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Case study: SEO for a fashion business

As a small business owner in the fashion and interior design industry, it’s important to make sure that visitors become familiar with your work and style. But when it comes to making your site SEO proof, some other aspects need attention as well. This case study focuses on the site, a great example of a visually nice site, in need of some small SEO finishing touches!

Homepage optimization

My first impression of the homepage is ‘Cool and visually attractive image, but where’s the rest?’ Fortunately, there is a small arrow that indicates that there’s more when you scroll down. But I have to say that having the first parts of your content below the fold could lose you some visitors who are too lazy to scroll down. Once I see the content below the image, I’m a little bit overwhelmed. The layout is somewhat messy because all text is centered and there’s a combined use of bold, italics and various fonts. This doesn’t feel very inviting.



One important thing that’s missing on the homepage (but also on the other pages) is a call-to-action. There’s no button that visitors can click on to get something on this site. In this case, you may want to hire BeDivine as a fashion or interior design stylist. While there are various menu items for all of the services BeDivine offers, none of them have a clear goal, for example, a ‘contact me’ button. The same goes for the homepage: it doesn’t invite visitors to take action. I understand the importance of describing what you can offer potential clients and what kind of look and feel you bring into the mix. But that doesn’t mean that you shouldn’t guide your visitors through your site by enabling them to easily contact you.


A menu is a valuable part of your site to help visitors navigate to the most important pages of your site. In this case, the menu is clear and focuses on all important aspects of BeDivine. That’s great! However, I do find it a bit odd that, besides the top menu bar, there’s also a menu bar on the bottom left on the homepage.

Bedivine extra menu

It serves no purpose, especially since the top menu bar is sticky. This second menu only causes clutter and should, therefore, be removed.

Broken parts

Make sure that every part of your site is working and regularly check if this is still the case. On BeDivine I came across some broken links to the portfolio and the Instagram feed wasn’t working (as you can see in the screenshot above). These are things that decrease the user experience and make people lose interest in your site.

Mobile friendliness

I can’t stress this enough: in 2018 search will drastically change because of Google’s plans to index the mobile version of sites first. This means that the mobile version of your site becomes leading in determining the rankings. So, if your site isn’t mobile ready yet, make sure to fix this ASAP!
In case of BeDivine, some mobile optimization would absolutely be beneficial. When opening the homepage on my mobile phone, all I see are large letters that fill the screen. They eventually make up the word ‘Be Divine’ if I’m patient enough to scroll all the way down. This immediately illustrates the problem; the content is way below the fold and it’s unlikely that a visitor will ever get to it.

Read more: Mobile SEO: the ultimate guide »

Local SEO

One question that’s left unanswered at the end of this review is whether this site should be optimized for local SEO? And I would definitely recommend that. The services that BeDivine offers are probably bound to a certain area, which is now not mentioned clearly on the site at all. Optimizing for a specific region could give a lot of benefits in the search results. Therefore you should create a Google My Business account and register your business. Local Search expert David Mihm wrote a great series of blog posts for us on Local optimization. We also have a local SEO plugin which helps you with your local optimizing. Since the services of BeDivine are a source of income, it’s in their best interest to get as much traffic on their site as possible, to increase their conversion rate.

In conclusion

Overall, I think that BeDivine is a site with a lot of potential! They’re already doing many things right, like evoking the ‘feel’ of their business and a nice menu. By changing some relatively small things on their site, they can achieve even better results. This would lead to a great mix of displaying the services you offer your customers, and a usable site. The best of both worlds!

BeDivine’s response to our case study

“Thank you Yoast for taking the time and use my website as a case study. Looking after my own website is very time consuming and having someone else looking into it is a great help. I will definitely fix all the little (and big) things mentioned by you. I don’t like messy so am keen to bring my page back to a functional website with an easy overview and a ‘call-to-action’ function. Thank you very much!” – Beate Pluta, creative director

Keep reading: Avoid these common SEO mistakes »

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8 Responses to Case study: SEO for a fashion business

  1. Datafilehost
    Datafilehost  • 3 years ago

    i once had a client on fiverr who operated a fashion eccommerce site and wanted my seo insight. i will confess i didnt know much then! if i knew then what i know now, i would still be working with him on other project of his!

  2. Subho
    Subho  • 3 years ago

    This a helpful post Michelle Foolen. Basically, in the fashion business, we need to take care of SEO and you have explained it so nicely.

  3. Mammypi
    Mammypi  • 3 years ago

    I am currently using the free version of Yoast snd hope I can afford premium someday. The free version has helped me create better organic content and I really love the plugin. Please can you also review my site?

    • Michelle Foolen

      Hi Mammypi,

      We can add your site to the list of sites we’d like to review one day for case studies. But we can’t make any promises as to when this will happen :)

  4. Laban Ndegwa
    Laban Ndegwa  • 3 years ago

    In total agreement with you and great article.

  5. Pereira
    Pereira  • 3 years ago

    Very cool! I put into practice several dicass like homepage optimization and local SEO. Little things I set aside but it sure will make a difference.
    Many thanks again for the help!

  6. zeb
    zeb  • 3 years ago

    Mobile friendliness is the most common optimization required for an website. Not only the desktop version but the mobile version of your website is more important. Thanks for grouping up the informations together,it was a wonderful reading time.

  7. Matt
    Matt  • 3 years ago

    Very helpful recommendations for everyone to consider.