Eden Hair Extensions
They rebuilt our category from the ground up. We went from page 3 to owning the map — our team literally couldn't keep up with the stock.
Whitney LondonFounder, Eden Hair Extensions
Flat for 18 months, with 900 orphan URLs bleeding equity.
Eden Hair Extensions came to us as a respected DTC beauty brand with a Shopify build that had outgrown its theme. Organic traffic had been flat for 18 months, paid media had stalled at a 2.1× ROAS, and their head of marketing was getting board questions she couldn't answer.
Under the hood: 900+ orphan URLs from old collection structures, sub-2.5s Core Web Vitals nowhere in sight, a faceted navigation generating thousands of duplicate-content URLs, and a category architecture that didn't match how customers actually searched. The brand was strong. The substrate was broken.
Replatform first. Then earn the rankings honestly.
We made a controversial recommendation in week one: don't chase new traffic until the foundation can convert it. So we replatformed onto Shopify Plus with a headless storefront, rebuilt the category architecture from search-intent up, and consolidated 900+ orphan URLs into a clean canonical map with 301 redirects that kept every drop of equity.
Parallel workstream: a technical SEO overhaul covering schema, Core Web Vitals, faceted nav, internal linking and JS rendering. No PBNs, no bought links, no shortcuts. Every backlink earned through digital PR or editorial placement. The name “Whitehat” is the work.
Once the foundation was earning ranks, we layered a CRO programme on top — bundle merchandising, post-purchase upsells, Klaviyo flows that turned single-purchase customers into repeat AOV drivers.
Twelve months of compounding revenue.
By month three, Eden was ranking in the top 5 for 47 of their 60 target keywords. By month six, the map pack started flipping to #1 in Sydney and Melbourne. By month twelve, the category was theirs.
Non-brand organic revenue lifted 412% year-on-year. Average order value climbed 38%. Mobile LCP dropped from 5.4s to 2.1s. Lighthouse SEO hit 100/100 at re-launch and hasn't dropped since.
The CRO programme contributed $1.2M of the $4.1M attributed revenue. The replatform paid back its build cost inside 90 days. Whitney's words: “the team literally couldn't keep up with the stock.”
The numbers Eden's CFO signed off.
Measured 12 months from re-launch. Compared against the 18 months before engagement. Non-brand organic only — paid is reported separately.
Words from the people paying us.
“Whitehat Agency has done a remarkable job with the Wiise project. The quality of work is unmatched. The team there is highly creative and results focused. They helped us deliver the Wiise website in record time and worked really well with our internal team. Then once the website was live, they helped with the digital marketing launch campaign with exceptional results. Thank you.”
“Whitehat treats my business like it’s their own. They really valued our company’s values.”
“Whitehat didn’t just send more traffic — they sent qualified doctors ready to insure. 300+ fresh leads and an 18% jump in completed quotes.”
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