Small Business SEO Case Study: 150% Growth in Organic Revenue for a Handmade Skincare Brand
This small handmade skincare and home goods business came to me with steady returning customers but minimal visibility in organic search. Most traffic came from direct or social sources, not from people discovering the brand through Google.
They wanted to:
Increase sales from organic search
Rely less on social media for sales (which was inconsistent)
Attract new customers beyond their loyal base
Build a website structure that could grow sustainably
Be educated along the way so they could maintain on their own
The client was using Wix and already had basic Google Search Console and Analytics setup. Over 5 months, we completely restructured the site, optimized product and collection pages, and improved their visibility in Google Search, Google Business Profile, and Google Merchant Center.
How one handmade skincare and home goods brand turned a Wix site into a high-performing sales channel with SEO
Before we dig into what we did, let’s look at the before and after results…
Before vs. After: 5 Months of SEO Growth
Total Sales Revenue (Wix)
→ March: $5,453.83 → August: $7,146 (+31%)
Sales Revenue from Organic Search
→ March: $934.95 → August: $2,352.94 (+151.7%)
Total Orders
→ March: 120 → August: 123 (+2.5%)
Organic Search Impressions (Google Search Console)
→ March: 3.77k → August: 9.65k (+156%)
Organic Search Clicks (Google Search Console)
→ March: 152 → August: 205 (+35%)
Google Merchant Center Impressions / Clicks
→ March: 445 / 10 → August: 1,120 / 31 (+151.7% / +210%)
Google Business Profile CTR
→ 19.5% → 9.3% (Stayed above target, 8%)
See how impressions grew significantly after we started working together in March.
What We Did
1. Full SEO Roadmap & Site Audit
We started with a complete technical and content audit of the Wix site to uncover barriers to visibility and conversions.
The initial findings showed:
Disorganized navigation with missing product categories
Weak keyword alignment (mostly branded traffic)
Inconsistent on-page optimization
Unoptimized Google Business and Merchant Center listings
The SEO Roadmap defined a 5-month plan broken into focused monthly deliverables, addressing both technical and strategic layers.
2. Site Structure Overhaul
We restructured the website to make it easier for both users and Google to navigate.
Built clear category and subcategory pages (e.g. Soaps, Lotions, Skincare, Mouth Care, Hair Care, Household)
Fixed URL slugs and orphaned pages
Added missing products to collections
Implemented internal linking across collections and products
Added a custom 404 page to keep users shopping
Added a detailed about page to build trust and authority
This immediately improved crawl efficiency and keyword coverage.
3. Homepage Revamp
We redesigned the homepage hero section to clarify what the business offers and improve keyword targeting.
Before: Users had to scroll to understand the business.
After: We added SEO-driven messaging and a clear CTA above the fold:
“Handmade Natural Skincare & Home Essentials – Crafted on Our Farm with Pure Ingredients.”
4. Product & Collection Page Optimization
Optimized 20+ product and collection pages with keyword-rich headings, descriptions, alt text, and internal links.
Focused on high-intent queries such as “magnesium lotion,” “essential oil lotion,” and “handmade skincare products.”
Improved on-page UX with consistent layouts, FAQ sections, and related product links.
Reviews were already on-point, but we had to change a couple of setting in Fera plug-in.
Created new search-focused category pages like “plastic-free packaging products”, “essential oil products” and “fragrance-free skincare products”.
See how both clicks and impressions jumped significantly to this collection page once we optimized it in April.
Do you want similar results? Check out my SEO services for small businesses including e-commerce specifically.
5. Google Business Profile & Merchant Center
Updated all key business info, photos, and product listings.
Added new categories, Q&A, and offers for GBP.
Optimized feed titles and descriptions for Google Shopping visibility.
Result: +151% more impressions and +210% more clicks in GMC.
6. Keyword Research & Content Guidance
Conducted extensive keyword research to guide future content and blog strategy.
We uncovered new keyword clusters around:
“Natural skincare”
“Handmade soap for sensitive skin”
“Eco-friendly home essentials”
Provided an ongoing content plan to build topical authority through educational blogs, internal linking, and backlinks.
7. Ongoing Technical & UX Improvements
Image compression and speed fixes
Mobile layout adjustments
Schema markup recommendations
Footer navigation rebuild for better crawlability
Before & After: SEO Results Snapshot
Here’s how key metrics changed over five months of SEO work:
Total Sales Revenue (Wix): increased from $5,453.83 in March to $7,146 in August — a 31% growth overall.
Sales Revenue from Organic Search: jumped from $934.95 to $2,352.94, a 151.7% increase, exceeding the original 15% growth goal by a wide margin.
Total Orders: grew slightly from 120 to 123, up 2.5%.
Organic Search Impressions (Google Search Console): rose from 3.77k to 9.65k, a 156% increase, showing major visibility improvements.
Organic Search Clicks (Google Search Console): increased from 152 to 205, a 35% lift.
Google Merchant Center (GMC): impressions climbed from 445 to 1,120, while clicks rose from 10 to 31 — that’s +151.7% in impressions and +210% in clicks.
Google Business Profile (GBP): click-through rate remained strong at around 9.3%, staying above the 8% target even as total views grew.
And here’s what was really special about this project:
When the soloproneur mom wasn’t able to post as much on social media for a month (just 2 months into our project) because….well, life, her total sales revenue still continued to grow because her sales from organic search and organic shopping grew so much that it exceeded her sales from social media. That’s life changing.
Takeaways From This SEO Growth
This project proves that a small handmade business on Wix can dramatically increase its visibility and revenue with a focused, data-driven SEO strategy without replatforming or major ad spend.
Even modest monthly work compounds when:
Each page targets clear, researched keywords
The site structure supports crawl depth and navigation
Google Business and Shopping feeds are maintained regularly
Next Steps
I provided her with a Content Strategy so she can launch a blog for continued growth.
I provided her with a PR/Backlinking Strategy so she can build authority with links.
I educated her with videos and calls so she can maintain the foundations we put in place.
We transitioned into quarterly mini-audits with strategy calls.
Key Wins
+151.7% increase in organic sales revenue
+156% growth in impressions
+210% increase in Google Shopping clicks
Expanded keyword visibility into new product categories
Improved navigation and product discoverability
Less reliance on social media for visibility and sales
Want Similar Results?
I help e-commerce and service-based small businesses turn underperforming websites into sales engines through tailored SEO strategies.
