Growth doesn’t come from doing more.
It comes from doing what matters most, the few high-impact changes that unlock momentum in 30 days.

Recently, we audited Free Soul, a fast-growing wellness brand with strong UK traction and a loyal community.
Their products resonate. Their marketing is consistent.
But like many DTC brands scaling globally, some friction in the buying journey quietly limits growth.

This wasn’t a client engagement, just a teardown we ran using our Growth Intensive framework to see where clarity and focus could create outsized impact.

Here’s what we found and what other brands can learn from it.

1. Make It Easy for International Customers to Buy

What we saw
Around 75% of Free Soul’s traffic came from the UK. US and EU visitors bounced, not because the product wasn’t relevant, but because the buying experience wasn’t built for them.

• Pricing appeared in pounds

• Delivery info was vague

• Duties weren’t explained

For international shoppers, that uncertainty kills conversion.

How to fix it

• Auto-detect and display local currency throughout checkout.

• Add a simple “How it works internationally” page covering shipping, duties and delivery times.

• Surface reassurance content (e.g. “Tracked delivery from the UK”) above the fold.

Why it matters
Transparent delivery info and localised pricing can lift international conversion by 10–20% (Emplicit, WGentech & Linguise, 2025). Clarity builds trust faster than any discount ever will.

2. Win the Searches That Drive Real Intent

What we saw
Only ~21% of traffic came from organic search. Most visits came via recipe and affiliate sites, great visibility, but borrowed audiences. Free Soul was relying on other people’s content instead of building discoverability through intent-led search.

How to fix it

• Create content that helps customers decide: “What’s the best protein for women?” “How can I improve gut health naturally?”

• Add FAQ and star-rating schema to boost visibility.

• Link guides, recipes and product pages to strengthen SEO.

Why it matters
Brands that shift from generic to problem-led content earn higher-intent traffic that converts faster.
When your content educates before it sells, buyers arrive confident and ready.

3. Shift from Discounts to Genuine Retention

What we saw
Free Soul relied heavily on voucher sites like StudentBeans and HotUKDeals for first-time orders.
Great for acquisition, not for loyalty. When customers buy for price, they’ll leave for price.

How to fix it

• Send paid traffic to education-led or subscription landing pages with how-it-works content and guarantees.

• Use post-purchase flows to nurture second-order confidence.

• Track which codes drive incremental, not just new, sales.

Why it matters
Sustainable growth doesn’t come from discounts.
It comes from belief, helping customers trust the product and giving them a reason to stay.

Growth doesn’t start with speed.

It starts with clarity, the discipline to fix what matters first.
Find the friction. Remove it. Measure the change.

That’s exactly what our Growth Intensive is built for, a focused sprint that uncovers the blockers slowing progress and turns them into measurable wins.

→ See how our Growth Intensive Sprint works
→ Book a Free Consultation to refocus your roadmap.