Key performance figures
Overview
Wortley Brothers, a family-run manufacturer of bespoke, made-to-measure wooden gates and heavy-duty timber garage doors, approached us to design, develop and launch a refreshed website and build sustainable organic visibility in a seasonal product market.
Pain points
With organic performance on a gradual decline, the PPC was being used to generate the bulk of its website visitors with no plan in place for addressing SEO. And with the site structure in need of improvement to target the way potential customers were actually searching for different types of gates, there was plenty of opportunity for future growth.
Our approach
Our website and ongoing SEO strategy had three key goals: present the product range in a clearer structure informed by search data; create dedicated landing pages for distinct product and location searches; and strengthen internal links so that related category, product, location and support content could be discovered and understood.
The results
As the standout priority, our focus on appearing for searches around double wooden gates has gained significant traction.
Alongside ranking in position 1 for the search term ‘double gates’ in the UK, with a 720 monthly search volume, the double gates category is visible across a cluster of 56 closely related commercial searches, including:
• Wooden double gates (320) – position 1
• Double drive gates (260) – position 1
• Wooden driveway double gates (210) – position 1
• Driveway double gates (260) – position 2
The launch of the new website has also seen average engagement time per active user increase from 53 seconds to 3 minutes 11 seconds (254.39%).
As well as driving organic traffic to key product categories, our future strategy also includes targeting audiences by location and those searching more granularly, by size, use and style of gate.
