Case Study: Just In Time Gourmet

Just In Time Gourmet is an online gourmet food hamper & gift company. They have a wide range of pre-designed hampers alongside their ‘make your own hamper’ option. The family owned business is based in Perth however they deliver their goodies Australia-wide via sales through their eCommerce website.



Online Sales Revenue
Organic Visibility
Organic Traffic

The Challenge

In 2014 Just In Time Gourmet chose to overhaul their website and brand positioning with Clever Starfish and make their site as user and search-friendly as possible as well as introduce the ordering of a ‘create your own hamper’ section.

The site went live and was a huge success with their current clients. About 6 months after launch Just In Time Gourmet signed up with us because they wanted to get their new site out to a new market of customers with a combination of SEO and AdWords.

We proposed a strong on and offsite reputation building strategy to build up the presence of the website in the SERPs (search engine result pages) over a 12 month period and beyond. With ongoing onsite optimisation, regular on and offsite content marketing efforts teamed with a user & SEO friendly website design we have seen some great results for this online business.

The Results

Search Engine Optimisation & Rankings

Before coming on board with us, and 6 months after their new website launch, Just In Time Gourmet had an overall keyword visibility of 60% on Google.  With a strong SEO strategy this has now moved up to 84% in 12 months. The impact of this movement is showing through organic traffic figures and sales revenue. Just In Time Gourmet are now within the top 3 positions for the majority of their target keywords which cover various ‘gift hamper’ and ‘gift basket’ keywords.

Organic Traffic & Conversions

Since employing White Chalk Road as their SEO provider, organic traffic to the Just In Time Gourmet website has increased by 228% compared to the previous year. Sales revenue from organic traffic has improved 243% year on year and across all traffic sources revenue has improved by 202%.

Blog readership

When Just In Time Gourmet first signed up with White Chalk Road we aimed to update the onsite blog monthly. During the initial 12-month period, the blog brought in over 1,200 visitors. These users are also visiting product pages on the website and sales are also coming in as a result of these blog posts.

“Having been with White Chalk Road for over 12 months, we couldn't be happier. We are well informed as to what work they have done and what they have got planned month on month. WCR are extremely knowledgeable on all things SEO and their team is fantastic to work with. We commend them on the fantastic results we have received so far.”

Jodee Wearne Owner, Just In Time Gourmet

The Process

SEO Technical Audit & Recommendations

Just In Time Gourmet came on board with us 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 position.

We worked closely with the owners of Just In Time Gourmet 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, something made easier with the close collaboration of the award winning ecommerce design team at Clever Starfish.

SEO Content Audit

Just In Time Gourmet 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 Just In Time Gourmet brand.

Content Marketing Strategy

With Just In Time Gourmet we have both an on and offsite content marketing strategy. 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 the Just In Time Gourmet website and encourage these users to share the articles. This blog content helps to build trust with potential customers and shares the Just In Time Gourmet brand personality alongside showing they’re leaders in their industry. We work closely with Just In Time Gourmet to brainstorm topic ideas, write the content, optimize it and then post and promote it on a monthly basis.

The offsite content marketing is used to build Just In Time Gourmet’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 Just In Time Gourmet 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.