All Locations
32985 Hamilton Court
Suite 219
Farmington Hills
48334, Michigan, USA
Grounds Well Surf Shop
Ground Swell Surf Shop is a surf and beach lifestyle store based in Jupiter, Florida. They sell men’s, women’s, and kids’ apparel, surf gear, and accessories from popular brands. The shop also offers surf rentals and free shipping on orders over $75. Their vibe is authentic surf culture — designed by surfers, for surfers.
- Category
- Full-Service Branding, Development & SEO Growth Strategy
- Start Date
- 09 January 2024
- Client
- Grounds Well Surf Shop
- Handover
- 06 February 2024
Regular
Medium
SemiBold
Bold
This Is Text Message
Medium Typography
Just Amazing
Awesome
Branding: Logo Design
website design & development
Before:
Desktop Design Weaknesses
The old desktop view of this website looks outdated, cluttered, and unprofessional; the layout is very basic with poor use of spacing, inconsistent fonts, and small, hard-to-read text, while images are either low quality, missing, or awkwardly placed; navigation feels cramped and unstructured, the design lacks visual appeal or modern branding, and overall it fails to engage users, making it look more like an amateur blog than a trustworthy surf shop website.
After:
Desktop Design Strengths
The new desktop view is modern, clean, and highly professional, featuring a minimalistic design with plenty of white space that makes products stand out; the navigation is well-structured with clear categories, high-quality visuals create an engaging shopping experience, and calls-to-action like “Shop Now” are prominently placed and easy to interact with, making the site look trustworthy, stylish, and user-friendly while effectively showcasing the brand’s products.
Before:
Tablet View Problems
The old tablet view looks very unpolished and outdated, with a layout that doesn’t adapt well to medium-sized screens; the text is cramped and poorly aligned, images appear either low quality or broken, and the overall structure feels cluttered and unresponsive, making navigation frustrating; instead of providing a smooth browsing experience, it looks like a shrunken desktop site that fails to take advantage of tablet usability, leaving the design feeling unprofessional and hard to engage with.
After:
Hero Section Transformation – Tablet View
The new tablet view of the website is clean, modern, and highly user-friendly, with a responsive layout that adapts seamlessly to the medium screen size; large, high-quality product images and bold typography make the design visually appealing, while neatly organized navigation menus and clear calls-to-action such as “Shop Now” and “Shop All Products” ensure smooth browsing and easy product discovery, creating a professional and engaging shopping experience.
Before:
Mobile View Issues
The old mobile view of the website looks cluttered and unoptimized for small screens, with tiny text, cramped navigation links, and images that don’t resize properly, making it difficult to read or interact with; the overall layout feels outdated, lacking mobile-friendly features like clear touch targets, responsive scaling, or streamlined content, which ultimately hurts usability and creates a frustrating browsing experience for mobile users.
After:
Hero Section Transformation – Mobile View
The new mobile view of the website is sleek, clean, and highly user-friendly, with large, bold product images, minimal text, and clear call-to-action buttons that are easy to tap on smaller screens; the layout is well-structured with a grid-style design that balances visuals and information, while the hamburger menu keeps navigation simple and uncluttered, making it modern, responsive, and visually appealing for mobile users.
Before: Outdated Hero Section – Issues
Before
Desktop Design Weaknesses
The old desktop view of this website looks outdated, cluttered, and unprofessional; the layout is very basic with poor use of spacing, inconsistent fonts, and small, hard-to-read text, while images are either low quality, missing, or awkwardly placed; navigation feels cramped and unstructured, the design lacks visual appeal or modern branding, and overall it fails to engage users, making it look more like an amateur blog than a trustworthy surf shop website.
After
Desktop Design Strengths
The new desktop view is modern, clean, and highly professional, featuring a minimalistic design with plenty of white space that makes products stand out; the navigation is well-structured with clear categories, high-quality visuals create an engaging shopping experience, and calls-to-action like “Shop Now” are prominently placed and easy to interact with, making the site look trustworthy, stylish, and user-friendly while effectively showcasing the brand’s products.
Before
Tablet View Problems
The old tablet view looks very unpolished and outdated, with a layout that doesn’t adapt well to medium-sized screens; the text is cramped and poorly aligned, images appear either low quality or broken, and the overall structure feels cluttered and unresponsive, making navigation frustrating; instead of providing a smooth browsing experience, it looks like a shrunken desktop site that fails to take advantage of tablet usability, leaving the design feeling unprofessional and hard to engage with.
After
Hero Section Transformation – Tablet View
The new tablet view of the website is clean, modern, and highly user-friendly, with a responsive layout that adapts seamlessly to the medium screen size; large, high-quality product images and bold typography make the design visually appealing, while neatly organized navigation menus and clear calls-to-action such as “Shop Now” and “Shop All Products” ensure smooth browsing and easy product discovery, creating a professional and engaging shopping experience.
