniture,” but these two terms get little to no search activity, according to Yahoo! (specifically, the Overture Keyword Selector tool at Inventory.overture.com).

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• 40% increase in natural search traffic
• Page 1 Google Rankings for their 3 most important keywords
• Indexation has risen over 15% across Google, Yahoo, and MSN
• More than doubled number of back-links

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• A 6 fold increase in website sales generated as a result of online advertising over the same period
• A near doubling of overall return on investment in online advertising, from 6.7:1 in mid-2005 to an average of 12.2:1 in early 2006
• On 6 April 2006, the House of Travel website was named one of New Zealand’s top websites in the NetGuide People’s choice Web Awards, with www.houseoftravel.co.nz being awarded the 2006 title of “Best Travel Site”

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• Conversion rate increase of 27%
• 300 % increase in search engine traffic
• 15 % increase in average order value (AOV)

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