IceLab is a Ukrainian dry ice manufacturer with its own facilities in Kyiv and Lviv. We built an online store serving both retail and wholesale customers that takes its audience from Google: 329 clicks and 5,410 impressions in six weeks at a 6.1% CTR. The traffic is not the point — organic converts into enquiries fourteen times better than paid search.
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The site-wide average position is 8.3, which is what a domain starting from zero looks like: most of the 239 queries still sit on page two. Where buying intent is explicit, the picture changes. On "dry ice buy Kharkiv" the site holds position 2.0 and takes 31.2% of the clicks — one in three people who see it. On "dry ice buy Dnipro" it is at 1.4. Neither city has a warehouse: all that works there is the page.
Search Console, 16.07–28.08.2026: 329 clicks, 5,410 impressions, 6.1% CTR and an average position of 8.3 across 239 queries. The query breakdown is where it gets interesting. "Dry ice buy Kharkiv" sits at position 2.0 with a 31.2% CTR — one in three people who see the site in results opens it. "Dry ice buy Dnipro" is at 1.4. There is no warehouse in either city: all that works there is the page copy, a local FAQ and Service markup.
Dry ice serves very different jobs: food cooling, logistics, medicine, restaurants, special effects and industrial cleaning. A private buyer, a restaurant, a lab and a large production facility have different needs and order volumes. Every user had to quickly find the right product format, understand the difference between granules, see the current price and proceed to an order - while the site showcased the company’s production capacity and stayed comfortable on a phone.
We built an online store that combines product sales, a production showcase and SEO. On the homepage the user immediately sees the core IceLab offer, available ice formats, the starting price and two scenarios: a quick order or a jump into the catalogue.
We did not overload the first screen with technical details: the site first helps choose the right direction, then shows specific products, packaging and specs. Cards immediately show availability, granule size, weight, price and an add-to-cart button - no need to message a manager just to learn the basic terms.
For wholesale clients we created a dedicated landing page with volume-based pricing, regular supply terms, logistics and the advantages of working directly with the manufacturer. Large recurring supplies no longer mix with ordinary retail orders, forming a separate funnel for higher-value B2B enquiries.
The design is built around the product itself: cold, ice, vapour and industrial production. The light first screen feels like frosty air, deep blue blocks add contrast, and large accent headings, gradients, dry ice photography and translucent cards form the recognizable IceLab style. The visuals carry the character of the product while keeping prices, specs and order buttons the primary elements of every page.
Ten city pages instead of one "Delivery" page. Each city gets its own scenario rather than reshuffled words: Kryvyi Rih covers industrial cleaning and 3 mm pellets, Vinnytsia food logistics and HoReCa, Ivano-Frankivsk the hotels and weddings of the Carpathian foothills. The rule was strict: at least 60% unique copy, three of its own questions in a local FAQ, a different H1 angle, no more than four to six new cities per release. The result: 128 search entries in 30 days, 42% of everything that lands anywhere but the home page.
The headline number is not the traffic but what happens to it. Over 30 days, 63 of 1,156 sessions ended in an enquiry — a messenger message, a call or a form. That is 5.4%. The channel split is where it matters: organic produced 41 enquiries from 495 sessions, or 8.3%, while paid search produced three from 530, or 0.57%. The traffic we built converts fourteen times better than the traffic the client buys. Organic visitors also behave differently: 4.16 pages a visit against 2.50 site-wide, 80% scroll depth against 50%, 7.9% quick backs against 21.5%. The economics work without our numbers: divide your monthly ad budget by three and that is what one enquiry cost on this project. The same 495 organic sessions produced forty-one.
«In the first month after launch — 30+ enquiries from Google and a large B2B contract. The client found us in search on their own, we signed the deal and have already made the first shipment. It was the site's SEO structure that delivered, not ads.»
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