With over 40 years’ experience in the flooring industry, Havwoods Accessories is the No. 1 supplier of flooring accessories and machinery to the buildings trade. Popular with a broad customer base ranging from world-class architects to flooring contractors, Havwoods Accessories are experts in their field and boast an extensive product range which includes hardwood flooring seals, lacquers, oils, underlays, sanding products, mouldings, adhesives, and many others.
Havwoods approached us after a drop in traffic to their site following a website migration completed elsewhere, and needed help from experienced SEOs who could grow relevant traffic and leads to their site. This meant putting in place a technical SEO, On Page SEO, and content marketing strategy to restore the website’s health and help it grow to its full potential. They also required support with their PPC strategy, to ensure their ad budget was being spent in the right places and getting their products in front of the right people.
With a number of pages unable to be crawled by search engines like Google, we knew we had our work cut out for us. With search trends having changed and much of the content in need of an update, we also knew their site’s landing pages would require substantial work too. Better keyword targeting would also be a challenge to help Havwoods reach more relevant audiences. For Paid Search, we also needed to design a new strategy that would help support more relevant leads and improve the ROI from their ad spend.
Our SEO specialists took a deep dive into the site and analysed key metrics to identify both where existing content wasn’t ranking, as well as new opportunities to get in front of relevant audiences in both Organic and Paid search. Working closely with Havwoods Accessories, we also discussed the key commercial priorities and agreed a plan of action to prioritise those and improve relevant traffic to the site.
Ensuring all content was updated, crawled, and indexed by Google, our SEO and content marketing specialists worked together to ensure the site was able to rank competitively for all of the most relevant target keywords. This included a substantial focus on improvements to the site’s technical health, as well as the creation of new On Page copy across key landing pages to improve the user experience, brand messaging, and ‘SEO potential’ of the site. By conducting refreshed and more in-depth keyword research, we were also able to advise Havwoods on the most commercially appropriate keywords to target for Organic and Paid Search. We also worked with Havwoods to better optimise their PPC targeting and to create new ad campaigns for key products such as Bona, Portamix and Wirbel.
Following our work on Organic and Paid Search, Havwoods Accessories have experienced substantial wins in terms of new traffic and leads. For Paid Search, we’ve seen a 399% year on year increase in revenue one year on from starting work, as well 62% increase in transactions. On PPC, our Paid Search specialists drove a 55% increase in conversions year on-year, while also decreasing CPA (Cost Per Acquisition) by 21% to offer the client better value from their ads budget.
Working on this site has been a brilliant experience, and we're delighted to have seen significant growth in terms of relevant traffic and leads across both SEO and PPC.Hannah Maitland Client Services Manager
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