Product-Centered Design
Platform: BigCommerce
PostCapDepot uses the BigCommerce platform to support their store, which is primed to begin expanding its catalog to include brands of product other than their own. This
Brand Supremacy
Utilizing the keywords “Post Cap” in their brand name, and piggybacking on the word “Depot”, PCD is establishing itself as a competitor in the growing post cap market. Research showed “Post Cap” was the most common phrase used to describe a widely unknown product, and leading with those words has proven exceptionally valuable for search engine traffic return.
Catalog Expansion
By offering its complete product line to customers, PCD hopes to be the “catch-all” marketplace for post cap shoppers. This shows tangibly in the accelerated sales of round/nautical caps (not sold on other sites).
“Two stores are, and will always be, better than one.”
Complete Branding Concept & Execution
Online Stores Launch & Maintenance
Digital Advertising & SEO
Traffic Analysis / Targeting
Various Content Creation
Lifestyle-Centered Design
Platform: Shopify
CopperTopsUSA has their store on the Shopify platform, which the business owner uses to deliver a shopping experience that emphasizes the lifestyle aspects of post caps and fence hardware, utilizing customer submitted photos to portray a home-focused feel.
Brand Specificity
CopperTopsUSA wanted to do something different with their brand, by taking one specific trait (copper material) and combining it with the 2nd most popular phrase to describe the product: Post Tops. Additionally, the brand is focused on the American market and wanted the impression of owning the domestic Copper Post Top market segment. This approach has proven very effective for organic SEO.
Catalog Exclusion
CTUSA’s product catalog is specifically restricted to the most popular items, and the strongest imagery. A clean and sleek website, paired with the best selling copper products, makes CopperTopsUSA a strong competitor and vital stream of revenue to accompany its sister brand PostCapDepot.
AdWords, Analytics & Search Console
Post Cap Depot traffic analysis (28 days)
Post Cap Depot top search terms
Top traffic channels for Post Cap Depot
Search Engine Dominance
Both sites regularly run pay-per-click ads to draw traffic. Obtaining top placement on strategic phrases is vital to ensuring steady revenue. Based on the most popular selling products, the phrases below have been optimized for both Post Cap Depot and Copper Tops USA to maintain relevancy to as many potential visitors as possible.
Google Shopping ads are especially useful in drawing visitors who are looking to purchase, and top organic placement speaks volumes to the reliability of the store.
With prominent placement in organic results, as well as through efficient use of paid placement, both brands (plus their flagship Captiva brand) saturate the most relevant search terms and compete with the largest sellers online.
Dominating the term “Miterless” was a specific request by the business owner, which serves to associate that style of construction with any/all of the business’ brands.
Copper Tops USA traffic analysis (28 days)
Copper Tops USA top search terms
Top traffic channels for Copper Tops USA