How Everlywell.com reached over 300,000 / mo traffic

Welcome to The Weekly Click by Adogy! Each week, we analyze real-world websites to uncover valuable SEO insights. Our goal is to help readers learn from real-world successes and opportunities, offering actionable tips to boost organic search traffic.

As a mom of three boys, convenience isn’t just nice to have—it’s essential. Between school drop-offs, soccer practice, and trying to keep up with everything else life throws our way, anything that saves me time (and a trip to the doctor’s office) gets a gold star in my book. That’s why I love Everlywell.

Everlywell is a health and wellness brand that offers at-home lab testing kits—everything from food sensitivity tests to hormone panels. You order online, collect your sample from the comfort of your home, and send it off in the prepaid package. A few days later, your results are ready to view online with clear, easy-to-understand insights. It’s like having a mini-lab and a health guide in your kitchen drawer.

In this week’s newsletter, I’m breaking down how Everlywell has not only built a brand that’s earned a place in my home but also an SEO strategy that’s crushing it online.

The brand has been around since 2015, with its domain registered that same year. They've built an impressive backlink profile with high-authority sites like NYTimes, TheGuardian, CNN, Bloomberg, and more.

At-home health testing has grown significantly, with patients increasingly opting to get tests done independently without a doctor's order. This trend gained substantial momentum during the COVID-19 pandemic when healthcare delivery needed to adapt to lockdowns.

The global home care testing market is booming - estimated at $10.52 billion in 2024 and projected to grow at a CAGR of 9.36% from 2025 to 2030. This growth is driven by rising chronic disease prevalence, growing demand for point-of-care testing, an aging population, and technological advancements.

In this week's analysis, I’m analyzing this leader in the at-home health testing market. The site receives approximately 339K monthly organic traffic, according to Ahrefs data.

Here’s what I cover in this report:

• Website overview

• Major highlights

• Competitor overview

• Easy wins to increase revenue and/or traffic

• Actionable takeaways you can apply

Let’s get into it.

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Website Overview & First Thoughts

According to Ahrefs data, Everlywell.com currently receives approximately 339K monthly organic traffic and ranks for 210K keywords. They have built a strong backlink profile with 4.6K referring domains and 29.2K backlinks.

The domain was registered in 2015, the same year the company was founded. Since then, they've become one of the leading players in the at-home health testing market.

Their website has a modern, tech-focused design that clearly emphasizes calls to action for various use cases and action steps. The site features an "as featured in" banner that helps build credibility with visitors, showcasing their media coverage in major publications.

Highlights

Everlywell.com has several notable features that contribute to its success:

1. Clear value proposition - The homepage immediately communicates their core offering: "Tests to help you find answers, support to help you feel better, and a plan to move forward."

2. Simple navigation - Users can easily browse products by category (Women's Health, Men's Health, General Wellness, etc.) or click on the prominently displayed "Shop all products" button.

3. Trust signals - They prominently display their media features and emphasize their lab certifications and medical review process.

4. Mobile app integration - They've developed a companion app that enhances the user experience by allowing customers to register tests, receive reminders, track results, and more.

Their blog uses actual faces and personal user reviews, creating authenticity that resonates with their target audience who values personal stories.

Why is this site winning?

Everlywell is winning in the at-home testing space for several key reasons:

1. First-mover advantage - As one of the pioneers in direct-to-consumer lab testing since 2015, they've built brand recognition and trust over time.

2. Wide product range - They offer over 30 different at-home tests covering various health categories, providing a comprehensive solution for consumers.

3. Retail partnerships - Their products are available not just online but also at major retailers like Target, CVS, Walmart, and Walgreens, expanding their reach.

4. Telehealth integration - They've expanded beyond just testing to include virtual care options, creating a more complete healthcare solution.

5. Strong media presence - Their Shark Tank appearance in 2017 and subsequent media coverage have boosted their visibility and credibility.

Top 3 competitors

• LetsGetChecked - A major competitor offering a wide range of at-home testing services including sexual health, wellness panels, and diagnostic tests. They have partnerships with CVS and Garmin Health, and operate their own lab in California.

• Modern Fertility - Primarily focused on women's fertility testing, they offer a specialized approach compared to Everlywell's broader test offerings. Founded in 2017, they allow customers to visit Quest Diagnostics labs if they prefer not to collect blood samples at home.

• 23andMe - Although more focused on genetic testing, they've expanded into health-related testing with their "Health + Ancestry Service" that provides over 150 personalized health reports. They've sold more than 12 million units of their at-home DNA kits.

4 Easy Ways to Improve This Site

• Idea 1: Optimize Website Speed and Mobile Experience

• Idea 2: Enhance Product Navigation and Categorization

• Idea 3: Implement Strategic A/B Testing for Key Pages

• Idea 4: Leverage Social Proof and Customer Testimonials

Idea 1: Optimize Website Speed and Mobile Experience

Google has incorporated page speed as a ranking factor for mobile searches since 2018, and research shows that abandonment rates for navigations from Google Search decreased by 20% due to site speed improvements. For Everlywell, implementing speed optimization techniques would be particularly beneficial since many users are likely researching health issues on mobile devices.

Specific improvements should include:

• Image compression and lazy loading throughout the product catalog

• Reducing JavaScript execution time on key pages

• Adding progress indicators during checkout to reduce perceived wait time

• Implementing Accelerated Mobile Pages (AMP) for content pages

Idea 2: Enhance Product Navigation and Categorization

Everlywell's current navigation categorizes tests by type (Women's Health, Men's Health, etc.), but many consumers may not know which test they need based on categories alone. Research shows that 18% of users abandon orders due to complex navigation and checkout processes.

Recommended improvements include:

• Creating symptom-based navigation (e.g., "Feeling tired?" "Digestive issues?")

• Adding a guided product finder quiz on the homepage

• Implementing breadcrumb navigation for easier site exploration

• Adding comparison tables for similar tests (Food Sensitivity vs. Food Allergy)

Idea 3: Implement Strategic A/B Testing for Key Pages

Everlywell has multiple opportunities to test different page elements to optimize conversion rates. The value of testing comes from learning about customer preferences, even when experiments don't produce winning results.

Key testing opportunities include:

• Different product page layouts (benefits vs. medical specifications first)

• Various calls-to-action ("Buy Now" vs. "Take Control of Your Health")

• Simplified vs. detailed product descriptions

• Different testimonial placements on product pages

Idea 4: Leverage Social Proof and Customer Testimonials

Customer reviews indicate that users appreciate Everlywell's professional packaging, clear instructions, and quick results. However, the site could better leverage these positive experiences to build trust with new visitors.

Recommended improvements:

• Adding more specific testimonials focusing on ease of use and fast results

• Showcasing medical endorsements more prominently

• Creating a dedicated social media testimonial on each product page

• Adding trust badges and certifications throughout the purchase journey

Takeaways for your website

• Mobile optimization is critical for health-related websites, as many users research symptoms and options on their phones.

• Consider adding symptom or problem-based navigation to your e-commerce site rather than just category-based organization.

• Implement a systematic A/B testing program focused on learning about customer preferences, not just increasing conversions.

• For products that require consumer trust (like health tests), prominently feature specific testimonials that address common concerns.

• If you offer products with different pricing tiers, create clear comparison tables to help customers understand the differences.

• Consider developing a mobile app that enhances your product experience if your offerings involve an ongoing process or multiple steps.

What do you think about these strategies? Have you implemented any of them on your site? Comment below and share your thoughts!

The information and views expressed in this newsletter are based on independent research conducted by the Adogy team. To ask how you can have your website featured on the weekly click, email [email protected].

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