Rocketspark
Rocket-powered performance: Gaining 229% uplift in organic traffic for an underperforming webpage
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Rocketspark is a New Zealand website builder for small service businesses and organisations. Their sweet spot is graphic designers, professional services, trades, and boutique eCommerce . They help people who want a website that looks good without needing an agency to run it. Atlas Digital’s organic team started working with Rocketspark on SEO in May 2025.
Rocketspark is competing against other well-known drag and drop website builders like Squarespace, Wix, WordPress and GoDaddy. Retaining their competitive positioning as a New Zealand made website builder and domain name provider meant they needed to increase their investment in obtaining organic traffic. That’s where Atlas Digital came in.
Rocketspark's paid search activity was earning its keep but we identified a significant untapped opportunity from their domain names page. While their domain names service offering was a core part of their business, it wasn't earning its keep in traffic from organic search.
Roughly two-thirds of all trackable organic clicks to Rocketspark's site in New Zealand were coming from people who already knew the brand. Leads were typing "Rocketspark" straight into Google. We knew they were missing out on a meaningful portion of non-brand search from people looking for a website builder or domain name service but had never heard of Rocketspark.
Our research identified the domain names page itself was the clearest example of the problem. It leaned on paid media to get traffic rather than earning it organically. And when it did show up in search results, the click-through rates were well below expectations. Even though impressions were arriving at the site, clicks weren't following.
Our organic team started with foundational research aiming to understand what people were actually searching for. The organic optimisation process was grounded in tried and tested SEO principles.
We quickly established a view of their target customers, such as small businesses and the designers/agencies who build for them, spanning verticals like trades, hospitality, tourism, retail/ecommerce, education, and professional services.
We discovered how much prospective customers valued NZ-based hosting, support in NZ business hours, and NZD billing, which were repeatedly cited as the deciding factor for Kiwi small businesses over Wix/Squarespace. Our content strategy drove topical authority, emphasising simplicity over flexibility which we saw most often described as appealing to owners who want something stable and easy to maintain without needing to make hundreds of design decisions, particularly service providers, trades, and boutique accommodation businesses.
Nothing flashy here. Just the fundamentals, done properly, aimed squarely at the page that needed the most attention.
Comparing the same three months year-on-year, organic clicks to the domain names page are up more than 229%, impressions up over a third, and click-through rate up close to 147% . The page's average ranking position has improved by roughly 19% and branded domain search visibility is up nearly 700%.
Across all domain names-related pages combined, clicks were up 207%, impressions up 40%, and CTR up 116%.
The most telling number, though, is what happened to branded search on that page. Branded domain queries went up drastically, with impressions up 689%. Rocketspark isn't just ranking better but people are starting to search for Rocketspark by name specifically for domains, which is a different kind of win. That's brand equity being built through organic search, not spent on it.
Non-branded queries, that is, the ones that matter most for bringing in people who've never heard of Rocketspark were up 191% in clicks and 15% in impressions.
Alongside product and pricing changes on the page and a scaled-up paid campaign, Atlas's SEO work turned the domain names page from a paid-dependent landing page into one that earns its own traffic. The synergy between Atlas’ organic team and paid team processes resulted in more than the sum of its parts.
Rocketspark’s domain offering is a bundled convenience play for prospective buyers, aimed at reducing friction and multi-vendor hassle for small businesses committing to a full-service website builder.
By investing in driving organic traffic to their domain names page, Rocketspark carved out a chance to cross-sell to customers searching for domain name providers. By bundling domain + hosting + email, they attracted a stickier customer than one who would otherwise juggle a domain provider separately from their website builder.
In addition to a raft of marketing investments alongside the digital optimisation, the combined investment in organic and paid optimisation has led to a sustained ROI on their SEO-optimised domain names page. Overall, this approach has meant Rocketspark remains competitive even up against some of the world’s largest website builders and domain providers.
