Built from the ground up
Indicoat came to us before there was a store, a customer or a category anyone searched for by name. We launched the brand online and have run every part of it since.
Where Indicoat started.
Indicoat started with a single product and a real problem: customers did not know the category existed. Nobody searches for a protective coating by name. They search for the problem it solves, and nothing online was answering those questions.
There was no track record to buy media against, so the launch had to prove the product converted before any spend could scale. We built the store, the demand and the education around it, and we still run all three.
Three moves that made the difference.
Built the store around the question, not the product
Every landing page answers a job the customer is trying to do. The product page came second, which is the opposite of how most launch stores are built.
Grew search before scaling paid
A long-running content programme built the category from nothing, so growth never depended entirely on paid media as spend scaled.
Made email the second sale
Application guidance flows turned a one-product brand into a repeat-purchase one, without relying on discount codes.
Where it is going next.
A trade range is launching on Shopify Plus B2B, with the same measurement setup extended to account-level reporting.
Services used
See what else we have built.
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