Ecommerce launch and organic growth strategy
A small apparel brand selling mindset-themed graphic tees was relaunching on Shopify with print-on-demand fulfilment. The numbers showed paid ads would lose money on every sale, so the plan had to grow organically.
The challenge
After production and ad costs, a paid-social sale lost money. The brand needed customers from search, social and referrals instead, and the store had to be set up to earn that traffic from day one.
What I worked on
Economics first
- Unit economics and break-even model
- Contribution margin by size
- Decision to pause paid ads, documented
Store SEO
- Product page SEO rewrites
- Product and Organization schema
- GA4 and Search Console setup
- Google Merchant Center feed
AI & content
- llms.txt published
- Blog plan with first two posts
- Brand voice guide for every channel
Organic engine
- Three customer profiles to target
- Social content system and calendar
- Referral, creator and partnership plan
By the numbers
The brand launched with an organic plan it can afford, a store set up for search and shopping surfaces, and early social engagement well above benchmark.
What I took from it
Good SEO advice starts with a spreadsheet. Knowing that ads lost money on every order changed which channels we built first.
Need this kind of work on your site?
Tell me what you're working on. I'll reply within one business day with where I'd start.