194% Online Revenue Growth in Two Years
Mulligal wanted its online store to help carry the business through slower Wisconsin winters. Cadence SEARCH focused on how shoppers actually discover apparel online—especially high-intent brand searches—while steadily improving collections, technical health, local authority, and day-to-day ecommerce decisions.
May 2026 online revenue compared with May 2024.
May 2026 online revenue compared with May 2025.
Gross online product sales over a recent 30-day period year over year.
Several valuable apparel-brand searches reached top-three positions.
A local specialty retailer with a national ecommerce opportunity.
Mulligal is a locally owned women’s golf apparel retailer in downtown Wausau, Wisconsin. The store carries new and consignment golf, tennis, and pickleball apparel, including clothing, shoes, hats, visors, accessories, and seasonal styles.
Summer foot traffic created a healthy local business, but winter seasonality made revenue less predictable. The online store offered a way to reach shoppers far beyond the local market and create a more consistent year-round revenue channel.
Turn a seasonal storefront into a year-round discovery and sales engine.
Mulligal already had loyal customers and a distinctive product mix. The growth opportunity was helping new shoppers find the store when they searched for specific women’s golf apparel brands, styles, and products.
Local demand slowed in winter
The physical store performed best during active golf months, making a stronger online channel important for creating steadier annual revenue.
Brand searches lacked destinations
Shoppers often search by apparel label. Without dedicated brand pages, the store missed people already close to browsing or buying.
The owner needed practical support
Website updates, search work, and marketing decisions competed with the daily demands of operating and growing the retail business.
Build landing pages around how shoppers actually search.
Many customers begin with a brand name instead of a broad category like “women’s golf clothes.” Cadence expanded the site with useful, indexable brand pages that gave shoppers and search engines a clear destination for each important apparel label.
- Identify brands with meaningful commercial search demand.
- Create dedicated, useful landing pages for priority labels.
- Connect each page to relevant products and collections.
- Improve copy, metadata, headings, and internal links.
- Keep the pages useful even as seasonal inventory changes.
Make consistent improvements that compound instead of rebuilding everything at once.
The strategy focused on the highest-value commercial gaps first, then steadily strengthened the store through page optimization, technical SEO, authority, local visibility, and practical business support.
Brand Landing Pages
Create search-friendly destinations for the apparel labels shoppers actively look for and connect those pages to available products.
Collections + Core Pages
Improve page structure, content, metadata, relevance, internal paths, and browsing clarity across the ecommerce experience.
Technical Health
Address crawling, metadata, indexation, and ongoing site-health needs that support dependable organic discovery.
Authority + Local Presence
Support growth through local citations, relevant backlinks, press releases, and signals that strengthen the expanding retail brand.
Give the owner a trusted team for day-to-day marketing decisions.
Retail owners receive a constant stream of pitches promising the next big channel, platform, or shortcut. Part of the engagement was helping Mulligal evaluate those opportunities without wasting time or budget.
The goal was straightforward guidance: what deserves attention, what can wait, and what probably does not make sense for the business at all.
The online store became a meaningful part of the company’s continued growth.
The original goal was modest: create enough ecommerce revenue to support the business through slower seasons. Two years later, online sales were still climbing as organic search, brand visibility, and Google Shopping helped more shoppers discover the store.
Two-year online revenue growth
May 2026 online revenue was 194% higher than May 2024, pushing ecommerce well beyond its original role as seasonal support.
Strong year-over-year gains
May 2026 revenue increased 180% over May 2025, while a recent 30-day period showed 44% growth in gross online product sales.
Qualified brand-search visibility
Dedicated brand pages earned first-page and top-three positions for several valuable searches tied to women’s golf apparel labels.
Practical ecommerce work, applied consistently over time.
The result was not driven by one dramatic redesign or short-term tactic. It came from finding the commercial gaps, building useful destinations, strengthening the store, and making better marketing decisions month after month.
Find the commercial gaps
Review site structure, collections, brand demand, technical health, and the customer journey.
Build brand destinations
Create dedicated pages for high-intent labels and connect them with relevant products.
Improve the foundation
Optimize core ecommerce pages, metadata, crawling, internal paths, citations, and authority.
Compound the gains
Keep refining pages, supporting business decisions, and expanding qualified visibility.
Build ecommerce visibility around how customers discover and buy.
The Mulligal growth story connected ecommerce search strategy, keyword research, on-page improvements, technical health, local authority, and ongoing strategic support.
Where are shoppers still failing to discover your store?
Ecommerce growth often hides in the gaps between products, collections, search demand, technical health, and the customer journey. The first job is figuring out which gaps deserve attention first.