How Seven Sons Boosted Their Year-Over-Year Revenue by 121%

“All our metrics are moving in the right direction, traffic is up, our bottom-of-funnel content is optimized, our average order value has increased, we have new customers…”

Chad Graue

Digital Marketing Director, Seven Sons

Seven Sons, a pasture-based farming operation in Roanoke, IN, wanted to reach customers who value the ethical treatment of animals and support regenerative farming practices that heal the land.

Here’s the recipe for how Digital Commerce Partners (DCP) helped Seven Sons surpass their goals.

The Client: Seven Sons’ Goal to Provide High-Quality, Nutritious Meat to Consumers

Seven Sons is in the business of providing high-quality and nutritious meat to consumers. They (it’s a business run by seven brothers) have been practicing regenerative farming and adhering to strict protocols in the ethical treatment of animals for the past 20 years.

In addition, Seven Sons mentors other farms to help them do what they do because Seven Sons is passionate about healing the land. Why? Because they know the secret to healthier animals and improving the environment is through focusing on building better, more nutruient-rich soils.

This leads to a high-quality product which in turn leads to healthier consumers.

The Challenge: Becoming a Leader in the Competitive Farm-to-Table Ecommerce Market

Before working with DCP, Seven Sons had created a successful email marketing campaign, blog, and YouTube videos. But to reach their goals, they knew they needed a partner in SEO to help with:

• Optimization of existing pages
• Production of new content
• Evaluation of technical upgrades to improve SEO performance
• Keyword research for best positioning themselves in the farm-to-table market for the next five years and beyond

With so much to do, it was impossible to execute everything and still scale. 

They had everything in place; they just needed a partner they could trust to help them organize and get started.

The Solution: A Comprehensive Strategy and Organized Execution

DCP started working with Seven Sons and organized the work by what would return the most value.

Turn FAQs and Customer Objections into Organic Traffic & Demonstrate Authority

Seven Sons is hyper-focused on customer satisfaction, so they spent the previous years documenting potential customers’ pre-purchase questions. This gave us the perfect list of topics to tackle and fill out in the middle of their purchase funnel.

We call this their Learning Hub. 

The first step was to map out and create the content that accurately explained sometimes complex topics and answered questions their customer service team are asked repeatedly. 

Topics such as: 

• Sustainable Agricultural Practices
• What Do Labels Like “Grass-Fed” Really Mean?
• What Is Grass-Fed Beef: Looking Beyond the Label
• What Does Pasture-Raised Mean?
• What Is a CAFO? The Costs of Industrial Farming
• What Is Organic Meat (and Is It Really Better)?

This addressed consumers’ questions about their meat products and demonstrated Seven Sons’ experience and expertise in the area.

While we worked on creating this hub of information, we worked closely with their SMEs to ensure not only that everything was accurate, but that we were also emphasizing their core values to existing and potential consumers.

This content served a dual purpose – to help the pre-purchase sales journey, and also to drive organic traffic.

New Product Page Layout

After that, we moved on to the next phase – designing a new layout for their product pages and creating more unique content for each one. 

The new design answered frequently asked questions about delivery, additives, health benefits, and the best preparation methods.

Through organized, and consistent effort, all product pages were updated within a few weeks.

The results were almost immediate and are still going strong. For example:

This is for their chicken breast product page.

The Results: Year-Over-Year Revenue Up by 121.2%

Before working with DCP, Seven Sons had a solid base in place to grow, but no strategy to do it at scale. After a year, their revenue shot up by 121.2%.

Their organic traffic drove most of their revenue at 25.7%.

Seven Sons is now competing with million-dollar companies.

They set out to own the category of ethical chicken, and after some careful strategizing and implementation, DCP helped Seven Sons rebrand. Now, they hold the #1 spot for that keyword, resulting in 100% more chicken sales!

These results are happening with lamb, too.

“When I see the monthly reports now and they say there’s a pain point in the supply chain because we’ve sold out of something or sales have shot up on a particular product, I know what’s causing it.”– Chad Graue

Able to convert at a scale they would not have been able to without DCP:

All KPIs are moving in the right direction

• Better traffic
• Optimizing our bottom-of-funnel
• Average order value
• New customers

“When I see the monthly reports indicating increased traffic and demand…I know what’s causing it.”

Chad Graue

Digital Marketing Director, Seven Sons