Case Study

How We Scaled Town & Country Covers

Traffic Growth

151%3 months

Revenue Growth

15%Improvement

Conversion Rate

33.5%Higher

Client Overview

Town & Country Covers is a UK-based eCommerce brand selling custom and universal car seat covers and vehicle accessories. The business relies heavily on organic traffic and high-intent searches such as "car seat covers" and make-and-model specific queries.

As competition increased and SEO became more aggressive, their Shopify store needed a stronger site architecture, cleaner SEO foundations, and a conversion-focused user experience to scale revenue sustainably.

We partnered with Town & Country Covers to rebuild their SEO structure, improve navigation and discovery, and turn organic traffic into consistent revenue growth.

The Challenge

1. Poor Rankings and Low Visibility

Key money keywords like car seat covers, custom seat covers, and make-and-model terms were underperforming. Category and collection pages were not structured around search demand, and technical SEO issues weakened indexation and crawl efficiency.

2. Low Conversions from Poor UI/UX

Traffic that landed on the site struggled to convert. Product discovery was unclear, filters were inefficient, and category layouts did not support fast decision-making. Weak keyword targeting attracted low-intent traffic.

3. Poor Site Architecture and Navigation

Collections were not organised around buyer intent or vehicle fitment logic. Internal linking between categories, products, and supporting content was inconsistent, making it hard for users and search engines to understand the site structure.

Our Solution

SEO-First Site Architecture

• Rebuilt collection hierarchy around buyer-intent keywords
• Fixed keyword cannibalisation issues
• Optimised category and product metadata
• Implemented structured internal linking
• Built scalable SEO templates for future content

Conversion-Focused UX Improvements

• Redesigned collection and category layouts
• Improved product discovery and filtering
• Simplified buying paths
• Optimised mobile navigation and interactions
• Built clearer product information hierarchy

Shopify Development & Performance

• Cleaned theme logic and removed heavy scripts
• Improved page load speed
• Built reusable Shopify sections
• Stabilised layout rendering across devices
• Added dynamic content blocks for merchandising

The Results

Stronger Keyword Rankings

Improved visibility for buyer-intent keywords such as car seat covers, custom seat covers, and make-and-model searches.

Higher Organic Traffic

Sustained growth in qualified organic sessions through SEO-led architecture and technical fixes.

Increased Organic Revenue

More revenue driven from organic traffic through better category structure and improved product discovery.

Higher Conversion Rate

Conversion performance improved through UX upgrades, clearer navigation, and more qualified traffic.

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