JoJo - Ruby Web Solutions
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Case Study: Web Design | Web Development

JoJo

Brief & Objectives

JoJo partnered with RubyWeb to enhance their digital presence, ensuring that their website not only aligned with modern technical standards but also increased sales and revenue-generating actions. Their primary goal was to implement an intent-driven marketing strategy, attracting high-intent traffic while repositioning their branding to be more commercially results-focused.

To achieve this, RubyWeb executed a comprehensive web development strategy that focused on enhancing the technical performance, SEO visibility, and eCommerce functionality of the JoJo website.

The key areas of focus included:

  • Website Consolidation & Performance Optimisation – Migrating and merging JoJo’s two websites (jojocloud.co.za and jojo.co.za) into a single, high-performance platform.
  • Improved User Experience – Creating a clear, intuitive structure to serve both distributors and the general public, ensuring products were easily accessible.
  • SEO-Driven Enhancements – Optimising the website’s technical SEO, URL structures, and canonical tags to maximise search engine visibility.

The ultimate goal was to create a user-friendly, fast-loading, and high-converting website that catered to both direct buyers and distributors, without compromising pricing discretion or SEO rankings.

Challenges & Strategy

One of the biggest challenges was ensuring all JoJo products remained visible on the website while still differentiating between distributor products and consumer-facing products.

  • Distributor-Focused Products – Some products were exclusively listed for JoJo’s network of distributors and not available for direct purchase. These needed to remain on the site while ensuring pricing remained hidden.
  • Consumer-Focused Products – Other products were available for direct purchase by the public via the Shop section, requiring clear CTAs, transparent pricing, and seamless eCommerce functionality.
  • SEO Considerations – Managing duplicate content between the Shop section and the main Products section while ensuring Google prioritised the right URLs in search rankings.

To overcome these challenges, RubyWeb developed a clear strategy that balanced visibility, user experience, and SEO best practices.

How We helped

Through strategic web development and SEO-focused solutions, RubyWeb successfully enhanced JoJo’s digital presence, leading to improved search rankings, user experience, and conversion potential.

1. Structured Product Listings for Different Audiences
On the newly optimised JoJo website, all products were listed in the main Products section, which served distributors. To maintain pricing discretion:

  • This section excluded product prices and “Buy Now” CTAs, ensuring the distributor pricing structure remained private.
  • Products were displayed as part of JoJo’s comprehensive product catalog, making it easy for distributors to view offerings without eCommerce functionality interfering.

2. Consumer-Friendly Shop Section for Direct Purchases
For the general public, all purchasable products were duplicated and placed into a separate Shop section, which included:

  • Clear pricing details for every product.
  • Full eCommerce functionality, including “Buy Now” CTAs, easy navigation, and a streamlined checkout process.
  • Mobile-friendly design, ensuring a seamless shopping experience across devices.

3. Unique SEO-Optimised URLs for Purchasable Products
To strengthen SEO and ensure Google could distinguish between distributor products and consumer-facing products, we:

  • Created unique URLs for products available for direct purchase, differentiating them from products in the main catalog.
  • Added the word “buy” to the URLs of purchasable products (e.g., jojo.co.za/buy-water-tank), enhancing search engine ranking potential for transactional queries.

4. SEO Canonical Tags to Preserve Ranking Authority
To prevent duplicate content issues and ensure Google indexed the correct pages, we implemented canonical tags:

  • These tags signaled to search engines that the Shop section’s product pages were the primary versions for purchasable products.
  • The main Products section pages were set as secondary, ensuring SEO integrity was maintained while keeping all products visible on the site.

Results

By implementing these changes, RubyWeb successfully transformed JoJo’s website into a highly functional, SEO-optimised, and conversion-driven eCommerce platform.

The enhancements led to:

  • Faster website speed due to high-performance hosting.
  • Improved search engine rankings for high-intent commercial keywords.
  • Seamless user experience for both distributors and direct consumers.
  • Increased online sales and engagement from direct buyers.

With a structured approach to eCommerce, SEO, and performance, JoJo’s website is now optimised for success, ensuring sustained growth in the South African market.

About the client

JoJo Tanks is one of South Africa’s most recognised brands in water storage solutions, providing high-quality water tanks and water-related products across the residential, agricultural, and industrial sectors. With a long-standing reputation for durability and sustainability, JoJo is crucial in helping South Africans manage water efficiently, particularly in regions affected by water scarcity and unreliable supply.

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About RubyWeb

RubyWeb delivers customized web solutions across Africa, UK, Ireland and the USA. Our journey has refined our expertise, enabling us to meet the evolving demands of dynamic companies with innovation and reliability.

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