A Case Study
E-Commerce Website Digital Strategy
If you’ve launched your website but feel stuck in neutral, let’s talk. We’ll help you turn traffic into transactions—and silence into sales.
Why a Website Alone Isn’t Enough: A Digital Strategy Case Study
When Mary Lande launched her handmade e-commerce website, she had everything you’d expect from a business ready to grow: beautifully photographed soaps and candles, clean product pages, and even a few glowing customer reviews. She reached out to me at Maryland Web Design for some backend questions—and that’s when the real conversation started.
“Honestly, things aren’t going that great,” she admitted.
That surprised me. Her store looked great on the surface. So, I logged into her WordPress dashboard to take a deeper look. She had over 2,000 visitors last month.
Sales? Only two.
Something wasn’t adding up.
The Silent Website Problem
I started asking the usual questions:
Are you running any email campaigns?
Any blog updates? Recipes? Seasonal product highlights?
Are you active on social media with promotions or behind-the-scenes content?
Any SEO plan or digital marketing strategy?
Each time, Mary answered no.
Her site was live—but it wasn’t living.
And that’s a problem we see a lot. The launch of a website is often treated like the finish line, when in fact, it’s just the beginning.
The Digital Marketing Diagnosis
At Maryland Web Design, our digital strategy always begins with listening. We don’t pitch—we investigate.
After our audit of Mary’s site, here’s what we found:
Her store had zero blog content updates in 6 months
There were no lead generation tools (popups, newsletter signup, CTAs)
She wasn’t collecting emails
No Google Analytics goals were configured
Her product pages were lacking keyword-rich content
There was no active SEO strategy in place
Her WordPress site hadn’t been maintained in over a year
She was getting traffic—but the site wasn’t giving users a reason to stay, engage, or come back.
The Strategy We Implemented
Here’s what we rolled out, step by step:
1. Email Marketing Setup
We created a branded email template, connected it with Mailchimp, and set up a lead magnet pop-up offering 10% off first orders. Within two weeks, she had over 120 new subscribers.
2. Blog & Content Plan
We launched a blog section featuring product usage ideas, behind-the-scenes production stories, and seasonal tips (like “3 Self-Care Gift Ideas for Mother’s Day”). These articles started ranking on Google and were shared through her newsletters.
3. Social Media Revamp
We created a simple content calendar and showed her how to post product photos, reels, and user-generated content. Within a month, engagement increased by 40%.
4. Search Engine Optimization (SEO)
Using keyword research, we optimized her home, about, and product pages. Within 8 weeks, her homepage climbed to page 1 of Google for “handmade lavender soap Maryland.”
5. WordPress Maintenance
We updated her WordPress core, optimized speed, and added uptime monitoring and backup tools. Site loading time improved by 37%.
6. Conversion Optimization
We restructured her product layout and added customer reviews, trust badges, and clear CTAs. Her bounce rate dropped by 22%.
The Outcome
After three months, Mary went from 2 sales a month to over 40. Her email list now drives 25% of monthly sales, and Google traffic is steadily climbing. Most importantly—she’s confident and in control.
The Bigger Lesson
Your website isn’t just a digital brochure—it’s the heart of your marketing engine. But without ongoing attention, content, and strategy, it becomes silent. That’s where our work comes in.
At Maryland Web Design, we don’t just build websites—we build momentum. Whether you’re selling products, running a referral directory, or managing a professional services site, we offer:
Ready to Write Your Turnaround Story?
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