Borah Teamwear
How Borah Teamwear hit 19 first page keyword rankings and 3x more conversions
They were paying an agency retainer and not seeing results. A new website, a real SEO strategy, and the right partner changed everything.
First page rankings
across their core categories
More conversions
for custom team orders
Performance score
in PageSpeed Insights
About
Borah Teamwear is a leading custom team apparel company based in Coon Valley, Wisconsin. Founded in 1997, Borah designs and manufactures high-performance custom cycling, Nordic, alpine ski, triathlon, and running apparel for clubs, teams, events, and individual athletes across the country. Every piece is made in-house at their solar-powered Wisconsin facility, backed by a lifetime warranty.
Borah operates two distinct product lines. Their core business is fully custom team apparel where customers submit a design request, a dedicated customer service rep guides them through product selection, and an in-house graphic designer creates custom mockups for approval before production. Alongside that, Borah One is their on-demand retail line, offering individually styled jerseys and kits in multiple colorways, made to order and shipped within a week. Borah One lives within the same custom WordPress site, powered by WooCommerce.
The Problem
Borah came to Web by Wyatt in 2019 paying a monthly agency retainer without seeing a return. Their previous agency was focused on paid advertising rather than organic performance, and the website itself had deeper problems that ads couldn't fix.
The site was built on a bloated, hard-to-maintain theme with poor coding practices that made updates difficult and introduced security vulnerabilities. Page speed was suffering, Google rankings were declining, and there was no real SEO foundation in place. The site also wasn't properly optimized for mobile.
Borah needed a partner who would invest in fixing the foundation, not just drive traffic to a broken experience.
The Challenge
The numbers told a clear story. Roughly 50% of visitors were leaving when they landed on the homepage. Of those who started a design request, 55% abandoned it before finishing. Only 3.5% of all users who reached the design request form actually completed it.
The "Start Your Free Design" call to action had drifted from a lead capture tool into a catch-all customer service button, pulling in low-quality inquiries instead of qualified buyers. The customer flow was confusing enough that visitors were leaving to find a competitor rather than pushing through to submit a request.
The challenge wasn't just a slow website. It was a broken path from visitor to customer, compounded by a technical foundation that was getting harder to maintain with every passing month.
The Solution
Web by Wyatt rebuilt the Borah Teamwear website from the ground up with a focus on four areas: performance, SEO, customer experience, and lead quality.
The site was moved to a modern, well-structured custom WordPress theme optimized for speed, paired with a CDN, proper caching, and optimized imagery. Every page was rebuilt with a clean, mobile-responsive layout that gave Borah a professional presence on every device.
On the SEO side, keyword and competitor research was conducted across all core categories, every page was optimized using Yoast SEO Premium, sitemaps were submitted, and schema markup was corrected to give Google what it needed to rank the site properly.
The customer journey was restructured based on HotJar session recordings and Google Analytics data. Navigation was simplified, the design request flow was rebuilt to qualify leads earlier, and redundant content was cleared out. Form routing was streamlined into Zoho, WooCommerce was integrated for the Borah One retail line, and ShipStation was connected for order fulfillment and tracking.
Web by Wyatt also took over ongoing plugin, theme, and security updates, keeping the site stable and secure from day one.
"Web by Wyatt has been a long-term partner of Borah Teamwear, assisting with a wide range of critical digital needs such as WordPress web development, SEO, site optimization, IT services, troubleshooting, and more. Wyatt truly is a one-stop shop for all of our business's digital needs. We can truly say that over the past 7+ years of partnership, we have not been let down once. Wyatt consistently delivers at a high level and often goes above and beyond when deadlines must be met. Wyatt is always just an email or text away. His knowledge and expertise empower our small team to do big things, whether that means taking on entire projects or simply acting as a sounding board for ideas."
- Dan Johnson - Product Development & Brand Manager, Borah Teamwear
The Result
What started as a website rebuild in 2019 has grown into a 7-plus year partnership. Web by Wyatt continues to serve as Borah's primary digital resource, handling everything from WordPress development and SEO to IT troubleshooting, site optimization, and ongoing consultation.
The site now scores 97 out of 100 for page speed. Borah ranks #1 on Google for custom cycling kit, custom nordic race suit, and custom alpine race suit, with 19 total first-page rankings across their core categories. The Get Started form for custom team orders converts at 10%, up from 3.5% at the start of the engagement.
Details
Client: Borah Teamwear
Location: La Crosse, WI
Launched: May 2020
Industry:
Apparel
Manufacturing
eCommerce
Services:
Web Development
eCommerce
Maintenance
Consultation
Tech Stack:
Wordpress
WooCommerce
GTM / Analytics
Zoho
Shipstation
Mailchimp
Cloudflare
Live site
Proof
