Bellissima Countertops
Bellissima Countertops has become a well known name when it comes to high end granite and quartz countertops, as well as providing full bathroom and kitchen renovations. The kind of company you call when you need your house to look a little less “cobbled together.”
Bellissima has been providing custom made natural-stone countertops in Cape Town for over eight years. From start to finish.
From the design to the manufacturing to the delivery and installation. An all-in-one kind of business which, if you have ever renovated a home, you will know is a rare treat.
Located in Kraaifontein, a suburb just outside Cape Town, Bellissima have built a reputation for maintaining a high standard of quality.
Each project, whether a small bathroom renovation or a full kitchen refit is treated with the same care and attention.
Lead Time: 3 months
Sector: Kitchen and Bathroom Remodeling
Target Type: Homeowners, Renovators, Contractors
Demographic: Middle to high-income homeowners in Cape Town
Website Goal: Increase targeted traffic, generate leads, and improve conversion rates.
Services: SEO Audit, Keyword Research, Technical SEO, Onsite SEO Optimisation, Content Optimisation, UX Optimisation
460%
Increase in Sales Inquiries
The Challenge
Bellissima Countertops had a healthy local business with solid word-of-mouth and plenty of repeat customers. However, the website was not attracting the same attention, with very few visitors per month and even fewer inquiries.
In other words, one of those cases where you have an entirely healthy and great business that isn’t showing up online as much as it should.
Remodeling in Cape Town is a competitive space, and at the time they were not visible at all. High quality, great reputation, awesome team, but nearly invisible in search online.
Attracting and converting new customers becomes exceedingly difficult if you’re not getting regular traffic to the website. Bellissima needed to start driving the right kind of traffic as well.
Not just anyone, but a consistent flow of homeowners looking for countertops, renovators looking to get started on a project. Predictable, recurring traffic that could be nurtured.
The bigger problem Bellissima Countertops faced was that they had no online strategy whatsoever. An issue that is particularly critical in a market where more and more people are starting their search with Google every year.
Keyword Research
Bellissima Countertops’ keyword research was not effective and it was not driving any potential customers to the website. The keywords that were being used were not a match with their target market’s search intent.
The website had been attracting the wrong audience or no traffic at all as the keyword strategy did not account for their potential customers. They were not reaching the right homeowners who were searching for countertop installation or countertop renovation services in the Cape Town area. Bellissima had the right skills and services but they were not visible in the online space.
Our team at EcoSEO performed the correct keyword research to overcome this issue. Our local SEO experts performed an in-depth keyword analysis and we were able to zero in on the right keywords for the client. We focused on keywords with a high search volume and low competition, that indicated that the searcher was in the buying phase. In our research we identified “granite countertops Cape Town”, “kitchen remodel Cape Town”, “bathroom renovation South Africa” and many other relevant search phrases that appeared in local searches frequently.
This local keyword research identified potential prospects who were ready to begin a project and not just pinning ideas on Pinterest.
Once the website content is aligned with the search phrases that people are using to search on Google, the website starts performing better. After the target keywords were identified and properly optimised on the website, Bellissima started ranking well for their target keywords.
As their rankings improved, their online presence started to grow and organic traffic started pouring into the website. It was not just any traffic but relevant traffic that they had been missing for a while. The optimised keyword research started giving them more relevant leads and inquiries.
Technical SEO
Bellissima had several technical SEO issues that were quietly affecting the website prior to the redesign, holding it back.
At first glance, these problems may not have been immediately apparent. However, they were sufficient to keep the website from ranking in any meaningful way in Google.
Users were encountering slow-loading pages, awkward navigation on the mobile version of the website, and broken links that did not contribute to a positive experience.
The accumulation of these elements led to a frustrating user experience, causing visitors to potentially leave the site and turn to a competitor without a second thought.
As such, EcoSEO began the process by performing a comprehensive technical SEO audit, far more in-depth than a cursory glance would reveal as the source of what was slowing the website down.
From this point, the team methodically addressed each item: page speed, mobile usability, and any other issues out of place, whether it be broken links, missing images, improper redirects, or otherwise.
Structured data was also implemented in order to better communicate with search engines, so that they can more easily understand the website.
This may not seem like much, but it plays a surprisingly large role in how clearly Google can interpret the site.
A technically sound website is crawled and indexed as intended by search engines, which is the only time rankings can truly flourish.
On-Page Optimization
Bellissima’s site was functional, but the on-page optimization was incomplete. And when a site is missing some of those finer details, it simply doesn’t perform in the search results as it should.
The issue was with a number of micro-level details. Title tags and meta descriptions that were uninformative, headers that were inconsistently applied, and image alt text that was nonexistent.
Gaps like these add up, and the impact was obvious: next to no organic traffic.
EcoSEO went through the site with a fine-tooth comb, analyzing and optimizing each and every page.
