Guiya Minerals was founded in 2021 by Bell Barca. The Australian mineral makeup brand offers eco-conscious, cruelty-free and vegan products made with natural ingredients.
eCommerce SEO + web design case study
Guiya Minerals: turning organic discovery into eCommerce growth.
A natural mineral makeup brand needed a premium store that could explain its products, earn trust and make the path from search to purchase feel effortless.
Project focuseCommerce website and SEO
1,201%Increase in organic traffic
1,750%Increase in online sales
1,545%Increase in revenue
555+Recorded conversions
Commercial results reflect the established website period. The focused SEO phase ran for three months and the site attracted more than 33,000 new users.
Executive summary
The project in one clear view.
A new eCommerce platform and focused SEO phase produced substantial growth in organic traffic, online sales, revenue and conversions.
The project gave customers a clearer way to understand, compare and purchase the products while giving the Guiya team a store they could manage confidently.
Client background and objectives
A premium product needed a buying experience that made its value easy to understand.
Mineral makeup customers assess ingredients, ethics, suitability, finish and trust before they purchase. The website needed to make those decisions feel simple while remaining true to Guiya's visual identity and future growth plans.
What the project needed to achieve
- 01
Create an eCommerce experience that reflected the natural, premium brand.
- 02
Help customers move confidently between collections, products and purchase decisions.
- 03
Give the internal team straightforward control over products and content.
- 04
Grow Australian search visibility with a foundation capable of supporting future expansion.
The challenge
Product discovery had to carry education, trust and conversion at once.
A beautiful storefront alone would not answer the questions that shape a makeup purchase. The structure needed to support how customers browse, compare and validate products before they commit.
A considered purchase
Customers needed useful product information and reassuring brand signals before choosing a mineral makeup product online.
A growing catalogue
Products, categories, reviews and stockist information needed a system the business could maintain without developer dependence.
Competitive beauty search
Organic visibility required focused research and optimisation across products, collections and priority content.
Strategy and solutions
Three workstreams, one commercial journey.
Each part of the project had a defined role. The design made the decision clearer, the build made action easier and the search strategy connected the experience with demand.
Customer journey and design
Wireframes and layout concepts organised the store around discovery, comparison and confident purchase decisions.
The final interface balanced Guiya's brand aesthetic with clear product navigation across devices.
eCommerce development
User registration, ordering, product reviews and stockist locations were built into a manageable commerce platform.
Cross-browser testing, team training and post-launch monitoring supported a smoother transition.
Product and category SEO
Beauty-sector keyword research informed products, categories and priority pages during a focused three-month SEO phase.
The page reports verified traffic and commercial outcomes without inventing unsupported keyword positions.
Implementation
What happened, in the order it needed to happen.
Define what matters before purchase
The experience was planned around the questions, trust signals and product details customers need to choose confidently.
Build a premium but usable store
Wireframes and revisions balanced brand expression with navigation, product discovery and checkout clarity.
Give the team practical control
The platform supported ordering, accounts, reviews, stockists and straightforward ongoing catalogue management.
Connect products with search demand
Research shaped the categories, product pages and supporting content most capable of attracting qualified discovery.
The product discovery journey
Search demand became a clearer route to the right product.
The experience connected how customers research mineral makeup with the information and reassurance needed to complete a purchase.
Need and product discovery
Customers arrive through category, product and problem-led searches.
Collections and ingredients
Clear navigation helps visitors narrow the range and understand what makes each product relevant.
Reviews and brand evidence
Cruelty-free, vegan and ingredient information supports the decision without interrupting the shopping experience.
Product to checkout
A responsive commerce journey reduces friction between product confidence and the completed order.
Results and return
More qualified discovery produced more product sales.
The new store and SEO foundation supported growth at each meaningful stage, from organic arrival to conversion and revenue.
1,201% increase in organic traffic
More people discovered Guiya through unpaid search during the measured website period.
More than 33,000 new users
The platform introduced the brand and products to a substantially larger customer audience.
1,750% increase in purchases
Improved discovery and a clearer store experience translated into significantly more orders.
1,545% increase in revenue
The combined eCommerce and visibility work created a meaningful business result beyond traffic alone.
1,201%Increase in organic traffic
1,750%Increase in online sales
1,545%Increase in revenue
555+Recorded conversions
“Loom Digital has been an absolute lifesaver in building the Guiya Minerals website. They have been supportive and patient throughout the process, and you can tell they genuinely care for their clients. We trust them completely with our site.”
Bell BarcaGuiya Minerals
Build the connected system
The result came from services working together.
Explore Beauty and aesthetics →SEO and web design shaped around trust, treatments and product decisions.
Free eCommerce Deepdive Session
Could more of your product discovery end in a confident purchase?
Bring the store, category or buying journey you want to improve. You will leave with a clear priority plan for visibility and conversion.
Your Deepdive includes
This is a working session built around your business, not a templated audit or a disguised sales call.
01
Before we speak
A personal review of your website, search visibility and closest competitors.
02
During the session
We identify what is blocking enquiries and rank the strongest opportunities by likely impact.
03
What you keep
A plain English 90 day priority plan showing what to fix first, what can wait and why.
Speak directly with the specialist doing the work. No account manager, no obligation and no sales script.
JaydenFounder and SEO specialist
30 minutesPrepared beforehandYou keep the plan