Ergonomic Excellence
Ergohuman hired me to assist with setting up and launching their official online store to sell ergonomic gaming and office chairs directly to consumers.
My role included writing the website copy across all landing pages, product descriptions for over 45 chair models, articles, alt text, and meta descriptions, while making sure it was optimised for search engines.
Ergohuman’s goal was to attract more online customers and build its B2C market. They needed a website that was easy to read and navigate, reflected their high-end product, and converted visitors into buyers.
What I did for Ergohuman.
I conducted a full brand audit and consultation, which was used to decipher the tone of voice: authoritative, readable, and ever so slightly playful. I wrote landing pages that were in-depth but still scannable, providing a fountain of information to customers so they could make an educated decision about buying an Ergohuman chair.
I created a blogging strategy and wrote articles to boost organic traffic, attracting people who didn’t yet know they needed a high-end ergonomic chair, as well as those who were after something very specific, leading to increased customer numbers. Examples of articles written include: ‘Student essentials: what you really need for going to university’, ‘Office chairs and other gadgets for people with ADHD’, and ‘What does lumbar support do on ergonomic chairs?’.
I developed direct response copy for key landing pages and email campaigns, contributing to a highly successful VIP email marketing campaign during the Black Friday week that contributed to boosting sales by 140% compared to the Back-to-School campaign two months prior.
Alongside the website, I managed the social media strategy and content to increase visitors,
leading to over 100,000 site sessions from social media referrals. My social management role included creating a strategy for both organic and paid ads, tracking the analytics, making changes to optimise the campaigns, and building a loyal community of fans and followers.
Results achieved for the Ergohuman online store.
Let’s take a closer look at the results achieved through my time with Ergohuman.
Immediate measurable growth
Over a 16-month collaboration period, I helped Ergohuman achieve measurable growth across its B2C business, generating a significant increase in sales revenue. Between January and September 2025, orders and sales increased by 56% compared to the previous 8-month period. Site sessions increased by 14%, while the conversion rate rose by 27%, indicating that more visitors were converting into customers. Sales of their flagship product increased by 45%, and returns dropped by 6%, reflecting customer confidence and clearer communication about the products. This wasn’t a short-term peak, but a consistent growth throughout the collaboration, with momentum rising in the first couple of months and growing steadily month by month until September 2025, when the partnership was complete.
Winning SEO rankings
As for SEO, we were ranking on the first page of Google, including in the top position, in the ‘People Also Ask’ section, and in the image pack feature for many popular keywords, such as ‘ergonomic study chair’, ‘green office chairs’, and ‘desk chair with headrest’. Our top 10 keywords had a total search volume of 4,740, capturing customers who were intent on buying our products. These rankings were achieved through a combination of the website’s home page and product pages, with a predominant focus on blogs, highlighting the importance of organic and original long-form content written by humans, rather than AI.
For our chosen and tracked keywords, we secured top organic rankings for the most competitive and commercially valuable terms: Ergohuman; Ergohuman chair; Ergohuman gaming; Ergohuman shop; Ergohuman store; Mirus gaming chair.
In fact, in the first two months of launching the website, we were ranking:
#1 position: Ergohuman gaming; Ergohuman store
#2 position: Mirus gaming chair
#3 position: Ergohuman shop
#4 position: Ergohuman office chair
#5 position: Ergohuman; Ergohuman
Organic search results
Compared to our competitors in the industry, we achieved the highest organic search traffic – 349% more than the subsequent highest website. Even though we had fewer total keywords than this competitor, our site consistently attracted more organic traffic, since our strategy focused on ranking for high-value, commercially relevant terms, rather than overall keyword quantity.
In September 2025, blogs were responsible for
more than 47% of our organic traffic, with the other half being driven by the home page, collection pages, general pages, and product pages, showing the importance of having an SEO strategy, relevant keywords, and strong writing across an entire site.
– CLIENT TESTIMONIAL –
"Beth thinks outside of the box and uses original language to help us rank on Google and build customer trust, coming up with fresh ways to present very technical information."
- Gareth Gillespie, Owner
Results were achieved quickly through a focused SEO strategy that combined using relevant, high-intent keywords and website copy that captured an authoritative but approachable tone of voice. I wrote content for landing pages tailored to the buyer’s search intent, wrote blogs to build authority, and optimised metadata and alt text to further incorporate our chosen keywords.
My role centred on SEO strategy, execution, and web copy. Still, these outcomes were achieved in collaboration with the wider marketing team, who built an excellent website with a strategic flow and produced incredible images and videos to enhance the user experience. Together, this combination led to fast, measurable growth.
