Adaptability Meets Expertise: Overcoming SEO & Branding Challenges to Drive Growth
A Marketing Case Study on The Honest Company
Project Overview
522
Increase in Keywords in Top 3 Rankings
402.7%
Increase in Homepage Sessions
99.8%
Increase in Orders
| Website | https://www.honest.com/ |
| Industry | eCommerce / Direct to Consumer |
| Value Provided | Increase in traffic and conversions + adaptability and growth amid shifting business/industry |
Project Overview
The Honest Company’s digital journey has been anything but static. As market dynamics shifted and internal priorities evolved, they needed more than just an SEO agency—they needed a partner who could adapt alongside them, anticipate challenges, and help them navigate uncertainty.
That’s where Big Leap had the opportunity to step in. Working closely with The Honest Company since 2023, we’ve supported their adaptation efforts—from refining technical SEO to addressing urgent site issues and assisting in major brand evolutions. Through every twist and turn, we’ve aimed to be a steady, reliable resource, ultimately helping our client achieve lucrative growth in keywords, traffic, and conversions.
Our Strategy
The Challenges
As The Honest Company evolved throughout the past two years, so did its challenges:
- The company’s former agency focused primarily on top-of-funnel blog content and keyword rankings but lacked expertise in technical SEO, proactive strategy, and diverse channel integration.
- A brand shift required a fresh approach to maintaining brand awareness and authority.
- Technical website issues emerged, disrupting search visibility and organic traffic.
- Limited internal bandwidth for content creation and technical implementations created roadblocks to executing key strategies.
- New POCs coming on board required establishing partnerships and building trust between the two parties.
Big Leap’s Strategy: A Responsive & Agile Approach
Addressing these challenges has required an agile, responsive approach that paves the way for scalable results and fosters trust. Our team has remained attentive to The Honest Company’s needs while proactively educating the company on the most effective SEO tactics to help them achieve their goals. We welcomed the opportunity to partner with their web development team, prioritizing tasks for inclusion in upcoming sprints.
Laying the Foundation for Scalable Growth with Content
Big Leap faced a setback when the client scaled back their blog strategy and writing team, limiting content production and impacting organic performance.
To address this, our team identified high-impact content opportunities and worked with the client to create a few strategic blog posts to support specific marketing campaigns. We shifted focus from top-of-funnel blog content to high-converting product-focused keywords.
One standout piece, Holiday Gifts for Mom, demonstrated significant success, driving stellar traffic and engagement. The holiday blog performed so well that it continued to deliver results long after the close of the holiday season.
Resolving Critical Technical Issues
As The Honest Company’s business evolved, they sought a more refined strategic direction to fuel D2C growth. Big Leap played a pivotal role in this transformation by:
- Resolving urgent technical SEO issues, establishing itself as a trusted problem-solver
- Prioritizing essential SEO elements like canonicals, sitemaps, and redirects
These actions laid the groundwork for improved site performance and ensured The Honest Company’s continued growth.
Adapting to a Brand Shift
The company underwent a brand shift that required pivoting SEO strategies to reinforce The Honest Company’s identity post-transition. Big Leap offered strategies to continue lifting the brand messaging for the client’s internal team while focusing on positioning their premier, revenue-driving products on the search engine results page.
At the start of our engagement in early 2023, we received kudos from the eComm Merchandising Manager: “Your team is extremely detail-oriented. I don’t have any other feedback to provide other than positive ones! The results have been amazing in our short contract time.”
Today, 2.5 years later, we continue to receive top NPS scores from their Director of Digital Marketing for the DTC channel.
Results
The Results
The outcomes The Honest Company achieved are a testament to the value adaptability and expertise can deliver. Our client earned lucrative growth in keywords, traffic, and conversions, all of which helped The Honest Company remain a relevant and competitive brand in its space.
Keyword growth:
- In 2024, the top 1–3 ranking keywords increased by 522 (+16.58%).
- Keywords ranking in positions 4–10 grew by 1,144 (+20%).
Traffic performance:
Our client closed out the year with impressive YoY traffic performance:
- 402.71% increase in homepage sessions
- 16.24% increase in cart page sessions
- 38.65% increase in checkout sessions
- 99.84% increase in order confirmation page sessions
eCommerce purchases:
- 13.84% increase in eCommerce purchases over a 6-month period
- Achieved a competitive CPC for organic conversions by the end of those 6 months.
Partner with an Honest, Value-Driven Marketing Team
There’s no need to compromise when it comes to earning meaningful marketing outcomes. At Big Leap, our experienced team has spent over 15 years helping D2C businesses build lucrative and meaningful connections.
It’s time you give your business what it deserves—a trustworthy and experienced marketing partner who can help you reach your potential. Reach out to our team to learn about what we can do for you.
Here’s the thing about our PPC agency: We prefer long-term partnerships that are deeply rooted in trust. Before we dive right into this, we’d like to get to know you better, get a feel for your current situation, and talk about your marketing goals and expectations.
You can call us now, or we can meet over lunch. Either way, we’re excited to meet you.
