Client: A.M. Leonard | Industry: Online Retailer (Horticultural Tools & Supplies) | Wheelhouse Client Since: 2014

The Mission

Improve poor organic search performance and reset SEO strategy for a 100+ year old supplier of high-quality horticultural tools and supplies.

The Road Map

  • Restructure, expand, and optimize site architecture and content
  • Target striking distance keyword optimizations on high-value categories
  • Implement technical site improvements, including responsive design enhancements and site speed optimizations

The Results

  • Achieved 188% lift in organic sessions for category pages and 84% increase in organic revenue between 2015 and 2016.
  • Grew website revenue by 71% since beginning of engagement.



“When you have high-quality products and brand loyalty like A.M. Leonard, it makes our job simple: structure the site and content to better meet the needs of users, then sit back and watch it pay off year after year. After a heavy initial push and strong year-over-year growth, we’ve been able to focus on meaningful, revenue-driving optimizations at a tactical level. It’s been fun work—and rewarding for both of us!” — Scott Merilatt, Associate Director of Digital Services, Wheelhouse DMG

Interested in Partnering with Wheelhouse?

We work with organizations who help us facilitate our twin mission: to be the best place to work and the best partner for out clients. Our client partners typically:

  • See us as a strategic partner, not just a vendor
  • Commincate cleatly but kindly, especially under pressure
  • Look out for us, just like we'll look out for them

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