Skincare brand from Germany · D2C online shop · SEO & e-commerce
+442 % organic revenue in three years, without paid advertising
With a complete website relaunch, a new visual brand identity, SEO, solution-focused content, CRO and technical optimisation, this became a working digital sales channel step by step.
- +960 %
- ROI
- +442 %
- organic revenue in 3 years
- 320 → 7,710
- organic keywords
2022 → 2025 · without paid Google Ads · Source: data owner's own evaluation · Shop analytics · GA4
Goal
Increase B2C revenue · build brand awareness · strengthen customer loyalty
Services
SEO · Content · Email funnel · CRO · Technology · Photo / Video
Period
2022 to 2025
§ 01 · Starting point
High-quality skincare, not yet found online
At the start, the brand was mainly active in B2B. Online, it was barely visible, and the online shop played only a small role in revenue.
The products were high quality, but the brand was barely known online, because it had focused exclusively on the B2B market. On Google, it was found for only a few relevant searches. The online shop contributed little to revenue.
The advertising budget was limited. The task: build brand awareness, win organic demand and develop the shop into a strong B2C sales channel.
SEO alone was not enough for that. Website, brand image, content, technology and customer loyalty had to be rethought together.
§ 02
Our solution
Understand first, then build
The starting point was not a new website. It was a question: what are customers actually looking for, and which problem do they want to solve?
Search demand, competitors, product categories and customer questions were analysed. This market analysis formed the basis for website structure, SEO, content and product communication.
Rebuild the website and brand image
The website was rebuilt from the ground up: technically, structurally and visually.
The relaunch included a new site and shop structure, clearer product presentation and professional photo and video content. This created a different brand image: higher quality, easier to understand and consistent across the whole website.
The goal was not simply a nicer website. Visitors should understand faster what the brand stands for, which products suit their needs and why they should buy here.
Content for customer problems, not products
The new website should not just explain what a product contains. It should answer which problem it solves for the customer.
Product pages, categories and editorial content were therefore built around concrete needs, questions and search intent.
The basic logic:
- get found
- get understood
- make the purchase decision easier
- return thanks to the good results
Build visibility systematically
Based on the market and keyword research, relevant search topics were built up in a structured way.
This included SEO-optimised product and category pages, new landing pages, informative content on concrete customer questions, internal linking, technical SEO and ongoing optimisation of existing pages.
From a handful of rankings, a significantly larger organic search portfolio grew step by step.
Turn first-time buyers into returning customers
More new customers alone are not enough for a skincare brand. What matters is whether customers come back.
Customer loyalty was therefore built into the shop concept from the start. User guidance, content and recurring touchpoints were designed to ease the path from a first purchase to the next suitable product.
28 % → 80 %The returning customer rate rose over the period from 28 % to 80 %.
§ 03 · What we achieved
More reach. More new customers. More repeat purchases.
Results in detail
2022 → 2025: what changed
Time window 2022 to 2025Source Data owner's own evaluation · Shop analytics · GA4
New customers per year
+525 %
3632,267
Organic clicks per month
+533 %
3001,900
Page views per month
+1,200 %
5006,500
Returning customer rate
+183 %
28 %80 %
Organic keywords
+2,309 %
3207,710
Organic revenue
+442 %
20222025
§ 04 · Why it worked
Not one measure. The interplay.
- Market research
- Not deciding on gut feeling which pages or content were needed. First understanding what customers search for, which questions they ask and how competitors occupy the market.
- Visual content
- Photo and video were not a decorative extra. They helped make product quality, application and brand image immediately understandable.
- Solution-focused content
- Not just talking about ingredients and products, but about the questions, problems and decisions of the people who buy these products.
- Developing SEO and website together
- SEO was not added afterwards to a finished website. Information architecture, product pages, content and search demand were thought through together.
- Building customer loyalty
- The shop was not optimised for the first purchase alone. Returning customers were treated as their own growth lever, with clear user guidance, relevant content and recurring touchpoints.
More of our work
All projects →Top 3 in Google search in Cologne, for a law firm in a niche practice area
- Top 3
- Position in Google search in Cologne
- 68 %
- organic search
- 27,900
- AI search impressions
From zero visibility to a top 3 eyelash studio in Cologne
- Avg. 3,900
- booking clicks per year
- 1,772
- direct enquiries
- 5,190
- AI search impressions since June 2026
The problem is not your product. Perhaps you are simply not yet found where your customers search, or your website does not yet make clear enough why customers should buy from you.
With the free 5&2 website check, we review your website for visibility on Google and in AI search, and for the key potential in structure and content.
Free. No obligation. No newsletter sign-up.