MLK The Label

About The MLK Label

The MLK Label is a fast-growing Australian online store that specializes in baby products — including swaddles, blankets, dummies, baby bags, and breastfeeding accessories. Known for its quality and thoughtful product range, the brand initially served only Australian customers. With a desire to expand and compete in the broader digital marketplace, The MLK Label engaged Metrix to overhaul its website and improve online visibility.

Challenges

Although the brand had a strong product offering, it faced several digital obstacles. Key challenges included:

• Outdated Website Design – The previous site lacked modern appeal, had limited customization options, and did not reflect the brand’s warmth or premium tone.

• Poor Search Visibility – The site was not ranking for high-intent keywords, limiting its organic traffic and ability to scale nationally or internationally.

• Underdeveloped Brand Identity – Visual consistency, marketing assets, and copy lacked cohesion, making it harder to establish credibility with new audiences.

Approach

Metrix implemented a full-scope strategy focused on aesthetic improvements, conversion-driven functionality, and enhanced search engine performance — all while preserving the brand’s simplicity and maternal tone.

Strategy & Execution

We executed the digital transformation through a cross-functional approach:

• Website Redesign – Revamped templates, themes, and user interface using a clean layout and soft color palette aligned with the baby product space.

• SEO Implementation – Conducted a full keyword audit, implemented on-page and off-page SEO practices, and optimized product/category pages for search engines.

• Brand Refinement – Created new branded graphics, updated product visuals, and restructured messaging to better reflect the trust and care the brand represents.

• Technical Enhancements – Improved load speeds, mobile responsiveness, and navigational flow to support user experience and conversion rates.

• Marketing Support – Supported the relaunch with email templates, social visuals, and metadata strategies to support broader campaigns.

Outcomes

The new website and SEO strategies helped The MLK Label attract a wider audience, improve customer experience, and stand out in a highly competitive niche. The company experienced significant growth in organic traffic, higher engagement, and a noticeable uplift in sales.

Key Results

47

%

Increase in organic website traffic within 60 days

34

%

Growth in product page engagement and conversions

3

x

Increase in keyword rankings across baby care categories