Before
Mobile View Issues
The old mobile view of the website looks cluttered and unoptimized for small screens, with tiny text, cramped navigation links, and images that don’t resize properly, making it difficult to read or interact with; the overall layout feels outdated, lacking mobile-friendly features like clear touch targets, responsive scaling, or streamlined content, which ultimately hurts usability and creates a frustrating browsing experience for mobile users.
After
Hero Section Transformation – Mobile View
The new mobile view of the website is sleek, clean, and highly user-friendly, with large, bold product images, minimal text, and clear call-to-action buttons that are easy to tap on smaller screens; the layout is well-structured with a grid-style design that balances visuals and information, while the hamburger menu keeps navigation simple and uncluttered, making it modern, responsive, and visually appealing for mobile users.
Core Web Vitals Before/After
Desktop
Mobile
SEO Growth Strategy
Search Performance Report (One Month After Optimization)
The website had 5.94 million impressions, 59 thousand clicks, a 1% CTR, and an average position of 14.1 a month ago. Performance demonstrated steady traffic with observable peaks, indicating strong visibility and the potential for ongoing optimization to increase click-through rates.
Three-Month Search Performance After Optimization
In the last three months, the site recorded 59K clicks and 5.94M impressions with a 1% CTR and an average position of 14.1. Traffic was steady with peaks in late July, showing strong visibility but room to boost click-through rates. Continued content optimization could help improve rankings and engagement.
Search Performance Report (Six Months After Optimization)
Data from six months ago shows the site achieved 59,000 clicks from 5.94 million impressions, maintaining a 1% click-through rate and an average position of 14.1. While traffic was stable, peaks observed in late July suggest strong performance potential and room for CTR improvement through targeted optimization.
Website Achievement – Google Search Impact
Our website’s search performance has reached a significant juncture in its development. As of April 8, 2025, we had 22,000 clicks from Google Search in just 28 days. We are making steady progress toward the next goal, which is to finish 18.6 out of 25 thousand clicks in the same amount of time. These accomplishments highlight the effectiveness of our SEO efforts and our growing online visibility.
Steady Growth in Google Search Impact
Our website has shown steady and impressive growth in search performance over time.
- On Sep 29, 2024, we achieved 15K clicks from Google Search in 28 days.
- By Oct 4, 2024, we reached 17K clicks in the same period.
- On Dec 2, 2024, we hit 20K clicks, marking a significant jump in engagement and visibility.
These milestones demonstrate that our ongoing SEO strategies are delivering results and that our audience is placing an increasing amount of trust in us.
Website Performance Summary – Last 7 Days
User activity reached 4.7K, down 3.3%, with a sharp 52.3% daily drop.
- Page Views: 6.5K (+1.1%)
- Session Starts: 5.3K (−2.2%)
- First Visits: 4.7K (−1.2%)
- User Engagement: 4.7K (+0.1%)
Top Channel: The next two options are direct traffic and paid search, followed by organic search (with 4,000 users). User retention could use some work, despite the strong organic performance.
Traffic Summary – Last 7 Days
Organic Search remains the top traffic source with 4.4K sessions (down 4.6%), while Display traffic (+2,250%) and Cross-network (+26.2%) have experienced significant increases.
Leading pages include The Effects of Taking… (3.2K views, +13.1%) and Best Over-The-Counter… (+21.9%).
The US continues to lead in users (3.3K, −2.2%), followed by the UK and Canada, while Ireland saw a 5.1% rise.
Website Performance Summary – Last 12 Months
The website recorded strong growth compared to the previous year:
- Active Users: 233K (+27.8%)
- Sessions: 266K (+22.9%)
- Page Views: 318K (+16.8%)
- Events: 1M (+22.6%)
Between October and April, traffic was at its highest. In the last 30 minutes, five individuals from Denmark, Australia, the United Kingdom, and the United States were online.
Website Performance Summary – Last 90 Days
Over the past three months, the website experienced a decline across all key metrics:
- Active Users: 57K (−7.9%)
- Sessions: 64K (−4.0%)
- Page Views: 77K (−2.8%)
- Events: 257K (−5.2%)
Traffic patterns remained pretty much the same, with a slight decline compared to the previous period. In the last 30 minutes, five individuals from Denmark, Australia, the United Kingdom, and the United States were online.
Website Performance Summary – Last 30 Days
In the past month, the website recorded:
- Active Users: 20K (+1.5%)
- Sessions: 21K (−2.7%)
- Page Views: 26K (+1.7%)
- Events: 87K (+1.3%)
Sessions went down a little, but traffic stayed the same, and users and views went up a little. In the last 30 minutes, five individuals from Denmark, Australia, the United Kingdom, and the United States were online.
Google Map
Map 3 Pack
50 Miles Radius
