JoJo is a market-leading brand in South Africa known for its water tanks and related water products. They serve domestic, agricultural, and industrial sectors. While JoJo is based in South Africa, their strategic digital transformation offers a model that businesses on the Isle of Man can learn from — particularly those aiming to unify brand presence and grow revenue online.
JoJo approached RubyWeb in search of web development solutions that would elevate their online presence and boost revenue-driving actions. Their primary goal was to implement an intent-driven digital strategy that attracted high-quality traffic while repositioning their brand with a more commercially focused, results-driven identity.
While JoJo operates in South Africa, this case study offers valuable insights for businesses in the Isle of Man looking to modernise their digital presence, streamline their platforms, and improve site performance for both public and trade audiences.
RubyWeb delivered a holistic digital marketing and development strategy. A key element of this work was the technical optimisation of their web infrastructure. Here’s how we approached it:
The project began with the consolidation of two separate websites: jojocloud.co.za, which functioned as a product store, and jojo.co.za, which served as a product catalogue. By merging both into jojo.co.za, we were able to unify the user journey and boost the e-commerce product visibility through a well-established domain.
We also transitioned the site to a high-performance hosting environment, resulting in significantly improved load times and a positive impact on Google’s ranking algorithm — a strategy that could be just as beneficial for Manx businesses seeking local and global reach.
A major challenge was meeting the needs of two distinct user groups — end customers and distributors — without compromising SEO. Some products were available for direct public purchase via the online store, while others were intended only for distributors and featured in a catalogue without pricing.
Maintaining this balance required careful UX planning, SEO structuring, and product management. For businesses on the Isle of Man, especially those in retail or B2B sectors, this case highlights how to serve different customer segments on a single, unified platform.
Clear Product Segmentation: We created a main Products section for all items (targeting distributors), excluding pricing and purchase CTAs to preserve confidentiality.
Duplicated Shop Items: Items available for public purchase were duplicated and listed separately in the Shop section to simplify access for retail customers.
Unique URLs for SEO Clarity: Purchasable products were assigned dedicated URLs with “buy” included in the slug, improving their visibility in search engine results.
Canonical Tag Implementation: To protect SEO integrity and avoid duplicate content issues, canonical tags were applied, ensuring search engines prioritised the right pages in their indexing.
Online Shop BEFORE:
Online Shop AFTER RubyWeb Optimisation
RubyWeb is a trusted web design agency based in the Isle of Man, proudly serving businesses in Douglas, Ramsey, Peel, Castletown, and surrounding areas. We specialize in custom digital solutions that combine creativity, strategy, and the latest technology to build websites that connect with your audience, inspire action, and support long-term growth.
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