Turning 600 discontinued product pages into leads

01 · Discover

Traffic with nowhere to go

A site audit showed more than 600 product pages for discontinued flooring that still ranked and still drew visitors from search, but sold nothing. Each visit hit a dead end.

Deleting or blanket-redirecting them would have thrown away rankings the store had already earned, so the pages stayed and got a new job.

03 · Build

A dead end becomes a way in

• Email capture on every discontinued product page
• Relevant product recommendations, so visitors find what is in stock today
• Back-in-stock notifications where a product could return
• Segmented drip campaigns for the people who signed up: in-stock alternatives first, then offers, then a nudge to visit their nearest store

Previously underused search traffic started turning into qualified leads and sales, and email marketing grew into a real sales channel for the business.

05–06 · Maintain and evolve

Leads with somewhere to go

Every sign-up from these pages lands in the same CRM as the 15 stores’ QuickBooks customers, tagged by location, so follow-ups and offers come from the right store. How that CRM, the review process and QuickBooks fit together is its own case study: One CRM for 15 stores.

Alongside · Local SEO

Fifteen locations, found locally

Each store has its own Google Business Profile and location page. I kept the profiles consistent, tied them to their location pages and ran review requests through the CRM, so every store could show up in local results and map listings in its own area.

Alongside · Paid media

Ads brought in-house

Google and Meta advertising moved in-house, with campaign, retargeting and site performance data used to improve audience targeting, landing pages, promotions and conversion rates.