Case Study: Scaling Organic Growth for a Supplements Brand in Canada
Client: Direct-to-consumer health & fitness supplements company
Location: Canada
Project Type: Website Redesign, SEO Strategy, Project Management
Duration: 6 months (and ongoing)
The Challenge
When I joined this project, the brand had a decent product line and a loyal base of returning customers, but they were stuck.
- The website was outdated, poorly structured, and unoptimized for SEO
- There was no internal marketing team or workflow in place
- Content was underperforming, despite having strong potential
They didn’t need another SEO freelancer or developer.
They needed a project lead to bring alignment, execution, and long-term growth.
What I Did?
1. Strategic Discovery
Using the Value Proposition Canvas, I worked closely with the founders to:
- Identify real customer segments and their pain points
- Align product benefits with user search behavior
- Reposition site messaging based on actual demand
2. Team Assembly & Workflow
- Proposed a realistic marketing budget based on revenue goals
- Recruited writers, developers, and a junior SEO assistant
- Built a task management system and weekly reporting cadence
3. SEO Foundation
- Performed a full site audit using Ahrefs, Screaming Frog, and GSC
- Developed a topical authority map
- Built internal linking architecture and zero-click content framework
- Used Microsoft Clarity to improve UX based on user scroll & click behavior
4. Redesign & Relaunch
- Coordinated a full website revamp: structure, UX, and CMS cleanup
- Managed QA, testing, and stakeholder reviews
Tools Used
Ahrefs, Screaming Frog, Google Search Console, Microsoft Clarity, Notion, Value Proposition Design framework
Results (Within 6 Months)
| Metric | Result | Growth |
|---|---|---|
| Organic Traffic | 1,500+ visitors/day | +200% YoY |
| Net Sales (Jan-Aug 2023) | $440,593.52 | +182% |
| Keyword Rankings (1-10) | 300+ terms | +4x |
Most of the content was refreshed post-course, and the momentum has only grown since.
Lessons Learned
“Don’t think outside the box. Think like there is no box.”
What made this work wasn’t magic, it was structure, ownership, and team alignment.
If you’re sitting on a product that should be growing but isn’t, the solution may not be more content. It may be stronger leadership.
Want to work together?
I’m available for 1-2 new SEO or project management engagements.
Contact me to discuss your next growth opportunity.
