Beyond the Click: Converting Online Engagement into In-Store Visits
Enterprise Content Marketing Case Study with Visionworks
Project Overview
430K
Increase in Clicks
7.9m
Increase in Impressions to Local Pages
77%
Increase in Map Pack Rankings
| Website | https://www.visionworks.com/ |
| Company Size | Mulit-location |
| Industry | Consumer Product |
| Value Provided | SEO, Content Creation & Content Optimization |
Project Overview
Getting people in the door is one of the biggest hurdles for brick-and-mortar stores. You might see a lot of online engagement, but if it doesn’t translate into real-life visits, it’s just numbers on a screen. That’s exactly the challenge Visionworks faced.
They first partnered with Big Leap in 2019 after a referral from one of our clients. At the time, they were preparing for a major site migration. We guided them through the transition, preserving their search visibility and performance. Following the migration, we helped drive a 124% increase in organic views within a year, setting the stage for long-term growth.
Their next goal was to turn more digital interest into in-store visits. Big Leap masterminded a content marketing campaign focused on reinforcing our client’s brand identity, giving Visionworks a 77% increase in Map Pack rankings—a key catalyst for improved local visibility and in-store foot traffic.
Our Strategy
Our Strategy
Big Leap helped Visionworks connect creative strategy to data-driven results. Our goal was to enhance local visibility while staying true to the client’s identity and voice. We executed a content strategy that pushed individual locations to the top of rankings and encouraged customers to make an in-store eye exam appointment.
Targeting Specific Keywords
We chose to focus on three main keyword groups: geo-targeted keywords, short-tail commercial intent keywords, and long-tail informational intent keywords.
Each keyword group supported brand-building and traditional KPIs like traffic and conversions. Higher rankings in geo-targeted keywords helped position Visionworks as a trusted local provider. Meanwhile, appearing in search results for everyday vision questions reinforced our client’s trustworthiness and reliability.
Creating Localized Content to Promote Foot Traffic
With hundreds of locations across the U.S., Visionworks needed a localized content strategy to attract visitors in each area. We focused on creating geo-targeted content optimized for relevant keywords. Over the course of 18 months, we produced more than 300 pieces of content tailored to specific locations.
Reclaiming Value Through Low-Hanging Fruit Optimization
While building new content, we also revisited older articles across subdomains to align them with our updated keyword strategy. Since many were originally written by Big Leap with SEO best practices, we refreshed them with new keyword targets.
“When the location pages were developed, the content on the pages was thin. We felt this was a major need to address in order to help improve the visibility of their local stores. As we developed content we really dove into each location and developed content that was specific to the area where the stores were located. As 2020 came to a close, Visionworks shared with us that the Organic Channel became one of their top drivers to in-store visits.”
Results
The Results
With Visionworks’ freshly made and updated content at their disposal, they were able to see serious improvement in their organic sessions, conversion rates, and click rates.
When comparing Q4 2020 with Q4 2019, Visionworks enjoyed a 313,000 increase in clicks and a 5.86 million increase in impressions for their local pages.
Clicks & Impressions
In six months, Visionworks:
- Saw a 16% increase in total clicks—an uplift of approximately 430K clicks to their site pages.
- Experienced a 39% increase in impressions to their local pages—an impressive gain of approximately 7.9 million impressions.
Content optimizations paid off big time. One standout example: We updated an older post on glasses trends, and within just two months of republishing it, that single post brought in over 1K clicks. Better yet, with regular annual updates, it has continued to attract visitors to the site. It’s a textbook case of low-hanging fruit: small updates, big payoff.
Organic Performance
Year over year, Visionworks saw a 13.04% increase in overall organic sessions—reflecting strong, sustained growth in their search performance.
Our SEO efforts also significantly boosted local visibility, with average Map Pack rankings improving from 16.5 to 3.8. This 77% increase was an important factor in boosting in-store traffic.
Additionally, Visionworks’ organic search channel was also one of their top drivers to in-store visits, further indicating our digital marketing efforts converted into real-life customers.
Gain a Clear Vision for Your Marketing Strategy
If your company manages multiple brick-and-mortar store locations, you need to prioritize content marketing and local SEO. With our team of digital marketing experts, you’ll get a customized brand-led performance marketing strategy.
So contact us today to learn more about what we can achieve for your business.
Here’s the thing about our SEO agency: We prefer long-term partnerships that are deeply rooted in trust. Before we dive right into this, we’d like to get to know you better, get a feel for your current situation, and talk about your marketing goals and expectations.
You can call us now, or we can meet over lunch. Either way, we’re excited to meet you.
