Case Study: How a Product Page Redesign Ranked #1 on Google

The Client

The Project

Revamp the Tummy Butter e-commerce product page to increase visibility on Google and improve conversion rates. This was part of a larger website overhaul, but this page serves as a key example of how SEO and strong content could drive results.

The Spoiled Mama is a skincare brand specializing in toxin-free, organic products for pregnant and new moms. Their flagship product, Tummy Butter, is a cocoa butter-based formula designed to reduce and heal stretch marks.

Objective

• Increase organic search ranking by optimizing the product page for high-traffic keywords.
  

• Create compelling imagery and copy that resonates with pregnant and postpartum moms.
  

• Drive higher conversions and engagement with improved user experience on mobile and desktop.

Challenges

1. Competitive SEO landscape: The primary competitor in search rankings was Palmer’s Cocoa Butter Formula, a well-established name in the skincare space. The goal was to increase The Spoiled Mama’s visibility and authority in this highly competitive niche.
   

2. Balancing SEO with brand voice: The challenge was ensuring content was keyword-rich while remaining authentic and appealing to the brand’s audience.
   

3. Multi-faceted content needs: The project went beyond SEO, incorporating audience research, photography, and best UX/UI practices that would reinforce branding and support conversions.

1. SEO-driven content strategy

   • Conducted keyword research to identify high-impact search terms.

   • Integrated keywords naturally into product descriptions, headings, and metadata.

   • Structured content for readability and search engine optimization.

2. Audience-centered copywriting

   • Developed engaging, benefit-driven copy tailored to pregnant and postpartum moms.

   • Used a warm, supportive tone that aligned with the brand’s values.

3. Visual storytelling & UX enhancements

   • Worked closely with international web designers and artists to create an intuitive, visually appealing page.

   • Directed a photoshoot to capture imagery that resonated with the audience.

   • Ensured the design complemented the content for an optimal user experience.

Approach

Outcome

• The Tummy Butter product page achieved #1 Google ranking for the targeted keyword within months of launching, surpassing the brand’s biggest corporate competitor.

• SEO optimizations drove significant ranking improvements across multiple pages on Google, with strong gains from #6 to #2 and #77 to #16.

• Steady increases in Google search rankings resulted in higher organic traffic and increased sales.

• The revamped pages strengthened brand credibility and engagement by pairing high-quality content with strategic visuals.

Within 6 months of rollout, the Tummy Butter product page made a highly competitive jump from #3 to #1 on Google - beating the brand's largest corporate competitor.