How a Health & Wellness Brand Grew 300% in 18 Months

When we first met this health supplement brand, they had a good product, a small but loyal customer base, and a Shopify store that was doing the bare minimum. Revenue was £420,000 in year one — respectable for a start-up, but well below what the product quality merited. Over 18 months, working across platform, SEO, and CRO, we took them to £1.68m.

Phase One: Platform and Foundation (Months 1–3)

The existing site had critical technical SEO issues: duplicate collection URLs, no schema markup, and a blog with 40 posts that were all targeting the same three keywords. We rebuilt the Shopify theme with clean semantic HTML, implemented Product and Article schema, fixed the canonical structure, and restructured the content strategy around a keyword cluster model.

Phase Two: Content and Authority Building (Months 4–9)

• Produced 24 long-form blog posts targeting informational keywords in the supplements category.
• Obtained 18 editorial backlinks from health and fitness publications.
• Built a 'Research Hub' content area housing clinical study summaries for each product.
• Launched a health quiz generating personalised product recommendations and capturing email addresses.

Phase Three: CRO and Retention (Months 10–18)

With traffic growing strongly, we turned attention to conversion and retention. We ran a 12-week CRO programme testing product page layouts, checkout flows, and subscription prompts. Simultaneously, we built out a Klaviyo architecture covering the full customer lifecycle from welcome to win-back.

The Health Quiz

The health quiz became the brand's most important acquisition tool. Embedded on the homepage and driven by paid social traffic, it generated personalised supplement recommendations and captured an email address for every completion. By month 18, the quiz had a 68% completion rate and was converting 11% of completions to purchase — dramatically above the site average.

“The quiz changed our business. It's not just a marketing tool — it's how customers understand what they actually need.”

18-Month Results

• Revenue grew from £420,000 to £1.68m — a 300% increase.
• Organic search became the largest traffic channel, overtaking paid social.
• Email revenue grew from 6% to 29% of total revenue.
• Subscription revenue reached 35% of all orders by month 18.
• Domain Rating (Ahrefs) grew from 12 to 41.