When Heavenly Coffee Co. partnered with Fenti, they had a clear goal in mind. As one of South Yorkshire’s premium wholesale coffee suppliers serving customers across the UK, they wanted to attract more trade customers, increase online sales, and strengthen their visibility on Google.
Their Shopify website already had strong foundations, but there was an opportunity to make it work much harder. From improving search visibility and creating dedicated landing pages to refining the online shopping experience, every change needed to support one simple goal – turning more website visitors into customers.
Whether someone is ordering coffee for their home, office or hospitality business, the buying journey almost always starts with a Google search. Heavenly Coffee Co. wanted to appear in front of more of those potential customers, particularly businesses looking for wholesale coffee suppliers. Alongside increasing organic visibility, they also wanted paid advertising that generated high-quality enquiries while delivering a strong return on investment. At the same time, the Shopify store needed refining to make it easier for customers to browse products, compare options and complete a purchase.
Rather than focusing on traffic alone, we looked at the entire customer journey. How could we help more people discover Heavenly Coffee Co.? How could we make the website easier to use once they arrived? And how could we encourage more visitors to become paying customers? By combining SEO, Google Ads and Shopify optimisation, we created a strategy that improved visibility, strengthened the shopping experience and increased online sales.
increase in online revenue
increase in orders
increase in average order value
increase in new customers
Great ecommerce websites don’t just look good – they make buying easy. Working within Shopify, we introduced a range of improvements designed to simplify the
customer experience while strengthening the site’s SEO performance.
Individual product pages were consolidated into single listings with size variants, reducing duplicate content and making products much easier to browse. Navigation was reorganised, collection filters were introduced, and new category pages were created to target valuable search opportunities, particularly around wholesale coffee and leading coffee brands.
To increase enquiries, we also implemented a dedicated wholesale enquiry page, added clear calls to action throughout the site and introduced a Shopify-powered first order discount to encourage new customers to complete their purchase.
Behind the scenes, we carried out a comprehensive technical SEO programme, resolving issues including broken links, redirects, missing page structure and on-page optimisation. The result was a much stronger site health score, providing a solid technical foundation for future growth.
increase in website conversion rate
increase in keyword rankings
increase in Top 3 Google rankings
A great e-commerce store only delivers results if people can find it. Our SEO strategy focused on improving visibility for the products and searches that matter most. Product pages, collection pages, metadata and on-page content were all optimised around relevant search intent, while monthly blogs targeted questions customers were already asking, from choosing single-origin coffee to understanding different blends and buying coffee in bulk.
Alongside this, their Google Business Profile was regularly updated to strengthen local visibility and reinforce the brand’s online presence. As search continues to evolve, we also optimised content for AI-powered search experiences. Heavenly Coffee Co. is now receiving website traffic from platforms including ChatGPT, Google Gemini, Microsoft Copilot and Claude, helping the brand reach customers beyond traditional search engines
Alongside organic growth, we developed highly targeted Google Ads campaigns designed to attract customers actively searching for premium and wholesale coffee. Dedicated landing pages improved relevance, strengthened quality scores and created a smoother journey for visitors arriving from paid search.
By continually testing, refining and optimising campaigns, we increased visibility while ensuring every pound of advertising spend delivered the strongest possible return. But sustainable ecommerce growth isn’t about traffic alone or chasing quick wins. It’s about creating a joined-up strategy that makes your business easier to find, simpler to buy from and better at converting visitors into loyal customers.
Through a combination of Shopify expertise, technical SEO, content marketing and Google Ads into one integrated approach, Fenti helped Heavenly Coffee Co. double online revenue, increase orders, attract more new customers and build a stronger digital platform that will continue supporting long-term growth.
Fenti have made the onboarding process for our SEO development and Google Ads so smooth and easy. Their friendly and efficient team ensured everything was clearly explained and set up quickly, making the whole experience seamless. In the first month, we had already seen a great deal of positive activity, and we are looking forward to reaping the rewards of their hard work in the months ahead.
Katie Evans
Company Owner
