Who They Are
Orthopedic Outfitters (OrthOut) is a direct medical equipment (DME) supplier. They primarily sell physical therapy and rehabilitation products designed to ease and quicken injury and post-op recovery.
Orthopedic Outfitters (OrthOut) contracted my agency to help build up their ecommerce platform. They had started as a B2B platform with a strong roster of wholesale clinic and hospital clients. But they wanted to start selling directly to consumers as well.
The Challenge
First, Shopify as a website platform does not allow for a lot of website development optimization. Shopify has a bulkier framework that can weigh down page load times, resulting in poor Core Web Vitals performance.
Second, their product pages were woefully under-optimized: no product information, quality product images, or image alt-text.
And third, their main menus were unintuitive and made it more difficult for customers to find products.
The Solution
First, our DEV department compensated for Shopify’s chunky coding with minified assets for better page loading, better responsiveness, and fewer layout shifts.
Second, the SEO team revised the site navigation with categories for product types, brands, and treatment areas, and build out each category page for better search ranking for more generic terms like “physical therapy equipment”.
Third, our team built out product detail pages with complete product information, treatment indications, sizing charts, short detail snippets, high-res images, and appropriate image alt-text.
Fourth, we incorporated a comprehensive blogging strategy to start establishing OrthOut’s experience, expertise, authority, and trust (EEAT).
Fifth, we created necessary ecommerce resources like shipping, returns, and contact policies.
The Results
Within our first year, we grew traffic from 57k to 115k sessions, transactions from 1,844 to 3,315 sales, and gross revenue from $142k to 276k from Google Organic Search alone.