Transforming a product-focused digital presence into a connected consumer ecosystem built around discovery, education and growth.
THE CHALLENGE
BEYOND PRODUCTS
Consumers weren’t simply looking for plumbing products—they were trying to solve problems.
The digital experience needed to make Danco a destination for DIY repair and renovation while improving product discovery, consumer education, SEO and connections to national retail partners.
THE STRATEGY
BECOME THE SOURCE
Positioned Danco’s digital ecosystem to become “THE SOURCE” for plumbing repair, renovation, remodeling and home maintenance.
The strategy connected SEO, educational content, video, social media, responsive web experiences, product pages, retailer partnerships and interactive PartFinder tools around one goal: help consumers find the right solution faster.
THE GROWTH
212% TRAFFIC GROWTH
Led integrated digital campaigns that increased website traffic 212% in six months, combining SEO, content strategy, digital partnerships and product-discovery experiences to bring more consumers into the Danco ecosystem.
Rather than treating web, social, content and ecommerce as separate channels, the strategy connected them around the consumer journey, using educational content to attract audiences and digital tools to move them toward product discovery and purchase.
THE EXPERIENCE
SOLVE, THEN SHOP
The digital journey was designed around how DIY consumers actually approach a repair:
Problem → Learn → Find → Solve → Shop
Installation became the site’s most visited destination, while category navigation and PartFinder experiences ranked among the top pages—reinforcing the value of education and utility in driving product discovery.
THE AUDIENCE
REACHING NEW DIYERS
The strategy attracted a predominantly new audience, with 88% of website visitors identified as new consumers.
Mobile usage reached 49%, while audience demographics showed growing engagement among younger DIY consumers—creating additional opportunities for how-to video, installation content and interactive product-finding experiences.
THE RESULTS
GROWTH + ENGAGEMENT
212%
Website Traffic Growth
2M
Annual Page Views
+19%
YoY Page View Growth
+348K
Additional Page Views
45.7K
Avg. Monthly Visitors
6.03
Pages Per User
INNOVATION
SMARTER DISCOVERY
Digital growth also created the foundation for AI-powered product discovery.
During the first year after launch, the new AI Part Finder drove +39% users, +44% sessions and +49% pageviews YoY, while achieving a 9.1% Shop Now conversion rate compared with 6.3% for the existing PartFinder, approximately a 44% higher conversion rate.
CLOSING
Built a connected digital ecosystem that turned consumer problems into opportunities for education, discovery and growth, driving 212% traffic growth while creating stronger pathways from content to commerce.