CASE STUDY / MOWERS2GO / LEAD WOOCOMMERCE DEVELOPMENT
From 25,000 to 40,000 Google clicks in eight months.
I helped develop a garden machinery eCommerce business from 2020, then took the lead on its day-to-day WooCommerce development in 2023. My work covered stock checking, large product catalogues, a website rebuild, product presentation and the technical decisions behind continued search growth.
GOOGLE SEARCH CONSOLE / 28-DAY MILESTONES
WHERE I STARTED
I got my start alongside the developer who built the original website.
Mowers2Go wasn’t originally my build. An agency had developed the website, and its developer gave me the opportunity to get involved. I learnt a great deal working alongside him, and I’m still grateful for that start. It gave me hands-on experience with the reality of running a busy online retail operation.
My first substantial work in 2020 was around STIHL product information and stock availability. With COVID creating shortages, customers needed more than a product listing: they needed to know what could actually be supplied. I started scraping and organising manufacturer data and developed practical stock-checking processes.
As my knowledge of the retailer and its systems grew, I took on increasingly complex work. By late 2023 I was leading the website’s day-to-day WooCommerce development, while working with others where hosting and infrastructure support was needed.
THE RESULT / WHILE LEADING DEVELOPMENT
The site kept reaching new Google Search milestones after COVID.
The clearest evidence of continued search growth comes from Google Search Console’s dated achievements. After the 2023 rebuild and during the period when I led day-to-day development, the site reached progressively higher click thresholds.
Google Search clicks in a rolling 28-day period.
Google Search clicks in a rolling 28-day period.
Google Search clicks in a rolling 28-day period.
Google Search clicks in a rolling 28-day period.
What changed? The higher threshold in May 2024 was 60% above the September 2023 milestone. These were not just lockdown-era traffic figures: the achievements occurred in 2023 and 2024, after I had taken responsibility for the site’s technical development and product presentation.
Source: Google Search Console achievement screenshots. These are first-reached thresholds, not four complete monthly traffic totals, and they do not by themselves establish that any single development change caused the increase.
WHAT I WAS RESPONSIBLE FOR
More than keeping a WordPress website running.
The value of my role was understanding both the technical problem and the commercial problem behind it. These are the areas where I made a direct contribution.
Product and supplier data at scale
Expanded specialist machinery ranges, scraped manufacturer information, matched product identities and developed repeatable imports. That made thousands of useful product listings manageable without relying on manual entry.
Stock intelligence and delivery information
Developed checks against supplier availability and made estimated delivery information easier to understand. Customers needed a realistic indication of what they could buy and when it might arrive, especially when stock was scarce.
Recovery and rebuild after a security incident
Following a serious incident in 2023, I exported and reorganised the catalogue, re-imported the products into a better structure, and upgraded the theme and functionality. The original agency had built the first site and continued to host it until the later move.
Better product pages and buying decisions
Improved categories, estimated arrival displays and product-specific specifications. A chainsaw, mower and battery should not all present the same information: dimensions, cutting length, power and compatibility matter differently depending on the product.
MY CONTRIBUTION / THE TIMELINE
How my role developed from 2020 to 2024.
Learning, STIHL scraping and the first stock systems
I worked alongside the original developer, expanded STIHL product coverage and developed stock-checking approaches during COVID shortages. It was an early lesson in how better product information can solve an immediate customer problem.
Taking ownership of complicated supplier data
Built and refined stock-checking algorithms, product matching and bulk imports across multiple brands. The challenge was no longer getting products onto the site once; it was keeping a growing catalogue useful and accurate.
Leading the WooCommerce rebuild and daily development
After the security breach, I rebuilt the product catalogue, improved the theme, categories, ETAs and specification displays, and took the lead on day-to-day development. September: the site reached 25,000 Google clicks in 28 days.
Refining the systems while search visibility grew further
Worked on competitor price comparisons, supplier exceptions, more product ranges, delivery wording and stock-checking tools. March: 30,000 clicks. April: 35,000. May: 40,000. Each was a new rolling 28-day Google Search milestone.
The technical work is supported by dated correspondence and supplier reports from 2022 onwards. My initial 2020 role is based on firsthand experience. The original developer and other people also contributed to the business; this timeline focuses on the work I personally carried out or led.
BEYOND COVID / THE COMMERCIAL CONTEXT
It wasn’t just one exceptional year.
The website’s recorded product-order value grew from around £100,000 in 2019 to over £3 million at its 2022 peak. It remained a substantial trading operation afterwards, with approximately £2 million per year on average across 2023 and 2024.
Sales did fall after the 2022 peak. Yet the Search Console achievements show organic visibility reaching new highs in 2023 and 2024. That’s why I would not reduce the story to a COVID sales spike — or claim that SEO alone guaranteed more revenue.
The commercial lesson: a website can continue becoming easier to find while stock, supplier capacity, demand and wider business conditions affect the sales it can make. Good development has to account for both.
Figures are rounded, qualifying WooCommerce product-order values excluding VAT and delivery, based on completed/processing orders in the historical exports. They are not audited turnover, profit or sales caused solely by my work.
WHAT A BUSINESS GETS FROM WORKING WITH ME
I look for the problem behind the website problem.
I can take ownership
From a compromised site to rebuilding its catalogue and daily operations, I can deal with awkward technical work without losing sight of what the business needs.
I understand real product data
Supplier stock, inconsistent SKUs, delivery estimates, pricing and large catalogues are operational issues as much as website issues.
I measure the outcome
Search clicks, product discovery and commercial results matter more than a list of plugins or how many lines of code were written.
NEED SOMEBODY WHO CAN TAKE ON THE COMPLICATED BITS?
Tell me what isn’t working.
Whether you need a lead WooCommerce developer, help with complex product data or someone to turn an unreliable process into a working system, I can help you work through it.