Fly Fishing Gear Brand Grows Organic Conversions by 156%
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156%
Increase in organic conversions
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116%
Increase in website conversions
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27%
Increase in organic site traffic
“I'm really pleased that we chose them.”
About San Juan Rodworks
San Juan Rodworks is a family-owned fly fishing equipment company based in Rio Rancho, New Mexico. Founder Gary Davis started the business in 2020 after breaking a rod tip on the Conejos River in Southern Colorado and finding no online retailer that combined quality, affordability, and real customer support. The company designs and sells its own fly rods, including the Gunnison, Fryingpan, and Conejos, along with the Chama, Gila, and Pecos reels and a range of fly line, tippet, and accessories. Every rod ships with two tip sections, a 30-day risk-free trial, and a lifetime no-fault warranty. San Juan Rodworks sells direct to anglers nationwide, sets up reels with backing and fly line before shipping, and offers free shipping on orders over $75.
Challenge
San Juan Rodworks sells direct to consumers in a category dominated by established value rod brands such as Echo, Redington, Moonshine, and TFO, so anglers comparing gear online rarely came across a young New Mexico brand. The company had done only a little marketing before, with better results from Meta ads than from Google, and its goal was straightforward: more online rod and reel sales and a stronger bundle attach rate. The Wix site needed better product and collection content, page-specific headings, and clearer product naming so that shoppers searching for fast action, medium-fast, or Euro nymph rods could find the right model. SmartSites set out to strengthen the site's on-page foundation and turn more organic visits into orders.
How we helped San Juan Rodworks.
SmartSites grows online sales for direct-to-consumer fly fishing gear brands
SmartSites helped San Juan Rodworks reach more anglers searching for affordable, high-performance fly rods and reels.
- On-Page Optimization: Rewrote titles, H1s, and meta descriptions and added page-specific H1 elements across the Wix site.
- Collection Content: Made collection page content the top priority, with plans for separate pages for individual rod sizes and weights.
- Internal Linking: Connected blog mentions to product pages and adopted a clearer rod naming convention based on category, length, and weight.
- Rod Selector Quiz: Developed an interactive rod selector quiz using FAQ schema to improve visibility in AI-powered search.
Nationwide
Best fly fishing rods online
Top 10 fly rod brands
Illustrative preview. A representative example, not a live search result.
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156%
Increase in organic conversions
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116%
Increase in website conversions
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27%
Increase in organic site traffic
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19%
Increase in organic clicks
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“I'm really pleased that we chose them.”
