Ergovanta

The brief

Ergovanta sells lighting, ergonomics and desk pieces for workspaces. The catalog serves the person setting up a spare room, the office manager fitting out a floor, and the school buying for a classroom. Those are three different budgets, three different decisions, and three different amounts of patience.

The brand needed a store that made each of those buyers feel like the site was built for them, without splitting into three sites.

What we built

• Two front doors from the first screen. Shop for You and For Businesses split the traffic before anyone has to guess which part of the catalog is theirs.
• A shoppable look, not just a grid. Rooms are photographed as rooms, so people can buy the arrangement rather than hunting part numbers.
• Content that earns the search. Guides and insights that answer what people actually type before they buy a desk lamp or a chair.
• The commerce plumbing. Checkout, order tracking, email capture and a rewards program, wired up and working.

Grown without ad spend

Ergovanta has not run paid advertising. No Google Ads, no Meta campaigns, no influencer budget. The visitors and the orders have come from being found, which is the part of our work that does the heavy lifting here.

Being found is really three jobs, and they are not the same job. The industry has an acronym for each, so here they are in plain words:

• Search, or SEO. Being the result Google shows when somebody types "desk lamp for a home office" or "height adjustable desk for a classroom". That means product pages, guides and a site structure Google can actually read, and content that answers what people type rather than what we wish they typed.
• Answers, or AEO. Google now answers a lot of questions on the results page instead of sending the click on. This is writing and structuring your content so that when it lifts an answer, it lifts yours, with your name attached.
• AI assistants, or GEO. When somebody asks ChatGPT, Claude or Gemini to recommend a desk setup, those assistants build the answer from sources they trust. This is making sure the brand is in those sources, saying the same correct thing everywhere, so it is one of the names that comes back.

These are the same three jobs we do for every client, on every plan. On Ergovanta they are doing it with nothing behind them.

What changed

Ergovanta now has a storefront that reads as a brand rather than a catalog, and a structure that lets the business sell to a household and a facilities manager on the same day without either feeling like an afterthought.