Eloise
The client
Eloise has supplied lingerie and swimwear to women who have had breast surgery since 1994. Alongside the online shop, the team runs a fitting service from their suite in Milton Keynes, with video and telephone fittings for customers further afield. Their range covers a wide spread of price points and includes brands such as Anita and Royce.
The brief
The Eloise website is central to how the business sells, but it had fallen behind. The look was dated, products were hard to browse and the site was not being found for the searches that matter most. PRE were asked to redesign it on its existing WordPress and WooCommerce platform, then keep improving it in stages. What started as a new homepage and navigation has grown into a long-term partnership covering product pages, the fitting service, checkout, technical housekeeping and search.
- Website design
- WooCommerce development
- UX and checkout
- SEO
- Technical optimisation
- Ongoing support
+65%
Organic search clicks in the first full month after the SEO work went live, compared with the month before it began.
Page one
Average Google position moved from 13.3 to 10.1, and held there after the summer season ended.
2x
Online orders more than doubled year on year in the most recent four-week period.
5,200
Product listings approved in Google Shopping, with shop quality rated Great.
01. The redesign
A website is often the first contact a customer has with Eloise, and for many of them it comes at a difficult time. The design had to feel calm, clear and reassuring before it did anything else. We gave the site a new look and feel, rebuilt the homepage and navigation around how customers actually shop, and made sure it worked as well on a phone as on a desktop.
What we did
- New visual style applied across the site, sensitive to the customer and true to the Eloise brand
- New homepage that leads with the main product categories and the fitting service
- Simplified navigation so customers reach the right range in fewer steps
- Fully responsive layouts for mobile, tablet and desktop
- Built on the existing WordPress and WooCommerce platform, so nothing had to be migrated
02. Product pages, fitting room and checkout
With the new style in place, we took it through the rest of the customer journey. Product pages were rebuilt to answer the questions a customer would ask in the fitting room. The fitting service got a page that explains it properly and makes booking easy. The checkout was shortened so fewer people drop out at the final step.
Product and category pages
- WooCommerce brought up to date to support the new features
- New product page template with colour and size options, size guides, customer reviews and related products
- Product video support and richer product information fields
- Category pages with written introductions, filtering and sorting, so customers can narrow a range quickly
- Best sellers featured on the homepage
- A step-by-step guide and training so the Eloise team can add and update products themselves
Fitting room and contact pages
- Fitting service page redesigned around the three ways to be fitted: in person, by video or by telephone
- Request-to-book form with appointment type built in
- Customer stories and a video walkthrough of the fitting suite
- Clear calls to action to book, linked from the navigation, homepage, footer and product pages
- Contact page redesigned with a new enquiry form and location details
Checkout
- Streamlined mini cart and a shorter, simpler checkout
- Fields reordered to cut admin for the Eloise team
- Klarna added alongside the existing Stripe card payments
- Order confirmation emails restyled to match the new site
03. SEO and technical work
A good-looking shop still has to be found. Phase 1 of the SEO programme rebuilt the site’s search foundations over roughly seven weeks: what each page says to Google, how products appear in Shopping results, and how quickly pages load. Alongside it we tidied up the technical side of the site, removing plugins and code it no longer needed.
Search foundations
- New keyword-led titles and descriptions for every category and all 124 products, written from real search data
- Product, organisation and breadcrumb schema across the site, plus FAQ schema on the fitting service page for AI search
- Google Shopping feed built and submitted, with brand, colour and size data on every product
- Product video sitemap submitted, bringing more than 100 product videos into Google’s index
- Legacy category URLs redirected so old links and rankings carry over
- Google Business Profile optimised for local fitting searches
Speed and housekeeping
- Around 2MB of render-blocking code removed, cutting roughly fifty requests before the page appears down to one
- 5,365 images compressed across the media library
- A legacy page builder add-on retired, with the homepage, fitting, contact and footer sections rebuilt without it
- 13 inactive plugins removed, leaving a leaner site that is easier to maintain and secure
- Nearly 700 unused media files cleared from the server, along with an old import tool and old logs
- Sitemaps and robots rules cleaned up so Google crawls the pages that matter
The result
The work has moved Eloise from a site that looked the part to one that performs. In the first full month after the SEO changes went live, organic search clicks were up 65% on the month before the work began. Click-through rate rose from 1.6% to 2.2% and the average Google position moved onto page one. Those rankings held when the summer swimwear season ended, and online orders in the most recent four weeks were more than double the same period a year earlier. The site now gives the Eloise team a stronger shop window, an easier booking route for fittings and a base to keep building on. Phase 2 of the SEO programme is now under way, focused on protecting those rankings and growing the year-round ranges. You can view the website here >
In numbers
- Organic search clicks up 65%
- Click-through rate up from 1.6% to 2.2%
- Average Google position improved from 13.3 to 10.1
- Clicks to the mastectomy swimwear category nearly tripled
- Clicks from searches for mastectomy bras more than doubled
- Average position nine places higher than a year earlier
- Online orders more than doubled year on year
Search figures from Google Search Console, comparing the four weeks before the Phase 1 work began with the first full four weeks after it went live in summer 2026. Year-on-year position is a three-month average. Order comparison covers online store orders only.
From the outset PRE were a pleasure to work with. They understood the brief immediately and took care to ensure that the sensitive nature of our business was properly reflected in the design. We cannot express our delight highly enough in the transformation of our website, it is a night and day difference and exactly what we wanted.
UK Sales and Marketing Manager, ANITA UK Ltd