Woodlane: SEO as the main sales channel
A furniture store depended on expensive ads. After 10 months of SEO, organic search became its main sales channel and the cost per order dropped by two thirds.
Challenge
Woodlane sells cabinet and upholstered furniture across Ukraine. Search ads drove 80% of sales, and rising bids were eating into margins.
The site had 2,300 products, but only 6% of pages received Google traffic because of duplicate filter pages, slow loading and empty category pages.
What we did
- Technical audit: de-indexed 14,000 duplicates, set up canonicals and cut load time from 4.8 to 1.6 s.
- New structure: created 180 SEO landing pages for filters like “corner sofa with storage” or “2‑metre sliding wardrobe”.
- Content: wrote copy for 120 categories and 36 expert buying guides.
- Link building: earned 140 links from interior design media and home renovation blogs.
- Structured data: added ratings, prices and stock to snippets, lifting CTR by 34%.
Results
In 10 months organic traffic grew from 18,000 to 74,000 visits per month. Organic now drives 46% of all orders, up from 17% at the start.
The client cut ad spend by 30% with no loss of revenue and is investing the savings in a showroom in Lviv.
For the first time we see SEO not as a cost but as an asset that brings in more every month. Our best decision in two years.
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