Liza Clifford Case Study
How Visibility SEO Helped Liza Clifford Scale Online While Staying True to Its Unique Fitting-First Model
Liza Clifford is the founder of the eponymous bra fitting and retail business, Liza Clifford. Operating for 14 years, the company sets itself apart from the broader ecommerce industry by encouraging a physical fitting before clients purchase bras, aiming to educate customers that the fit is far more crucial than the product’s price or perceived superiority. This model focuses on providing a customised service to turn new clients into lifelong evangelists.
The Results
The collaboration with Visibility SEO brought about immediate and surprising changes within the first three months:
Growth in Sales:
There was a definite increase in actual physical sales, along with a rise in people buying straight from the web, which was a new occurrence.
Tripled Direct Website Purchases:
The number of people buying directly from the website tripled after Visibility began work.
Improved Search Rankings:
The website is now ranking significantly higher than competitors, a process which Liza expected to take much longer than the three months it did.
Increased Website Traffic:
The biggest surprise was the significant rise in the number of people visiting the website and an increase in contact submissions.
The success of the SEO strategy has also led to new growth paths, including a project to develop an online data-collection and customer journey service based on the discovery that the biggest bra search term was for a “bra size calculator.”
This new initiative aims to collect user information and then automate an educational journey, keeping the brand message intact.
The Challenge
Before partnering with Visibility SEO, the business was achieving good sales via its physical studios but the performance of its online presence was more of an afterthought. The website had low traffic, and the founder, Liza, was unconvinced of the value of prior SEO attempts, viewing them as high-cost with little noticeable output.
Liza’s main challenge, which she didn’t initially realise was a problem, was the website’s very low ranking for specific search terms. The website traffic, estimated at 500 visitors per month, was less than the foot traffic in their physical stores.
Furthermore, their unique business model (discouraging direct online sales without a fitting) meant they were not actively trying to grow the website, though they understood the potential value of organic traffic over paid advertising.
Why Visibility SEO?
Liza decided to work with Visibility after they presented her with tangible results and clear data about the current state of her website’s performance.
The team’s immediate grasp of her educational, fitting-first business model, despite being a “male-heavy” team, was a key factor.
They quickly understood that the goal wasn’t just to sell products, but to focus on education to establish a lasting client relationship.
Visibility proved they were willing to adapt their strategy to Liza’s business model, even helping to find ways to scale the business online without compromising the core message that a correct fitting is paramount.
The Impact
Visibility SEO has given Liza Clifford the crucial organic traction the business needed:
Increased Credibility: Higher rankings have provided the brand with greater credibility in the market.
A “Low-Hanging Fruit” Strategy: The investment in the website has already paid for itself in just three months, making it a very effective avenue for growth.
Data-Driven Innovation: Visibility’s research highlighted a major consumer need (a bra size calculator), which has now become the basis for a new, scalable online business model that remains true to the brand’s fitting-first philosophy.
The Biggest Surprise
“I just think that the fact that they actually do the work. They definitely manage the process for you, and are so organised they have a real work ethic thing.” Liza was also pleasantly surprised by the speed of the organic growth and the fact that tasks she requests are often completed the very next day.”
Would Liza Recommend Visibility SEO?
“Absolutely yes, I recommend Visibility. You pay for what you get, and if you pay peanuts, you’re going to literally get people who aren’t as committed to the project.”
Final Thoughts
Working with Visibility SEO has validated the decision to invest heavily in the website as a key growth channel.
The team has proven to be a committed partner, adapting to and enhancing a complex, non-conventional business model to achieve rapid, sustainable organic growth.
