CASE STUDY: TREE-Z WRAP
Shining a light on an innovative solution for holiday decorating
After TreE-Z Wrap engaged True Boost Digital for a Technical SEO Audit, the findings meant there was a big decision on the horizon.
ABOUT TREE-Z WRAP
Industry: Home Goods / Lawns & Gardens
Headquarters: Raleigh, NC
Website: https://treezwrap.com/
True Boost Digital Partner Since 2025
Company Bio
With its patented design, TreE-Z Wrap helps to improve the appearance of outdoor lighting displays – with minimum effort.
TreE-Z Wrap enables homeowners to wrap string lights with perfect spacing and no nails, staples or damage to trees.
For commercial installers, TreE-Z Wrap can improve efficiency and job quality.
THE SITUATION
A desire to improve led to the identification of a key issue
In May 2025, TreE-Z Wrap engaged True Boost Digital for two specific SEO deliverables. The first deliverable was a Technical SEO Audit to identify areas for improvement relating to indexation, crawlability and other items, while the second was a series of content production items to sit in a new Resource section on the TreE-Z Wrap website.
During the course of the Technical SEO Audit, we identified a serious issue – thousands of URLs were being dynamically generated, housing duplicate or near-duplicate content. This presented numerous risks to TreE-Z Wrap’s performance in Search, such as confusion for web crawlers in deciding which versions of content to index, and URLs competing against one another.
THE STRATEGY
Fix what was broken - or build something better?
We worked with TreE-Z Wrap to decide on the best course of action to rectify this issue. The problem was rooted in interaction between WordPress plugins. TreE-Z Wrap had already considered moving away from WordPress towards a full Shopify integration, but were wary of the technical lift involved with a large site migration – particularly as the online store formed a key part of their revenue base.
Following on from the Technical SEO Audit, TreE-Z Wrap engaged True Boost Digital to manage the migration to Shopify. The scope included:
- Writing fresh copy for the redesigned version of the TreE-Z Wrap website
- Producing User Flow & Conversion Path reports to ensure successful user paths were protected in the redesign process
- Reviewing the existing URL structure and implementing 301 redirects as necessary
- Managing the hosting and CMS migration process to ensure minimal downtime
- Assisting with Google Merchant Center integration, and handling Google Analytics setup post-migration
THE RESULTS
Post-migration benefits
The migration was successfully completed with near-zero downtime. In addition, we produced several pieces of resource content to sit in the Resources section on the new TreE-Z Wrap website.
Post-migration, TreE-Z Wrap has seen several key metrics move in the right direction, including:
- 103% increase in organic sessions, year-over-year
- 33% increase in online revenue, year-over-year
- 146% increase in peak season organic traffic, comparing 2025 peak season with 2024 peak season
The key to this project’s success was making the right decisions when presented with the critical problem identified in the Technical SEO Audit. Had we continued to drill down into the WordPress issues, it is likely we would have resolved it eventually – however, the time and effort was better utilized in constructing something that TreE-Z Wrap was already considering with the move to Shopify. This has now given the business an excellent base to work from moving forward, not to mention solving a crawlability problem that could have hindered traffic growth.