In a shrinking market where high street retailers are facing difficulty, we worked with Paradox London to diversify their business away from Wholesale and increase their direct to consumer sales through SEO.
There are around 235,000 marriages per year in the UK and this creates a huge demand online for high quality products at competitive pricing. POLARIS inherited a website in its infancy and was tasked with identifying how to improve rankings for core terms to drive traffic and then working to increase sales and online exposure as well.
Working in unison with the business owner and marketing team, we developed a strategy designed to hit all three targets.
With a small window of opportunity to capture brides and bridal parties a plan was put in place to focus on user experience, trust and authority to ensure both the initial visibility for people researching for a product and secondary searches for the final purchase was apparent. This included creating stepping points for web development to ensure the website meets what is now known as E-A-T or YMYL.
The final element of the campaign had to focus around the needs of the business in terms of future growth, movement into new markets and negating the risk associated with a wholesale supplier to the struggling highstreet. By understanding these challenges, the market and the competition - we were able to distinguish the most valuable route to market for the business for long term revenue growth, not just short term online success.