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Iakoe x Sheep Inc

Case study


Sheep Inc is the world’s first carbon-negative fashion brand, producing hand-finished merino wool clothing. The label works with sustainable suppliers, such as sheep stations who use regenerative farming methods & an Italian yarn mill that runs on renewable energy. Sheep Inc engaged us to redesign the website structure to improve how it performs in search engines & optimize the user experience to improve conversion rate. Here’s a breakdown of some of the tactics that we deployed…

Scope of Work
  • User experience design
  • Search engine optimization
Live Site
Sheepinc main Sheepinc main

Intuitive navigation for genderless garments

Most of Sheep Inc’s designs are gender-neutral, timeless staples. To offer an intuitive, uncomplicated shopping experience, we needed to craft the site’s navigation to be sure shoppers can find exactly what they’re looking for. Visitors can browse by gender, category, or collection, & gender-neutral designs are front & centre on the homepage.


Rethinking the taxonomy structure

The legacy website hadn’t considered building unique landing pages to target style & color specific keywords across the range which was limiting the brand’s organic search traffic driving potential. We conducted keyword research & optimized the copy for all relevant collections whilst redeveloping the taxonomy structure to ensure that search engines could crawl these pages & that the domain’s authority was distributed to them, driving an uplift in their organic search visibility for these commercial intent terms.


A clean, high conversion shopping experience

We implemented content hubs onsite to improve UX by serving content that was easy for both users & search engines to find. We also connected hub pages & subpages using relevant internal links to help build semantic relationships between the content to boost topical authority.


Calling our resonating value points

Shopper’s need to quickly understand a brand’s value proposition at a product level & why it is superior to other options they’re considering. We redesigned the PDP to call out the resonating value points via icons below the add to cart button. This included a lifetime repair guarantee, machine washable & a fully traceable provenance.



YoY Organic Revenue


YoY Organic Traffic


YoY Organic Conversion Rate

The iakoe team are nothing short of outstanding. They're incredibly knowledgeable about all things SEO & digital, clear in their communication, & excellent project managers. It's rare to see an agency so invested in its clients' business.
Edzard van de Wyck
Edzard van de Wyck