Case Studies

Ecommerce SEO taking this Gold Coast business to the world

Website Launched
August 2021
Visit Website
Burger New Sidebar Cta

Want an outcome like this?

Cs Hom Feat
Increase in Site-Wide Traffic
Increase in Goal Completions
Increase in Keywords

Who is The House of Mouth?

House of Mouth was founded in 2012 by Daniel Buckley, a former dentist who was buying the same dental products he now sells through his online shop. After realising the markup on what the dental industry was being charged on these products, Daniel initially decided to start an ebay store selling Polar (a popular teeth whitening brand) and was moving a very small amount of revenue each month

After expanding his product range in 2015, Daniel created a subscription based model for anyone wanting  to get their hands on all things oral health care, including Custom Fit Teeth Whitening Kits. In 2018, the company launched their mobile delivery service and by 2019 had moved into a new warehouse in Burleigh Heads. Moving into 2020,  they were able to add a Click and Collect delivery option which enabled customers to pick up their orders from the warehouse in person. 2021 was the year we began working with Daniel and in 2022, the business skyrocketed in online sales beyond anyone’s expectations.

It was time for a refresh

The team was already generating some great organic traffic with 1.5k users per month when they approached us, however this figure was plateauing. At the time the website was visually unappealing, non-responsive on mobile and provided no real user experience for consumers. It was also lacking content resulting in poor rankings on Google which was ultimately contributing to the plateau of sales (a recipe for disaster in our eyes). The HOM team knew they had to bring in the digital marketing experts to take their business to the next level.

The House of Mouth wanted an overhaul of their branding to ensure they were a trusted, professional and reliable brand for not only customers but also manufacturers and affiliates alike. The team also had new ideas to take their business to the next level by offering other services which stood them out from competitors. The services included: 

  • A subscription based program for customers wanting regular orders
  • The ability to customise subscription packages to ensure consumers were getting the products they needed. 
  • A ‘Help me Choose” functionality to assist customers in purchasing the correct products for their needs.  

Before & After


The Ingredients of the Burger

Due to clients goal to expand the business dramatically, we needed to ensure we included the following ingredients in our Burger with the Lot:

Web Design & Development
Google Ads

The first step in the process was to head out to their warehouse in Burleigh where we had an epic day of a photoshoot. We focused on showcasing the incredible team who have built the business to where it is today, giving this eCommerce site a more personable feel. We also took the time to take product shots that really enhanced the imagery on the website. The photos taken of the day have also been instrumental in producing Social ads that convert.

The next step in the process was to make sure the Copy on the website was up to scratch! Dan was a fantastic writer, he was able to provide us with technical knowledge the Five by Five sprinkle was added to ensure it was content that could convert, and structured in a way that was  perfect for the website.

Our creative flare was up next as we dove into designing an epic new website for The House of Mouth. We had a clear brief from Dan who wanted a site that was easy to navigate, full of eye-catching imagery and animations that brought the site into this decade. We took our time to ensure the branding remained consistent and custom icons were designed. Due to the sheer size of the website, we had multiple workshops throughout the process to ensure each page was perfect. It is hard to believe the before and after of this site

Our team dove straight into building the site and included WooCommerce to make purchasing purchase a smooth process. We custom built a conditional form that helps a user find recommendations once they answer a few questions. This is called ‘Help me choose’ and is responsible for generating purchases of a wide variety of products. 

Once the site was launched (a huge celebration for The House of Mouth and our team) the fun really started to kick in! Check out the results below of the SEO and paid ads  team working their magic implementing strategies and getting results for Dan far beyond his expectations.


Campaign after 6 months
Campaign after 12 months

All SEO work on the website started from scratch as the original site had never been optimised and didn’t rank for any keywords. We had a big focus on conversion rate optimisation also, with the client being ecommerce, we wanted to generate more sales and also increase the average order value through the new design. We ended up outranking some of the brands for branded searches e.g. Polanight teeth whitening (720 searches/month) with HOM in first position.


Pola Night

We commenced monthly meetings with the client to go over our reports, results from the month and to gain insight from an industry expert on topical new content ideas. For example, this blog was written as there was a tiktok trend surrounding the product at the time: https://www.thehouseofmouth.com.au/how-to-use-plaque-disclosing-tablets/. We also optimised all the disclosing products and sourced quality backlinks, we now rank second for ‘disclosing tablets’.

Every month, the team focuses on building new, high ranking content for the website. This is either by posting a relevant blog or expanding product pages. The results speak for themselves and The House of Mouth has been given the ability to grow as a company and become an international brand.

One very happy client!

“After having a number of poor experiences with other web development and SEO agencies, I approached 5×5 with the huge project of rebuilding and completely customising my eCommerce website, it was nothing short of a mammoth task with a lot of moving pieces and requirements! The task was huge with many hurdles but 5×5 made the whole process seamless. From understanding everything we needed initially, to planning, communicating and deploying it was an impressive experience. From launch we’ve had the pleasure of working closely with both the support and SEO teams which have been nothing short of amazing. We’ve seen amazing results in organic SEO, traffic, website conversions and general user experience – far beyond what we envisaged. This success has allowed us to make strategic business decisions and expand our products and services in ways that would have never been possible with our old site. 5×5 have been by our side the whole way. The 5×5 team honestly take the cake and are the real deal – thank you for doing what you do so well, always answering my constant myriad of questions, going above and beyond and guiding us in the right direction. Thank you 5×5 :-)” – Daniel Buckley
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