Client work · E-commerce advisory & SEO
14 Day Manicure
An established online business with its own team. My role is to watch, investigate and advise — and to say what I think is happening when the numbers move.
The relationship
- 14 Day Manicure is an established e-commerce business selling its own nail products online. It already has its own people and suppliers in place. I work with the owner on an ongoing basis as an adviser on e-commerce, search and digital matters. I didn't build the website and I don't manage the company's paid advertising.
My role
- Oversight of organic search and how the site is performing; keeping an eye on search visibility over time; investigating when something in the website, search or sales changes; questioning assumptions; and advising the owner and team on what I think should happen next. Where something needs a developer or another specialist, I set out what I've found and pass it to the right people. Where it's relevant, I also give a view on wider digital strategy, messaging and commercial decisions.
An example of the work
- When performance changed significantly, the temptation was to jump straight to a fix. Instead I investigated: how organic search was behaving, how the website was performing, where conversions had changed, how the site and its third-party apps were behaving technically, and what the customer journey looked like. That pointed to a number of possible technical issues, which I set out and passed on for the appropriate people to investigate and put right.
Notice, investigate, gather the evidence, identify the possibilities, then recommend. Sometimes the investigation and the advice are the whole job.