LottePads: From Broken Import to 100 Clicks a Day
"Bas, there's something wrong with my website and I don't know what." We didn't just fix it — we deleted the old site, salvaged what mattered, and rebuilt from scratch. In a niche market where Google is sensitive about every word, we set one target: 100 organic clicks a day.
"Something Is Wrong and I Don't Know What"
LottePads sells washable menstrual pads — a sustainable alternative to disposable period products. The business had a Shopify store that was an imported mess from an old WordPress site. Not broken enough to visibly crash — just broken enough to silently kill all organic traffic. The founder came to us with one message: "Bas, there's something wrong with my website and I don't know what."
Previous SEO "experts" had been giving her the same useless advice for months: "try changing this word," "maybe add a keyword here." Nobody had touched the technical foundation. And nobody had been honest with her about the real challenge: her product walks thin lines in search engine exposure. Google is sensitive about health and body-related content. Ads are heavily restricted. But here's the truth — there is a market, and we knew we could reach it. We set a grounded, realistic target: 100 organic clicks per day.
What We Changed — March 4, 2026
We didn't just fix what was broken — we deleted the old import entirely and rebuilt the site right on Shopify. Here's everything we deployed on March 4, 2026.
- Complete Shopify rebuild from scratch — deleted the broken WordPress import, kept the good blog content, built everything right
- Corrected sitemap to HTTPS and resubmitted to Search Console
- Fixed redirect chains from old WordPress URLs and resolved all canonical conflicts
- Added Organization schema with logo, description, and social profiles
- Added Article schema to all blog posts and Product schema to all product pages
- Added FAQ and breadcrumb structured data across the site
- 6-language translation — Dutch, English, German, French, Spanish, and Italian
- Blog consistency plan for niche content — carefully planned around what search engines will surface for health-related queries
- Wrote unique, keyword-researched meta descriptions for all indexed pages
- Improved internal linking between blog content, products, and categories
Old Website vs. Rebuilt Website
We didn't just fix the old site. We deleted it, kept the content that was worth saving, and rebuilt everything from scratch.
| Category | Old Website | Rebuilt |
|---|---|---|
| Languages | Dutch only — all SEO text hardcoded | 6 languages — full translation system with 2,467 keys per language |
| Page SEO | 9 pages with Dutch-only SEO; many pages missing meta descriptions entirely | 35+ pages with translated titles, descriptions, and og:image fallbacks |
| Structured Data | 3 schema types: Organization, Product, FAQ (Dutch only) | 8 schema types: + CollectionPage, SearchAction, Review ratings, Blog Article, BreadcrumbList |
| Open Graph | No og:image on homepage — social shares showed no preview | Explicit og:image set for all page types with fallback to brand logo |
| Hreflang Tags | Dynamic loop — unreliable, x-default not always set | Static explicit tags: nl-NL, nl-BE, x-default always present |
| Crawl Control | No noindex on paginated or search pages — crawl budget wasted | noindex,follow on page >1 and search pages — crawl budget protected |
| Product Schema | Single variant, no review ratings in JSON-LD | All variants as offers array + aggregateRating from verified reviews (4.9/54) |
| Lazy Loading | 73 images with loading="lazy" | 106 images (+45%) — hero image explicitly set to loading="eager" |
| Custom CSS | None — relied entirely on Shopify Dawn theme defaults | 90 KB of custom CSS across 5 files: responsive, on-brand, performance-tuned |
| Content Sections | 64 sections — standard Dawn blocks | 106 sections — custom homepage, FAQ, product cards, collection heroes, breadcrumbs, sticky cart |
The rebuilt site — clipped to table height
Top-Ranking Pages Since Optimization
| Page | Clicks | Impressions | CTR | Avg. Position |
|---|---|---|---|---|
| Roze afscheiding (pink discharge) guide | 10,928 | 381,993 | 2.86% | 8.1 |
| Bleekvlekken in ondergoed (underwear stains) | 2,002 | 77,686 | 2.58% | 6.6 |
| Bruine afscheiding (brown discharge) 9 causes | 1,744 | 116,683 | 1.49% | 7.1 |
| Brand homepage | 887 | 35,152 | 2.52% | 16.2 |
I firmly believe there is a market for almost everything. A challenge like washable menstrual pads — a product that walks thin lines in search engine exposure — is exactly the kind of project that interests me. It's not my position to judge your product. My job is to make sure the people who need it can find it.
SEO Is a Marathon, Not a Sprint
Several months after the rebuild, I'm still monitoring and optimizing. New content goes up. Rankings fluctuate. Traffic trends upward. The 100-click daily target has been achieved — but the work doesn't stop there. That's how real SEO works.
Testimonial text will go here once received from the CEO.
Your Website Could Be Next
Is your website stuck like LottePads was? Let's find out what's actually broken — not what some tool says is broken.