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Digital strategy ramps up web traffic and leads for leading shelving distributor


Handy Store Fixtures is a nationwide shelving manufacturer and store layout consultant with over 60 years of experience serving independent retailers. In 2017, the Handy Store Fixtures team came to Hudson looking for a complete redesign and restructuring of its website.
The initial project scope included updated branding, website design, SEO copywriting, site structure updates, and migration from HTTP to HTTPS for security. To learn more about the branding and design work we did for Handy Store, check out the case study. Following site launch, we continued to work with Handy Store to implement a digital strategy.

The Details

Within the original scope of the project, updates to the Handy Store Fixtures website included an improved information architecture, optimized code, improved page speed, and new SEO content. The benefits of these efforts were seen in an improved website crawl efficiency, faster page loading, and having major search engines index keyword-rich content.
As part of ongoing marketing efforts, Hudson’s SEO team continued to work with Handy Store Fixtures to provide:
  • Technical and on-page optimizations
  • An ongoing content strategy for greater organic visibility
  • A/B testing to improve user metrics
  • Performance reporting at various levels of site usage
The Hudson team worked hand-in-hand with Handy Store Fixtures to launch its content strategy and site monitoring right after the redesigned website was launched. This seamless transition established a collaborative partnership for new ideas and updates.

The Results

With technical and strategic updates focused on Handy Store Fixtures’ organic search visibility, the growth in traffic from major search engines like Google and Bing have been huge. There was an increase in organic visits after the redesign of over 60 percent, and the increases continued with additional increases of 14 percent for visits and six percent for website leads.




As the COVID-19 pandemic spread in 2020, both Handy Store Fixtures and its customers were affected by various restrictions, which forced them to update business operations. During this transition, Handy Store Fixtures and Hudson continued to find ways to keep the brand relevant to potential customers and gain even more organic visits. Through its content strategy, Handy Store Fixtures was in a position to protect its marketing efforts and capitalize once business was able to open again.
Although website traffic declined when the pandemic spread and business restrictions were implemented in March and April of 2020, overall the traffic continued to grow.
Since the development of our new website and integration of new digital marketing techniques, we’ve doubled our sessions month over month and have increased our inbound leads over 35% for the year. I highly recommend Hudson Integrated; you will not find a better group of people.

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