Wholesale Filters Direct
Ecommerce SEO Case Study
How a Squarespace Filter Store Turned a Redesign Into 52% More New Customers in One Quarter
Monthly Google search impressions
The rebuild dipped traffic for two months, then the new site set a record in June.
new customers year over year in Q2
search impressions in June
on Google for "ecowater ero 375 replacement filters"
About Wholesale Filters Direct
Wholesale Filters Direct has been in the filter business for a long time. As a family-run company, they built their reputation through years of experience and customers who kept coming back.
They sell compatible filters and replacement parts for EcoWater ERO systems, Triple O ozone systems, and whole-house filtration, shipping to customers across the country.
But while the business had evolved, its website had not. The old site was dated and difficult to shop, and as some long-time customers naturally moved on, Wholesale Filters Direct wasn’t doing enough online to bring new customers in.
The reputation was there. The digital presence wasn't.
Wholesale Filters Direct had years of experience, a loyal customer base, and a reputation that kept customers coming back. But its website was still built for an earlier version of e-commerce, making it harder for both Google and shoppers to find the right products.
Search traffic had fallen by nearly 30%, while search impressions were down by more than 28% over the course of the year. At the same time, product and category pages weren’t aligned with the specific system models and part numbers buyers were searching for.
Rebuilding the store around the way buyers search.
We rebuilt Wholesale Filters Direct around the way its customers actually shop, bringing the site architecture, content, and design together to make products easier to find, understand, and buy.
Site Architecture
Site Architecture
We reorganized the store around search behavior, with dedicated paths for system models and product searches. Shop by System and Shop by Model give customers a clearer route to the filters they need.
Content
Content
We created 40+ new category and product pages targeting the exact terms buyers use, including individual part numbers. We also added manuals and help content to answer common fit and installation questions.
Website Redesign
Website Redesign
We replaced the outdated site with a cleaner Squarespace experience built around a clearer value proposition and easier purchasing. Autoship was added to support the repeat nature of filter purchases.
A planned traffic dip gave way to record search visibility.
The new site came back stronger after the rebuild, reaching a record-setting month for search visibility and putting Wholesale Filters Direct in front of more potential buyers.
That increase in visibility translated into more new customers, higher-value orders, and stronger rankings for key product searches.
| Month | Clicks | Impressions | Timeline |
|---|---|---|---|
| Apr 2025 | 1,444 | 16,248 | Year-ago baseline |
| Jul 2025 | 1,180 | 18,502 | Impressions peak |
| Dec 2025 | 1,015 | 13,237 | Pre-engagement drop |
| Feb 2026 | 865 | 13,306 | Rebuild begins |
| Mar 2026 | 747 | 12,477 | Planned redesign dip |
| Apr 2026 | 910 | 16,656 | New site launch |
| May 2026 | 983 | 17,404 | Recovery phase |
| Jun 2026 | 1,072 | 18,856 | Record month |
| Keyword | Before | After |
|---|---|---|
| ecowater ero 385 replacement filters | 6.2 | 3.0 |
| ecowater filter 7382916 replacement | 3.2 | 2.3 |
| ecowater ero 375 replacement filters price | 2.8 | 1.7 |
| ecowater ero 385 replacement filters price | 1.3 | 1.3 |
| ecowater filter 7382916 replacement price | 1.1 | 1.6 |
| Metric | Result | Window |
|---|---|---|
| New customers | +52% year over year | Q2 2026 vs Q2 2025 |
| Average order value | $305, +11% year over year | Q2 2026 |
| Checkout completion | 58% (642 of 1,104 carts) | Q2 2026 |
| Search queries the site appeared for | 867 | Q2 2026 |
Highly Recommended
Jason and his team are great, they have helped our business tremendously. We have them working on getting our other business growing now. They are very communicative and they take all the hard work off your back!
Need a new online store?
Get the same search-demand audit we ran for Wholesale Filters Direct before a single page of the new site was written. Completely free.
Action Plan
Map The Buyer-First Site Architecture
Map The Buyer-First Site Architecture
We drew the categories and navigation from search data, so every system family and part number buyers look for had its own place on the site.
Redesign And Rebuild The Squarespace Store
Redesign And Rebuild The Squarespace Store
We built the new site in parallel with the old one, planned the migration, and launched in early April with the content and structure already in place.
Build The EcoWater Topic Cluster
Build The EcoWater Topic Cluster
We created a category page for every ERO system family, giving Google a clear map of the catalog and buyers a direct path to their filter set.
Write Product Pages Against Part-Number Searches
Write Product Pages Against Part-Number Searches
We wrote 40+ pages targeting the exact terms buyers type, part numbers included, so a search for a specific filter lands on a page selling that specific filter.
Add Repeat-Purchase Infrastructure
Add Repeat-Purchase Infrastructure
We added Autoship, instruction manuals, and help content, so the site keeps a customer after the first order instead of only winning one.
Set Up The Paid Foundations
Set Up The Paid Foundations
We put conversion tracking, Google Shopping, and a keyword list built from live search data in place, ready for the next phase.
What Our Clients Say on Google
Digital Marketing Services Rendered
Meet the Team Behind 805 SEO
Leading 805 SEO is Jason Vaught, a digital marketing expert with over 20 years of experience helping businesses grow online. From his early entrepreneurial ventures to shaping advanced SEO strategies today, Jason brings a mix of know-how, curiosity and a commitment to client success. He’s always looking for smarter ways to get results and uncover opportunities others might miss.
Our team is made up of skilled SEO and digital marketing professionals, each with expertise across AI SEO, traditional search, local optimization, web development, content strategy and paid media. Together, we combine experience, creativity and practical knowledge to deliver strategies that get real results for our clients.
Jason Vaught
Founder, Director of Strategy
Rizwan Arif
Website Design & Development
Milos Lepotic
Content Specialist
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Frequently Asked Questions
Does Squarespace hurt SEO?
No. Wholesale Filters Direct set its search impressions record on Squarespace, three months after relaunching on the platform. Rankings come down to site structure and page content, and Squarespace can carry those when the store is built around how buyers search.
Will a website redesign hurt my rankings?
Expect a short dip while the new site settles. For Wholesale Filters Direct, clicks fell for two months during the rebuild, then climbed 44% in the 90 days after launch and set a traffic record in June. The dip is manageable when it’s planned for, with every URL mapped and every page written before the switch.
How long does ecommerce SEO take?
The first movement showed up within 30 days of launch for Wholesale Filters Direct, and the store went from its lowest month to its highest in one quarter. Plan on one to three months for clear results, with the pace set by how closely the site matches search demand.
How do online stores get more customers from Google?
Match the site to how buyers search. For replacement filters, that meant system-model categories and part-number product pages. When the architecture and content lined up with those searches, Wholesale Filters Direct brought in 52% more new customers year over year in a single quarter.
Do you work with online stores outside California?
Yes. Ecommerce SEO is location-independent. Wholesale Filters Direct ships nationwide, and the same architecture, content, and design approach applies to any store, on Squarespace or any other platform.