Visual Comfort & Co. is a leading provider of designer lighting, recognized for its craftsmanship and design excellence across diverse customer segments, including wholesale, trade and consumer clients. Visual Comfort struggled to scale their SEO due to a manual, resource-heavy approach to category page creation. By implementing Similar.ai's NewPages.io, they were able to automate their process. The result: over $2.4M in new annual revenue, a 29x ROI, and significant time savings for their eCommerce team. This shift empowered them to respond faster to trends, improve customer experience, and grow efficiently.
Before: Challenges with Doing Things Manually
Before integrating Similar.ai's NewPages.io, Visual Comfort & Co.'s eCommerce team was stuck in a loop. Every new landing page took manual effort, with one dedicated team member creating each category by hand. It was slow, reactive, and hard to scale — and despite investing valuable time and effort, many pages underperformed. They faced several SEO challenges:
- Manual Category Creation: Building category pages manually at scale was extremely challenging and time-consuming, with a dedicated web team member responsible for manually creating each landing page.
- Limited Resources: Their small, lean team struggled to efficiently maintain manually curated landing pages, affecting both SEO performance and user experience.
- Identifying Growth Opportunities: Without sophisticated data insights, it was difficult to pinpoint the most impactful SEO opportunities to drive revenue effectively.
"Leveraging a tool like Similar.ai seemed a solid fit to drive improved ranking, optimized pages, and incremental revenue. Manually creating and managing these pages was extremely challenging."
— Jennifer Skeen, VP of eCommerce
The Solution: AI Agents that Think Like SEOs
Visual Comfort adopted Similar.ai's NewPages.io, which leverages specialized AI SEO agents to handle specific tasks in category page management:
- Page Creation: An agent combines product and search data to uncover the category pages a site misses that will grow revenue the fastest. Each identified page is precisely matched with user intent. New pages feature relevant products, topical inlinks from existing pages, and helpful content. The agent can publish the page automatically, or upon optionally review by the team.
- Internal Linking: Another SEO agent ensures all pages have topical inlinks from existing pages to maintain a strong site structure and authority.
- Continuous Optimization: The internal linking agent runs daily, while the page identification and creation agents run monthly. An additional SEO agent removes underperforming pages. Together, they ensure continuous optimization by regularly updating content, links, adding new revenue-driving pages, and culling unnecessary pages.
"The page creation agent does a very good job accurately populating pages with the right products. I rarely ever see a page where the products aren't relevant to the topic of the page."
— Sam Footlik, Visual Comfort's SEO Specialist
Fast Implementation with Flexible Support
Integration was seamless and responsive:
- Quick resolution of technical challenges.
- Agile adjustments to significant site experience changes, maintaining visual and functional consistency across the site.
- Regular feedback loops to refine page deployment strategies.
"The ability of Similar AI to quickly adapt ensures our customer experience remains seamless. This has been a standout feature."
— Jennifer Skeen, VP of eCommerce
Results
Since launching, Visual Comfort has seen significant measurable results:
- Rapid Ranking and Revenue Generation: Pages began ranking, driving traffic, and generating revenue within weeks. NewPages.io has driven $2.4 million in new annual revenue.
- High ROI: Pages created through Similar AI have achieved a cumulative ROI of 29x since launch. In May 2025 alone, ROI peaked at 74x (partially driven by Memorial Day sales).
- Productivity Gains: Previously, the team had a dedicated member manually creating landing pages. The automation of this process significantly reduced workload, allowing the team to focus on strategic tasks and broader merchandising initiatives.
- Enhanced Customer Experience: New AI-generated pages provided insightful trend data, influencing broader site merchandising and navigation improvements. For example, the "Coastal Fans" page immediately performed exceptionally well, prompting further investment in content and navigation strategies around this product segment.
"The most important benefit is that we were able to deliver seven-figure annual revenue growth with amazing ROI. Using Similar AI pages also saves significant time and allows us to quickly respond to market trends and consumer behavior."
— Jennifer Skeen, VP of eCommerce
"What surprised me most was how Similar AI identified precisely the pages that would drive the fastest revenue growth. Unlike previous tools we've used, which created many pages that didn't rank or perform well, Similar AI's SEO agents ensured we focused on the right pages—those with real demand and relevant products that delivered massive revenue quickly."
— Sam Footlik, Visual Comfort's SEO Specialist
Conclusion
By implementing Similar AI's NewPages.io, Visual Comfort transformed their approach to SEO and page creation from manual and reactive to automated and proactive.
Sam summarized, “Deploying hundreds or even thousands of pages at once and seeing them succeed is eye-opening. It’s a winning strategy at scale that competitors aren’t fully utilizing yet.”
Jennifer further highlighted the partnership’s impact: “The Similar AI platform’s ability to swiftly align with our changing site experience is invaluable. The extra analytical power and proactive insights provided by Similar AI have been essential for our lean team.”
Robin Allenson, CEO and Co-founder of Similar AI, adds, “The rapid and sustained ROI Visual Comfort experienced clearly demonstrates the power of intelligently automated SEO category creation. This implementation highlights how NewPages.io not only drives traffic but converts that traffic into significant new annual revenue.”
About Similar.ai
Similar.ai's mission is to remove monotony and tedium from SEO practices through automation. Through tools like InternalLinking.io, SiteTopic.io, NewPages.io and ContentGen.io, anyone — from SEO veterans to newbies — can optimize their site traffic and revenue while saving time.
Want to know more? Contact Similar.ai at hello@similar.ai