Overview
Bathtubs Plus (bathtubsplus.com) is a specialty ecommerce retailer of walk-in tubs, freestanding tubs, and accessibility bathing products. The category is high AOV, long consideration cycle, and heavily researched. Our job: capture the entire research-to-purchase journey with content and product experiences that outranked both Amazon listings and general home-improvement aggregators.
The challenge
- Product pages that read like manufacturer spec sheets — zero decision-support content.
- Category taxonomy that mirrored the warehouse, not how customers actually searched.
- Long-tail informational queries (walk-in tub cost, accessibility grants, install considerations) sending traffic to competitor blogs.
- Weak internal linking meant deep product pages were effectively orphaned from Google's perspective.
Our approach
Rebuilt the taxonomy around buyer intent
We rearchitected the category tree around how people shop — by need (accessibility, aging in place, luxury, small bathroom), by feature (jets, heated, walk-in), and by price band. Each hub got a purpose-built category page with buying guidance, comparison tables, and structured data.
Decision-support content on every PDP
Every product detail page was rewritten with dimensional context, install considerations, warranty comparison, and 'is this right for me' guidance. We layered Product, Offer, AggregateRating, and FAQPage schema across the catalog to earn rich results.
Informational content moat
Built a 90-piece guide library covering walk-in tub cost, Medicare and grant funding, install requirements, ADA compliance, and product comparisons. This owned the top-of-funnel research phase and funneled qualified traffic into product pages via engineered internal linking.
Digital PR + review acquisition
Placed brand mentions and product features in aging-in-place, home-improvement, and accessibility publications, and built a systematic review-generation program to lift product-level AggregateRating signals sitewide.
"Search Brilliance treated our catalog like a growth surface, not a static store. Every category, every PDP, every guide is now compounding for us."
— Ecommerce leadership, Bathtubs Plus
The playbook
Services delivered
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