SEO

POLITO CASE STUDY – PROJECT OVERVIEW

Polito is a Melbourne-based manufacturer and supplier of premium quality wood fired pizza ovens. The company came to us in 2018 looking to strengthen its digital marketing capabilities, improve its online visibility and ultimately generate more sales leads. At the time, Polito was working with an outdated website with little in the way of SEO functionality and no ecommerce presence.

One of the primary challenges facing the company was how to use their online presence to drive sales. While Polito’s products are premium quality, they are also niche products that are heavy, bulky and command a high price point. So the challenge for us became how to structure and optimise their online presence to drive sales for a product range that traditionally didn’t lend itself to ecommerce.

After carrying out detailed audience and competitor research, we designed and built a new showcase website and an ecommerce site. We then implemented an industry-leading SEO strategy and worked to leverage their brand visibility and community engagement through an ongoing social media marketing strategy.

The results (so far) speak for themselves. Since we started working with Polito, inbound sales leads have increased by more than 500% and website traffic has almost tripled. We’ve seen steady growth in a range of key metrics, including website traffic, impressions and site clicks, as well as steady top-three search rankings for primary keyword phrases.

Find out what we did (and are still doing) for Polito and how we can do it for your business.

About Polito Wood Fire Ovens

Polito is an Australian-owned family business that designs, manufactures, supplies and installs wood fired pizza ovens and accessories. Antonio Polito founded the company in 1988 after arriving in Australia from Paravati in Southern Italy. Over the years, the company has grown to become one of the premier manufacturers and suppliers of premium wood fired pizza ovens in Australia. They supply a range of wood fired and gas ovens including ready-made ovens, mini gas ovens, portable pizza ovens and can even design, manufacture and install commercial pizza ovens. However, Polito is about more than just supplying ovens. They have built a brand identity focused on lifestyle, family and the love of traditional Southern Italian cooking. Polito is also a distributor of the Jamie Oliver range of pizza ovens and Polito ovens have been featured in the Channel 7 reality show House Rules.

THE CHALLENGE

When Polito came to us in mid-2018, their key challenge was generating sales leads through an outdated website. Polito’s products are high-end and expensive. They are not spontaneous purchases nor are they the kind of products that are commonly bought online. Our task was to create a digital strategy that optimised their online presence, increased traffic and strengthened the brand.

There were a few issues contributing to the company’s digital challenges. One of those was an outdated website that didn’t do justice to Polito’s high-quality, high-value products. Built on a pre-coded platform, the old website was difficult to navigate, lacked quality imagery and SEO functionality, didn’t present information logically, wasn’t mobile responsive, and, most importantly, wasn’t structured to generate sales leads.

Another issue was a lack of online visibility. While the old website was generating some traffic, it wasn’t performing as well as it could have. There was also plenty of room to improve search rankings for the main keywords.

The other main issue stifling sales leads was the lack of an ecommerce platform and a general uncertainty regarding the viability of ecommerce for expensive niche products like wood fired ovens.