Introduction
Pieces of Argentina is a boutique online store offering handcrafted jewelry, leather goods, knives, equestrian gear, alpaca shawls, mate sets, and other regional products sourced directly from Argentine artisans. Founded by Susan Wood—an American captivated by Argentine culture—the brand was inspired by a single handcrafted silver cuff gifted to her in Buenos Aires. What started as a personal connection to artistry evolved into a mission-driven business: to support craftspeople battling inflation and economic instability by bringing their work to a global market. With a bilingual and bi-cultural team led by Susan and local expert Natalia Toledo, Pieces of Argentina continues to offer products that deliver a genuine slice of the country’s soul.
Squeak Media was brought in to modernize the brand’s digital experience, improve site performance, and help increase visibility and conversions through strategic digital marketing and SEO.
Discovery and Strategy
The project began with a comprehensive discovery and strategy phase, which included:
- Keyword Research: Identifying key phrases relevant to Argentine craftsmanship, artisanal jewelry, equestrian products, and cultural goods.
- Competitor Research: Analyzing how similar niche brands positioned themselves online, including their product offerings and SEO practices.
- Gap Analysis: Auditing the existing site to identify missed opportunities for search visibility, conversion optimization, and user experience.
- Content Strategy: Laying out a roadmap for future blog content, product descriptions, and educational pieces to build traffic and support organic growth.
Design and Development
With a clear strategy in place, we moved into the design and development phase:
- Custom Homepage Mockup: Our design focused on increasing conversions while celebrating the artistry of the brand. The homepage highlighted featured collections, origin stories, and shop categories in an elegant and intuitive layout.
- Professional Copywriting: Product descriptions, category blurbs, and homepage content were crafted to balance storytelling with SEO best practices.
- Built with BricksBuilder: The website was developed using BricksBuilder, a high-performance WordPress theme that produces clean code, ensuring better speed, security, and accessibility.
- eCommerce Integration: WooCommerce was implemented to handle product catalog management, cart functionality, and a smooth checkout experience.
Hosting and Maintenance
To ensure a reliable, high-performance user experience, we provided enterprise-grade hosting and support:
- Premium Hosting Stack: The site is hosted on our enterprise servers using Vultr High Frequency compute instances and LiteSpeed technology, ensuring ultra-fast load times and robust security.
- Ongoing Maintenance: Daily backups are run both on-server and off-server for added redundancy. All themes and plugins are updated weekly to ensure compatibility and reduce risk.
SEO and Ongoing Optimization
After launch, we turned our attention to search engine optimization and site performance:
- Technical SEO Cleanup: The previous SEO agency left behind several issues that were negatively impacting search visibility. We cleaned up meta tags, corrected canonical errors, and improved schema markup.
- Onsite Optimization: Product pages were reviewed and refined for keyword alignment and internal linking structure.
- Performance Gains: The site saw an immediate increase in traffic and sales after implementation of our technical improvements and content updates.
- Ongoing SEO Campaign: We continue to execute an SEO strategy focused on long-term growth through targeted content, backlink development, and continued optimization of existing assets.
Conclusion
Pieces of Argentina now has a high-performing, beautifully designed online storefront that reflects the soul and quality of the artisan products it sells. The custom WordPress website, built on BricksBuilder and powered by WooCommerce, is fast, secure, and optimized for search and conversions. Since launch, the website has seen increased traffic and rising sales, marking a strong return on investment for the brand. Squeak Media is proud to support Susan Wood and her mission to bring authentic Argentine craftsmanship to the world—one handcrafted piece at a time.
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