An in-depth look at strategy, execution, and results for eCommerce growth
Executive Summary
Heinnie Haynes is a well-established UK retailer of knives, tools and outdoor equipment serving bushcraft, survival and EDC enthusiasts. Despite strong ecommerce infrastructure and loyal customers, although blog sessions were on the rise, metrics such as landing page revenue hadn’t grown inline with category page revenue.
The Challenge:
Heinnie’s blog was performing steadily, but there was a clear opportunity to scale growth further by creating content directly shaped by community-driven search intent.
Objectives:
- Increase organic visibility through content marketing
- Grow blog-led sessions and revenue contribution
- Build topical authority across core categories
Our Approach
Data & Discovery
We analysed thousands of user questions across community forums and Reddit, clustered by search intent and matched them to Heinnie’s core product categories.
Strategy
Developed a 5-part blog series designed to answer the most relevant and commercially aligned queries, building topical authority in survival, bushcraft, and knives.
Execution
- Created long-form, structured blogs across three core product categories
- Implemented strong internal linking to category pages for conversion
- Ensured technical SEO best practices for indexing and crawlability
Innovation & Creativity
The approach leveraged community insights to fuel editorial planning, ensuring content was both authentic and highly discoverable.
