E-Commerce

Bodyartforms

Improving Product Discovery, SEO and Paid Shopping for a Custom E-Commerce Catalog

Location
Austin, TX
Platform
Custom ASP.NET e-commerce platform
Bodyartforms website redesign

The Brief

Bodyartforms has sold body jewelry online since 2001. Over more than two decades the business built a highly customized ASP.NET e-commerce platform around the way its team manages a large catalog, product data and day-to-day operations.

As the catalog grew to thousands of products, the site needed more ways for shoppers to browse related items and for search engines to understand how categories, subcategories and product pages connect. The goal was never to replace the platform the business runs on. It was to improve product discovery, search visibility and the path from a product search to a purchase.

The Engagement

How We Work With the Existing Platform and Team

The platform is customized around the company's catalog and operations, and the people who maintain it know it well. Our role is to add senior strategy across the decisions that connect development, product discovery, search, paid media and measurement. We work with the system that is there rather than assuming it needs replacing, and when a feature, category change, marketing opportunity or technical problem comes up we help the teams weigh the tradeoffs and pick the next useful step.

Product Discovery, Built Out in Stages

We worked with the team to create more useful paths through the catalog: product pages, the homepage, categories and new subcategories. The added structure gives shoppers more ways to browse related products instead of routing every decision through the same top-level categories, and it gives the business a practical way to improve a large catalog over time rather than treating thousands of products as one redesign.

SEO Within a Customized Platform

The ASP.NET platform is closely tied to how the business manages products and operations. We work with the development team on category relationships, internal links, indexation signals, content and product paths while preserving the workflows the business depends on. That improves organic discovery without making a platform replacement the default answer.

Paid Shopping and Google Ads Strategy

We manage Google Ads, Shopping and Performance Max alongside the marketing team, using product demand, feed quality, landing pages and purchase signals to guide campaign decisions. When a campaign surfaces a product-data, category, availability or landing-page issue, we can work with the right team on the source of the problem rather than treating it as an ad-account problem.

Senior Digital Strategy Across Teams

Website changes, catalog decisions, search visibility, paid campaigns and analytics overlap constantly. We give the development and marketing teams a partner for the decisions that sit between them, helping evaluate an idea before it becomes a build, deciding what to prioritize, and defining what to measure after a change is released.

Measured

Signals of Progress

  • +26%

    Organic clicks, Jul 2025 to Jun 2026 vs the prior 12 months

    Search Console, bodyartforms.com

  • +75%

    Impressions, Jul 2025 to Jun 2026 vs the prior 12 months

    Search Console, bodyartforms.com

Outcome

What the Work Has Produced

More Useful Paths Through a Large Catalog

New subcategories give shoppers more ways to browse related products and give search engines clearer relationships between categories, subcategories and product pages. The catalog gained that structure without a platform replacement.

One View Across Organic and Paid

Category structure, product data, landing pages, Shopping campaigns and measurement are reviewed together, so a problem that shows up in a campaign can be traced to the product page or the feed rather than being treated as a bidding question.

A Working Relationship, Not a Handover

The engagement is ongoing. Decisions about the website, catalog, search and paid media come to the same table while they are still decisions, rather than arriving as finished work to react to.

Project Details

Services

Platform and Tools

  • Custom ASP.NET e-commerce platform
  • Google Ads
  • Google Analytics 4
  • Google Search Console

Related Work

Is a Growing Catalog Getting Harder to Navigate?

A custom platform can work well for the business and still need an outside perspective on category structure, product discovery, search visibility, shopping campaigns or the next feature on the roadmap. We work with your developers and marketers to identify what is worth improving first.

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