Written by: A practical guide for startups launching a Shopify packaging business. The article focuses on competitor research, SEO strategy, website structure, Google and Meta Ads research, search intent, Google Search Console, and using case studies to build trust and improve visibility.
I recently had a call where I offered advice to a startup building a Shopify website in packaging. They wanted to focus on custom branding for cafes and restaurants, offering eco-friendly packaging options. It’s an exciting venture, but the packaging industry is a tough and competitive market to break into. While talking to them, I struggled to put my thoughts into words. I wanted to deliver as much value as possible, but at the same time, I didn’t want to scare them off by highlighting how tough the market is. Ultimately, I realised that the key to success lies in setting the right expectations and understanding the fundamentals of digital marketing. Here’s what I shared with them and what I recommend for anyone starting in the same space.
Starting with the Right Foundation
I first emphasised the importance of research, particularly competitor analysis. Understanding what you’re up against is crucial before you build your website or run any ads. For this, they should start by looking at the core keywords related to their niche. This could include terms like “custom branding for cups,” “eco-friendly packaging,” or even “restaurant packaging solutions.” They should Google these terms first to get a feel for the competition.
Once you’ve identified your keywords, it’s time to dive deeper. You can do this for free with tools like Google and use free browser extensions like Keywords Everywhere to get an idea of search volume. If you want more in-depth insights, tools like SEMrush or Ahrefs are fantastic, although they come with a price. Understanding the search intent behind each keyword is critical here. For example, someone searching “how to put my branding on a cup” is likely looking for information, which means you should consider writing a blog or guide. On the other hand, a search for “custom cup branding Melbourne” indicates commercial intent, meaning the person is looking for a service that requires a sales page designed to convert.
Learning from Competitors
Next, I talked about the value of competitor research. Once you’ve identified your target keywords, the next step is to look at what your competitors are doing. You can start by typing “site:[competitor’s website]” into Google to view all their pages. This will allow you to get a site map and understand how they structure their content. A tool like Screaming Frog can also help you crawl the website to get all the URLS and analyse their SEO titles, meta descriptions, and H1 headers. It’s about being inspired by what works. For example, if a competitor has a page about “recyclable paper cups,” and that’s a product you sell, you should create a similar page, optimising it for the same keywords.
When you explore these competitor pages, pay attention to what they’re doing well and note where they could improve. This is the foundation of your content strategy-building pages catering to informational and commercial search intent.
The Importance of Design and User Experience
As we discussed the website’s design, I pointed out that while having a visually appealing site is important, you don’t need to be a designer to get it right. The key is structure and flow. Don’t reinvent the wheel. Look at what works on other successful Shopify stores in your niche. Take note of the colour schemes, the layout, and the fonts. You can even use Shopify’s free Dawn theme to create a clean and professional-looking website that focuses on user experience.
It’s also important to keep things simple. Most e-commerce websites have similar layouts – a header, a hero image or video, sections showcasing product benefits, and a clear call to action. This formula works because it leads visitors through decision-making without overwhelming them with too much information. For an eco-friendly packaging business, you might want to use a strong, concise statement like “Eco-friendly packaging that helps save the planet,” paired with a strong visual.
Running Google and Facebook Ads: Learn from the Pros
Another key advice I gave was learning from your competitors’ ads. One of the easiest ways to spy on ads is using Google’s Ad Transparency Centre and the Facebook Ad Library. These tools allow you to see what ads your competitors are running. If an ad has been running for a couple of months, it’s likely performing well and driving traffic. Take inspiration from these ads when you create your own. You don’t have to copy them verbatim, but try to understand the structure, messaging, and call to action they use.
Running ads for a few months can give you valuable data about what works. I always recommend testing your campaigns, adjusting the creative, and optimising based on the results.
Setting Up for Google Search Console
Once you have your website up and running, remember to submit it to Google Search Console. This will ensure your site is indexed properly and that Google can crawl and rank your pages. Getting this set up correctly can be tricky, especially if you’re unfamiliar with DNS settings, but it’s a crucial step to ensure your site is discoverable in search engines.
If you need help with this step, you can always turn to affordable tech help on platforms like Fiverr or OnlineJobs.ph, where experts can guide you through the setup. I always recommend having them record a video tutorial so you can learn the process for the future.
Showcase Your Success with Case Studies
Finally, I recommended building case studies that show your expertise and past successes. If you’ve already worked with clients, use their experiences to tell your story. Don’t just talk about the wins – the challenges you faced and how you overcame them. Prospective clients want to hear about the real problems you solved. This builds credibility and trust. Case studies are a great way to showcase your work and help with SEO because they can target long-tail keywords related to the problems you solve.
Conclusion: The Path to Success
Starting a Shopify store in a competitive space, such as packaging, requires a clear strategy. It’s not just about having a great product or a shiny new website. It’s about understanding your market, conducting thorough competitor analysis, designing a user-friendly website, optimising your site for SEO, and running effective ads. With the right planning and tools, you can carve out a space for your business, even in a competitive industry. Stay focused, keep learning, and always seek opportunities to improve and optimise.
