Client Overview
Energy Men Spa is a premier men’s spa located in New York City, offering a variety of services focused on relaxation and wellness, including body massages and specialty treatments. The primary goal was to improve local visibility and user engagement by revamping the website and implementing Local SEO strategies.
Objective
Website Revamp: Enhance the website’s user experience to increase engagement and conversion rates.
Local SEO: Optimize the spa’s local search presence to attract more relevant traffic and increase bookings from the New York area.
Performance Overview
The results after the website revamp and Local SEO implementation demonstrate substantial growth in new users, improved engagement rates, and increased visibility for key pages.
Key Performance Metrics (Last 60 Days vs. Preceding Period)
Metric | Value | Growth (%) |
New Users | 6K | +727.9% |
Active Users | 6K | +724.6% |
Engagement Rate | 58.1% | +8.1% |
Total Sessions | 3,773 | +13.27% |
Average Session Duration | 2m 04s | +6.68% |
Page Views | 7.6K | +12.7% |
Event Count | 21,897 | +3.49% |
Traffic Acquisition and User Growth
User Growth
727.9%
New Users
Increased by 727.9% over the preceding period, indicating that the website revamp and SEO efforts successfully attracted new visitors.
24.6%
Returning Users
Grew by 24.6%, showing improved customer retention likely due to enhanced user experience and local search visibility.
Engagement Metrics
33.17%
Average Engagement Time per User
Increased by 33.17% to 52 seconds.
6.06%
Engaged Sessions per User
Grew by 6.06%, suggesting users are interacting more with the content.
3.49%
Event Count
The total number of events (such as bookings and page interactions) increased by 3.49%, signaling stronger engagement with key features on the site.
Session and Page Views
13.27%
Sessions
A notable 13.27% increase in total sessions was observed after the revamp.
-0.53%
Views per Session
Slight decrease (-0.53%), potentially due to users finding information or booking appointments faster on the newly optimized pages.
Event Performance
Key interactions with the site increased significantly, demonstrating a rise in user engagement.
+12.7%
Page Views: 7.6K page views
(+12.7%) with top pages being the booking page and key service offerings.
+9.9%
User Engagement Events
5K user engagement events (+9.9%), indicating more users are completing desired actions like booking appointments and reading service details.
81.8%
Form Starts
A significant 81.8% increase in form starts suggests more inquiries and booking attempts post-revamp.
Top Pages and Engagement
Page Views by Title
+13.8%
Book An Appointment Page
2.6K views (+13.8%), indicating strong interest in spa services post-revamp and SEO.
-5.3%
Relax with the Best Body Massage
2.1K views (slightly down by -5.3%), likely reflecting seasonal trends or shifting user interest.
315.1%
Gay Massage NYC Page
Saw a massive surge, with 1.4K views, reflecting a 315.1% increase. This is likely the result of targeted local SEO efforts focused on niche keywords related to the gay spa services offered.
Local SEO Strategy Breakdown
Keyword Targeting
Implemented niche-specific and local keywords such as "gay massage NYC", "men's spa New York", and "best body massage for men NYC", helping to capture targeted search queries and drive relevant traffic. Optimization of service pages with long-tail keywords increased visibility in local search results.
Google Business Profile Optimization
Updated Google My Business profile with consistent citations, service descriptions, and photos, which contributed to increased visibility in local search and map packs. Encouraged customer reviews to improve local rankings.
On-Page Optimization
Meta descriptions, title tags, and header tags were optimized for search engines and users, which resulted in improved click-through rates and visibility. Schema markup was added to provide search engines with enhanced data about services, leading to better local search rankings.
Backlink Strategy
Built backlinks from relevant local business directories and wellness blogs to strengthen domain authority and improve search engine rankings.
Challenges
High Competition in the Wellness Space
Competing against well-established spas in New York City required strategic efforts in targeting niche markets, such as gay massage services, and refining ad and SEO campaigns accordingly.
Seasonality Impact
Some fluctuations in service page traffic, particularly the body massage pages, are likely due to seasonal demand and user interest shifting.
Next Steps
Expand Local SEO Efforts
Continue building authority through local backlinks, encourage more customer reviews, and optimize additional service pages for specific treatments.
Enhance Paid Search and Social Media Ads
Explore using paid ads to target high-intent users looking for men’s spa services in NYC, focusing on retargeting past visitors
Conversion Rate Optimization (CRO)
Conduct A/B testing on key landing pages to optimize the booking funnel and improve conversion rates.
Focus on Mobile Experience
With many users accessing the site via mobile, further optimizations to mobile UX should enhance the overall experience and lead to increased bookings.
Conclusion
This case study highlights the effectiveness of combining a website revamp with a targeted SEO strategy. By improving both the technical and content aspects of the site, Personalise Wholesale Blanks achieved substantial growth in organic traffic, user engagement, and overall site performance. This foundation will support continued growth and customer acquisition in the competitive wholesale market.
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