We overhauled the title tags and meta descriptions, so that they both matched the search terms users in Cape Town were using, and also read naturally for users. Headers were added for clear page structure, and every image on the site was given a relevant alt description linked to a targeted keyword.
While on-page optimization can sound technical, it’s really just common sense. A well-optimized page just makes sense; it’s intuitive for both users and search engines.
The structure of the page is clear, so search engines know where content is supposed to go, and users have a more pleasant experience finding the information they want.
Bellissima’s content was suddenly far more discoverable, search engines were able to properly interpret the pages, and users had a better experience. Rankings for target terms improved, CTR went up, and organic traffic increased as a result.
Content Marketing
Bellissima’s website already had great products and the knowledge but it was lacking one important element, quality content.
Without fresh content for visitors to engage with there was little reason for them to return to the site and the search engines didn’t have enough relevant content to rank it properly.
EcoSEO came in with a plan, our approach to content marketing meant we could craft content that would address these issues.
We built a variety of blog articles, customer success stories, project showcases and of course rich product pages which would provide a user with something useful.
We offered guidance and help with homeowners undertaking kitchen and bathroom renovations, what materials to use and how to maintain the space.
It wasn’t all about keywords, but really tailoring the content around the questions people have.
Good content serves many functions and will help you reach your search marketing goals. It’s not just about getting searchers to your site, it can help you build trust and authority in your market.
To the search engines it provides an indication of the site’s relevance and quality which will help it rank.
Post implementation the site now has a reason for people to visit and explore, content marketing which will help with engagement, dwell time and page views, and a reason for people to return with their renovation questions.
It has built a reputation as a go-to resource for kitchen and bathroom renovations which will bring organic traffic and increase your authority in the market.
SEO-Friendly UX Development
Bellissima’s website had one major issue: the UX was lacking and user experience was not that seamless.
The visitors couldn’t navigate the website with ease, left quickly, and didn’t engage with the website content.
EcoSEO redesigned the entire website with a user experience focus. We started by re-imagining the mobile-first design for the site and focused on a navigational strategy that allowed users to easily find information on their own. Every UX detail was attended and we left nothing to chance.
We included CTA’s strategically to encourage visitors to convert organically without being aggressive.
The balance was a UX design that was visually appealing and remained on-point: a site that looked good but above all else functioned exceptionally.
SEO was embedded into the UX to make the website more easily discoverable by search engines.
Site architecture was straightforward, and the content flowed more logically for users to understand their user journey.
The impact: navigation became easier, pages were cleaner, user engagement increased, and page bounce decreased.
Conversion rate increased and Bellissima’s digital presence finally reflected the quality of their premium products and services.
The website now became a tool to generate leads and resulted in quantifiable sales inquiries.
The Results
EcoSEO’s SEO content strategy and technical development turned Bellissima’s online website into a user-friendly, education-based, fully optimized resource for Cape Town customers searching for the right countertop or remodeling services.
We were very explicit from the beginning that creating a more organic search-friendly website would not be enough.
The site needed to convert site visitors into customers, and we made that clear. Our goal was to make sure Bellissima counted on quality visits and lead generation.
The changes were immediately visible: now the website was in a prime position to answer users’ questions and deliver relevant information.
Bellissima would also need to write and publish content to explain remodeling work and services, so we aligned both web architecture and content flow to better direct the appropriate site traffic.
Customers who needed more education on available services, saw remodeling project examples, and decided to make a sale inquiry or simply get a quote. Bellissima Countertops soon reported receiving a huge increase in calls and sales inquiries from new and former website visitors.
- Site traffic and organic monthly visitors have increased to 1,800 highly targeted visitors, an 8.4x improvement.
- Increase in sales inquiries has been tremendous, growing 460% since starting the project.
Bellissima has established a constant, regular flow of inbound, qualified visitors and leads. The improved website is converting the right customers to generate new business.
Scope and Resources
The project wasn’t simply a skin-deep facelift. In addition to restructuring the site for a better user and search engine experience, EcoSEO performed extensive keyword research, technical SEO repairs, on-page optimization, and a content strategy specifically developed for the Cape Town remodeling industry.
Optimized blog posts, how-to articles, and informational pages were combined to increase site traffic and position Bellissima as an authority.
It was a true collaboration. The team at EcoSEO worked hand-in-hand with Bellissima Countertops to execute our web development, SEO and content strategies.
The result? Quantifiable increases in website traffic, leads, and overall sales, and a competitive advantage in a historically stagnant market. Bellissima was not only keeping up with the Joneses. They were leaving them behind.
Technical Tools:
SEMrush, SurferSEO, RankMath, ChatGtp, and Screaming Frog Seo Tool.
SEO Services
Technical SEO, Keyword Research, On-Page Optimization, Content Marketing, SEO-Friendly UX Development
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