*under construction
Building a Lacrosse Brand’s Digital Presence from Zero
Client: Hobo Lax (HL) – Premium Lacrosse Clothing & StreetwearTimeline: September 2021 – PresentMy Role: Digital Marketing, SEO, Content Strategy, Email Marketing, Social Media, Graphic Design
Quick Stats
| Metric | Result |
|---|---|
| Total Lifetime Revenue | $894,224 |
| Organic Search Revenue (attributed) | $126,241 |
| Organic Search Conversion Rate | 6.4% |
| Organic Users (2025) | 13,369 |
| Avg. Engagement Time – Organic | 2 min 06 sec |
| GSC Clicks (2025) | 16,100 |
| GSC Impressions (2025) | 723,000 |
| Avg. Search Position | 12.3 |
| Keywords Ranking Top 3 | 108 of 274 |
| Klaviyo Avg. Open Rate | 42.91% |
Where They Started
Hobo Lax launched in September 2021 with no digital presence, no organic traffic, and no revenue. No existing SEO, no email list, no social following. I came in at the start and helped build everything from scratch.
What I Worked On
Shopify Technical Setup
The first priority was making sure the store was set up correctly for search. I handled the full Shopify SEO architecture: metadata, product and collection tagging, robots.txt, and template adjustments to ensure every page was properly crawlable and indexable. I also set up the site structure in a way that would support long-term content growth without requiring rebuilds down the line.
SEO and Content Strategy
With the technical foundation in place, I built a content strategy targeting the lacrosse niche. The focus was on keywords with clear buyer intent rather than broad informational traffic. Lacrosse is a specific sport with a specific community, and the content reflected that.
- 274 organic keywords ranking, 108 in the top 3 positions
- 16,100 clicks and 723,000 impressions in 2025 alone
- Average search position of 12.3
- Organic search is HL’s highest-converting self-managed channel at 6.4%
Organic search users also spend more time on site than visitors from any other channel, including paid, at 2 minutes and 6 seconds average.
The content has also earned citations across AI platforms: 26 pages in ChatGPT, 16 in Google AI Overview, and additional citations in Perplexity and Gemini.
Klaviyo Email Campaigns
I launched HL’s email marketing program in September 2025. Starting with a cold setup, I built the campaign structure, audience segmentation, and send cadence from scratch. In the first four months I sent 49 campaigns covering product drops, seasonal promotions, and re-engagement sequences.
The program runs at a 42.91% average open rate against an industry benchmark of around 20%.
Social Media and Graphic Design
In the early years of the brand, I managed HL’s social media presence and handled graphic design, including content creation for posts, promotional materials, and ad hoc brand assets like brochures and product visuals.
Ongoing Site Maintenance and Optimization
Alongside the strategy work, I handle ongoing website maintenance, content updates, performance monitoring in GSC and GA4, and iterative optimization of underperforming pages. This includes regular keyword reviews, updating older content to maintain rankings, and building out new pages as the product catalog expands.
Results
Hobo Lax has generated $894,224 in total lifetime revenue since launch. Organic search is the highest-converting channel at 6.4% and the primary driver of new customer acquisition. Direct and other channels largely represent returning customers who first discovered HL through search.
Last-click attribution gives organic search $126,241 in directly tracked revenue, but the actual influence is broader. SEO built the audience that the entire revenue engine runs on.
In 2025 alone, organic traffic brought in 13,369 users, 16,100 clicks from search, and 723,000 impressions across Google Search.
Email, launched in September 2025, is running at a 42.91% average open rate across 49 campaigns in the first four months.
What Made It Work
Targeting a specific niche with specific intent. The lacrosse community searches with purpose, and the content strategy was built around that from the start rather than chasing broad traffic that would never convert.
Consistent optimization over time. The 2025 results are a compounding effect of work started in 2021. Rankings that built slowly became the primary revenue driver once they hit critical mass.
Technical setup done right from the start. Clean architecture, correct tagging, and a site structure that could scale meant content work actually moved the needle instead of fighting invisible technical issues.
Ready to grow your business with strategic SEO and content? Let’s talk