Case Study: HCGDiet
Rebuilding After Collapse—Strategy, Recovery, and Reinvention
Overview
At its peak in 2012, HCGDiet.com was generating over 253,000 monthly visits and $5 million in monthly revenue. But when the FDA cracked down on HCG products, the brand was virtually erased. Traffic dropped to zero, merchant accounts were frozen, and ad platforms removed the company from visibility. From 2013–2015, the brand sat stalled.
That’s when Ballard Branding stepped in.
We weren’t brought in to “market” a successful brand—we were brought in to rebuild a company the internet had buried. Over the next several years, we helped bring it back.
Overview
At its peak in 2012, HCGDiet.com was generating over 253,000 monthly visits and $5 million in monthly revenue. But when the FDA cracked down on HCG products, the brand was virtually erased. Traffic dropped to zero, merchant accounts were frozen, and ad platforms removed the company from visibility. From 2013–2015, the brand sat stalled.
That’s when Ballard Branding stepped in.
We weren’t brought in to “market” a successful brand—we were brought in to rebuild a company the internet had buried. Over the next several years, we helped bring it back.
The Challenge
Regulatory hostility made traditional digital marketing impossible:
-
Facebook banned the account repeatedly
-
Search engines delisted content
-
Banks refused to process transactions
-
The original domain had lost authority and backlinks
Our mission: revive HCGDiet.com in one of the most restricted and controversial e-commerce sectors.
Our Approach
We rebuilt from the ground up:
Brand & Platform Restoration
-
Rebuilt the website from scratch
-
Designed new product packaging and brand assets
-
Created supporting brands and product lines to diversify risk
Search + Content Recovery
-
Reclaimed backlink profile (grew to 3,900+ quality backlinks)
-
Created SEO content targeting forums, long-tail searches, and recovery-based queries
-
Reached 1,000+ keywords in Google Top 3 and 1,300 in Top 10
Alternative Growth Strategies
-
Built a targeted social strategy outside of Facebook
-
Partnered with active forums and micro-influencers
-
Launched BOGO offers and retention-focused campaigns
Customer-Focused Initiatives
-
Launched a weekly Q&A podcast to build trust and credibility with current and potential customers
-
Published an HCG-compatible cookbook, pulling in clients from competitors who offered no support
-
Created a downloadable guide: “How to Lose 50lbs” to support long-term HCG users with realistic strategies and mindset shifts
-
Focused on building strong alignment between the phone sales team and the marketing department for consistent messaging and retention
-
Prioritized customer support and post-purchase care to increase loyalty and LTV
Product Expansion & Distribution
-
Developed additional product lines targeting users who already had HCG but needed better support
-
Created a distribution strategy that worked beyond DTC (catalogs, affiliates, partnerships)
-
Managed transactions through alternative banking partners as needed
Our Approach
We rebuilt from the ground up:
Brand & Platform Restoration
-
Rebuilt the website from scratch
-
Designed new product packaging and brand assets
-
Created supporting brands and product lines to diversify risk
Search + Content Recovery
-
Reclaimed backlink profile (grew to 3,900+ quality backlinks)
-
Created SEO content targeting forums, long-tail searches, and recovery-based queries
-
Reached 1,000+ keywords in Google Top 3 and 1,300 in Top 10
Alternative Growth Strategies
-
Built a targeted social strategy outside of Facebook
-
Partnered with active forums and micro-influencers
-
Launched BOGO offers and retention-focused campaigns
Customer-Focused Initiatives
-
Launched a weekly Q&A podcast to build trust and credibility with current and potential customers
-
Published an HCG-compatible cookbook, pulling in clients from competitors who offered no support
-
Created a downloadable guide: “How to Lose 50lbs” to support long-term HCG users with realistic strategies and mindset shifts
-
Focused on building strong alignment between the phone sales team and the marketing department for consistent messaging and retention
-
Prioritized customer support and post-purchase care to increase loyalty and LTV
Product Expansion & Distribution
-
Developed additional product lines targeting users who already had HCG but needed better support
-
Created a distribution strategy that worked beyond DTC (catalogs, affiliates, partnerships)
-
Managed transactions through alternative banking partners as needed
The Results
-
Traffic Recovery: 0 → 34,000+ monthly organic visitors
-
Revenue Rebound: Up to $2 million/month at peak recovery
-
Keyword Rankings: 1,000 in Top 3, 1,300 in Top 10
-
Backlinks: 3,900+ rebuilt
-
Social Impact: Sustained presence through workarounds despite frequent shutdowns
-
Customer Resources: Weekly podcast, cookbook, downloadable weight loss guide
-
Platform Diversification: Resilient distribution strategy across products and channels
What Made It Work
This wasn’t a normal campaign—it was creative survival. We helped HCGDiet.com fight algorithmic suppression, financial lockdowns, and regulatory pressure with smart strategy, adaptive design, and relentless execution.
We focused on customer experience—giving them tools, trust, and support their competitors never offered. The result: brand loyalty, returning users, and steady recovery.
When others gave up, we figured it out.
What Made It Work
This wasn’t a normal campaign—it was creative survival. We helped HCGDiet.com fight algorithmic suppression, financial lockdowns, and regulatory pressure with smart strategy, adaptive design, and relentless execution.
We focused on customer experience—giving them tools, trust, and support their competitors never offered. The result: brand loyalty, returning users, and steady recovery.
When others gave up, we figured it out.
Want Similar Results?
Some brands need a refresh. Others need a resurrection. Ballard Branding helped bring HCGDiet.com back from zero and build something sustainable in one of the most restricted industries online.
Need to recover, rebuild, or reinvent? Let’s talk.
Contact us to start your brand transformation.
| Metric / Initiative | Result | Strategic Value |
|---|---|---|
| Organic Traffic Recovery | 0 → 34,000+ monthly visitors | Rebuilt search presence after total delisting and suppression |
| Monthly Revenue Rebound | $0 → $2 million/month | Regained traction in a highly regulated vertical |
| Top 3 Keyword Rankings | 1,000 keywords | Dominated niche-specific, high-intent search terms |
| Top 10 Keyword Rankings | 1,300 keywords | Expanded organic footprint across the entire funnel |
| Backlinks Rebuilt | 3,900+ | Restored authority and trust post-FDA crackdown |
| Podcast Strategy | Weekly Q&A episodes | Built credibility, captured leads, and nurtured customer trust |
| Cookbook & Downloadable Guide | Used by competitor customers | Attracted neglected audiences through high-value support tools |
| Social Media Presence | Rebuilt despite bans | Showed resilience, keeping brand visible despite constant platform challenges |
| Affiliate & Product Expansion | New product lines & support items | Converted competitor customers and diversified revenue streams |
| Customer Alignment | Sales + marketing collaboration | Boosted retention, LTV, and post-purchase support effectiveness |