Case studies

Home Services Ecommerce

Written by
Partner

In the summer of 2023, our client's leadership team came to us with a plan to launch a sister e-commerce company selling shower door hardware directly to homeowners and professional installers across the Mid-Atlantic. It was a new business, a new domain and a new market entry, built from scratch. Our team ran the digital marketing and SEO strategy from day one, with Google Ads bringing in paid traffic while organic authority was building.

Home Services Ecommerce

The opportunity

In the summer of 2023, our client's leadership team came to us with a plan to launch a sister e-commerce company selling shower door hardware directly to homeowners and professional installers across the Mid-Atlantic. The goal was to become the #1 online source for glass shower door hardware in the region within two years.

This was not a rebrand or a website refresh. It was a new business, a new domain and a new market entry, built from scratch. Our team ran the digital marketing and SEO strategy from day one.

The challenge

Launching a new e-commerce brand with no domain authority, no search history and no backlinks is one of the hardest assignments in digital marketing:

  • A brand-new domain with zero accumulated authority
  • No existing presence in Google Search, Shopping or Maps
  • A large product catalog that needed individual optimization at scale
  • BigCommerce platform limits on some technical customizations
  • Established e-commerce competitors with years of SEO history
  • A high-touch retail brand moving into a low-touch online channel

What we did

Phase 1: Development, before launch

  • Set up Tag Manager, Analytics, Search Console, Merchant Center and Ads before a single page went live
  • Defined structured data for products, business info, FAQs and video to support fast indexing and rich results
  • Built the content and keyword architecture across category pages and product listings, with custom descriptions for every SKU
  • Used a manufacturer part-number matching strategy (for example, "Same as Part XYZ from Manufacturer ABC") to capture high-converting long-tail searches
  • Optimized images and organized stylesheets to keep pages fast within BigCommerce

Phase 2: Launch

  • Validated Search Console and submitted XML sitemaps
  • Integrated the Merchant Center product feed so Shopping Ads could run from launch
  • Built out the Google Business Profile for installer and trade searches
  • Secured initial high-quality backlinks right after launch
  • Set up Ahrefs and SEMrush monitoring for benchmarks and technical issues
  • Tested all tracking, conversion events and analytics end to end

Phase 3: Post-launch and ongoing SEO

  • Earned backlinks from non-competing suppliers and commercial vendors in the glass and construction space
  • Ran a press release program for brand mentions and referral links in trade and regional publications
  • Published non-commerce authority content to build E-E-A-T
  • Built social profiles on key platforms
  • Used WhiteSpark and Localeze to manage directory listings
  • Kept a steady pace of 2 to 4 new high-quality backlinks per month
  • Ran Google Ads to bring in paid traffic while organic authority was building

Results

  • 200+ organic visitors per day (average)
  • 16 non-branded keywords ranking #1 on Google (as of June 2025)
  • 4,112 items sold in the last 12 months
  • 2 to 4 new backlinks per month

Organic traffic grew from zero in June 2023 to several hundred targeted visitors per day by mid-2025. Many of these visitors are professional installers sourcing parts for active jobs, and that commercial intent shows up directly in sales.

The #1 rankings came from the part-number strategy, long-tail targeting and steady content work, on a domain less than two years old competing with established national retailers.

Key takeaways

  • A pre-launch SEO foundation, with Google's full toolset in place before go-live, saved weeks of indexing time
  • Manufacturer part-number matching captured long-tail searches no competitor was targeting
  • A consistent 2 to 4 quality links per month built authority without triggering penalties
  • Google Ads filled the traffic gap while organic authority grew
  • Informational pages, not just product listings, built content authority
  • Regional installers became an unexpected growth driver, with repeat B2B purchases
"We took a business idea, not even a business yet, and in two years built an e-commerce operation that regional installers now rely on to source hardware for active jobs." Harry Brooks, Partner
"This project is the clearest demonstration of what a well-resourced, strategically sequenced digital launch looks like. Every phase was designed to build on the one before it, and the results compound every month." Sam Collingwood, Partner
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