Case Study Monthly marketing retainer · fractional marketing lead
From invisible to indexed
VTO Wheels is a niche e-commerce brand with a loyal audience. We built the marketing foundation from scratch to deepen engagement to acquire new customers.
VTO Wheels, a vintage & classic car wheel manufacturer.
+26%
Overall revenue
most recent 3 months+185%
Daily site visitors
vs. pre-engagement baseline+20%
Order count
most recent 3 monthsThe challenge
VTO had a loyal audience and dominant market share, and almost no marketing infrastructure. The audience was there; the business just couldn't see it. At the start of the engagement:
- No Google Analytics, no Search Console, so no performance data of any kind.
- Missing title tags and meta descriptions across the site; no sitemap.
- Product names were internal SKUs, so customers called in confused because they couldn't parse the catalog.
- No email program at all: no newsletter, no mass email outreach, no automation, no abandoned-cart recovery.
- The homepage led with a clearance banner instead of the product, so we rebuilt it around a fitment finder and the five wheel families.
Homepage revamp
The old homepage led with a discount banner. The new one leads with the product and a fitment finder, so a visitor lands on a clear path to the right wheel.
The announcement bar across the top is a custom Odoo module we built for VTO so staff can post shipping and stock notices themselves, without an editor session. We open-sourced it as Odoo Notification Bar.
Before
After
Click either image to view the full page.
What we built
Technical SEO foundation
Meta tags, heading structure, schema markup, sitemap, canonical URLs. A site that doesn't get crawled doesn't get ranked. Every page was reviewed.
80 car-fitment pages
One page per classic make/model, each with unique copy, FAQ + BreadcrumbList JSON-LD, and enhanced alt text.
Email program
Newsletter written in the founder's voice around the origin story, plus abandoned-cart automation (fires 3h post-abandon).
Customer survey
A 214-response survey deployed via Odoo revealed buying triggers, competitive dynamics, discovery channels, and retention signals across the base.
Analytics stack
GA4 + Search Console + Odoo → BigQuery → Looker Studio, built from scratch and now a reusable template for future clients.
Custom Odoo module
An attribute-driven product-title module that auto-generates descriptive names from Odoo attributes, directly enabling a clean Google Shopping feed. In production since July 2026.
Results
In the customers' words
“With Falcons having notoriously tight rear wheel wells, having the option to specify the wheel offsets was a game changer… I was able to fit a 16x7 in the front and a 16x8 in the rear with no rubbing.”
“Looked at all available. But yours were the best in all ways. Also, real people to talk to and you answer the phone.”
“I was pricing Panasports when I discovered you produce a similar product for a better price.”
What a client should take from this
The campaigns are the visible layer. The durable part is the infrastructure underneath: the analytics stack, the custom Odoo module, the content architecture. Those are assets that compound and carry across engagements. When the previous Odoo partner corrupted data on 124 product templates and quoted investigation costs with no fix, we ran the forensic review ourselves and handed back a complete incident report in 30 minutes, before they'd finished scoping the problem.
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