71 press features, zero sales

The client

A Canadian brand that makes professional hair tools: curling irons, flat irons, dryers and brushes. Stylists use them, magazines write about them, and the brand sells them from its own website. We work on the website side, alongside the brand's PR agency.

Famous in magazines, hard to find in Google

The PR was working. Story after story ran, and each one got a page on the brand's website. The trouble started after that.

• The press didn't sell. There were 71 press pages on the site. Together they had never produced an order, and on average they sat on page two of Google.
• Only people who knew the name could find the brand. In four weeks the site got 1,539 clicks from Google. Only 32 came from a shopper who searched for a type of tool without typing the brand name.
• The product pages said very little. One of the best-selling products had a 288-word page. The title was the product's name and nothing else, so Google had no way to know who it was for.

A shopper who typed the brand's name found it right away. A shopper who typed what they wanted, like a tool for a certain kind of curl, found other brands. The press pages read like a scrapbook: proof the brand had been featured, with no clear next step for the reader.

What we did

1. We rewrote all 23 product pages. Each one now answers the questions a shopper asks before buying: what it is, who it's for, how to use it and how it compares.
2. We rebuilt all 71 press pages. Each one became a page that answers a real question, with a button to shop the product at the top.
3. We added tracking. Every click from a press page to a product is now counted, so we can see which stories sell.

One product page, before and after

This is one of the brand's best sellers. The product didn't change. The page did.

How a press page became a page that sells

We kept every story. We changed what the page does with it.

• The page opens with a short answer to the question the story is about.
• Key takeaways, question headings and a short FAQ follow, so a skimmer gets the point.
• The original outlet is credited and linked.
• A button to shop the featured product sits near the top, and the product photo links to it too.

A reader who arrives from Google now gets an answer first, then the product from the story, one tap away.

Seven weeks, 94 pages

What happened

"Before" is the four weeks from August 17 to September 13, 2026. "Now" is the four weeks from October 12 to November 8, 2026. The numbers come from Google Search Console and Google Analytics.

The press pages did the most. They went from page two to page one, readers stayed longer, and two visits that began on a press page ended in an order. In the first week of November, the whole site showed up in Google more often than in any of the twelve weeks we tracked.

Seventy-one pages that had never sold anything are now a small, working sales channel.

What hasn't moved yet

We'd rather show you the whole picture than only the good parts.

• Orders are level. The site took 38 orders in the four weeks before and 37 in the latest four. More shoppers are finding the pages. The same number are buying so far.
• One page went the wrong way. A product page lost its page-one spot for its main search right after we rewrote it. We traced it to the new title, which no longer led with the words shoppers type. The fix is ready.
• Half the product pages are new. Eleven of the 23 went live on October 29, so Google has had less than two weeks with them.

What we'll measure next

Being found comes before being bought. The holiday season is the first real test of whether the new visitors turn into orders. We'll add those numbers to this page in January 2027.

If your problem is being found in the first place, read our guide to AI search optimization or see how we build pages for search on the website and SEO service page.

Questions owners ask