Website Optimization Marketing Case Study

Client: BackAtTheRanch

Story: Back At The Ranch is a high-end custom boot maker focused on the western niche and founded in 1990. Their products comprised of authentic hand-made cowboy boots with a variety of colors and exotic skins including ostrich and alligator. Their staff, comprised of boot makers with over four decades of experience.

Challenge: While Back At The Ranch has successful retail success, their digital presence remains minimal as they compete directly with well established brands including: Louis Vuitton, Ralph Lauren and Gucci. The buyer persona of Back At The Ranch targets the mindshare of the same individuals as these large brands.

Journey: Prior to directing marketing spend to generate awareness and steal mindshare, it remains imperative that Back At The Ranch effectively represents their story:

Phase 1

• Quantify traffic engagement with current website
• Determine copy effectiveness in story representation
• Clarify value proposition and elaborated talking points
• Map current traffic flow
• Identify and correlate call to actions

Phase 2

• Formulate content strategy with embedded keyword research and SEO tactics
• Restructure web copy to align with above strategy
• Behavior assessment of traffic with proper technology adoption
• Define optimization action items clarified by corresponding KPIs

Assessments: TBD

Results: TBD