Case Study: Babyroad


Babyroad are a Perth family owned and run baby store. They have a huge showroom of everything you need for Pregnancy, Birth & Beyond, located on Leach Highway in Booragoon. You can also shop their online store, with hundreds of baby essentials delivered to your door, Australia-wide.

Babyroad logo


Blog Traffic
Organic Visibility
Organic Traffic

The Challenge

Babyroad partnered with White Chalk Road in 2017 to grow both instore and online sales. As Perth’s most experienced local supplier of everything baby and toddler, they had been operating a thriving retail store for over 20 years.

The challenge was to grow their online presence, in a diluted baby store market. With a website just over 12 months old, White Chalk Road put together a digital marketing strategy to not only grow their online presence, but also to increase physical traffic to their Perth Showroom.

The Results

Search Engine Optimisation & Rankings

Before coming on board with us, and 12 months after their new website launch, Babyroad had an overall keyword visibility of 44% on Google.  With a focussed search marketing strategy, this increased to 75% in 12 months. The impact of this movement was obvious, with a huge increase in organic traffic to the site, and online sales.

Organic Traffic & Conversions

In the first year with White Chalk Road, Babyroad’s organic website traffic increased by 180%. In the following year, this increased again by 20%. This saw a significant increase in online sales and physical traffic to their Perth Showroom.

Onsite Blog

White Chalk Road put together an onsite blog strategy, creating helpful content for parents. The aim of the blog was to target long tail keywords to increase traffic to the website and position Babyroad as a thought leader in the baby product space. During the initial 12-month period, the blog brought in over 80,000 new site visitors, which is a fantastic result. These users are also visiting product pages on the website and sales are also coming in as a result of these blog posts.

"We have been using WCR for a few years now and wish we had been using them from the start!

They have boosted our online visibility, and have successfully increased our reach, engagement and conversions.

If you are looking for a SEO, Search Marketing, Advertising and Marketing Automation - White Chalk Road are your people!"

Charmaine Morgan Owner, Babyroad

The Process

SEO Technical Audit & Recommendations

Babyroad came on board with us about 18 months after their new site was launched. To ensure the website was as SEO and user-friendly as possible we performed a technical SEO audit and provided recommendations to suggest new ways to further improve their results.

We worked closely with Babyroad and their web design and development team to put a number of recommendations in place. This included tasks such as a back-link audit, meta data optimisation and suggestions to further improve the buyers journey.

SEO Content Audit

Babyroad understood the importance of good quality content across the website. This included on the homepage and product category pages. White Chalk Road reviewed the content on key landing pages to make sure this content adhered to Google guidelines alongside being of benefit to the user. We implemented optimised meta data based on our target keyword list and made sure all key landing pages were full of SEO friendly content which educated and enticed users to purchase and interact with the Babyroad brand.

Content Marketing Strategy

White Chalk Road implemented both an on and offsite content marketing strategy for Babyroad. The onsite content marketing strategy involves updating the blog monthly with timely and useful information website visitors. The purpose of the blog is to build up the content on the website, alongside keeping it fresh and brining in long-tail keyword traffic.

We also wanted the blog to be useful, interesting and entertaining for anyone visiting Babyroad’s website and encourage these users to share the articles. This blog content helps to build trust with potential customers and shares the Babyroad brand personality alongside showing they’re leaders in their industry. We work closely with Babyroad to create articles which were helpful and useful for their target audience and placed these articles both onsite and offsite to relevant parent websites.

The offsite content marketing is used to build Babyroad’s online reputation for the purpose of SEO but also in the eyes of new customers. As with the onsite blog, we research, write and outreach articles monthly which link back to the Babyroad website. The content is relevant to the industry and is placed on websites and blogs which provide SEO value alongside sites which will potentially send referral traffic and conversions.