A growing manufacturer held back by its own website
Envirotech Alarms makes leak detection systems. They first came to us for SEO services not long after starting the business.
Their website ran on a bespoke content management system they had paid for. It was clunky, it limited what we could change, and it looked old-fashioned. It also wasn’t mobile-friendly, at a time when more and more of their visitors were on phones.
Towards the end of 2015, as the business began to pick up, they decided the website needed a complete overhaul, and asked us to do it.
The SEO could only go so far while the website itself was holding it back.
A new website, an online shop and ongoing SEO
A new WordPress website
We paused the SEO campaign during the WordPress website redesign. As well as a fresh, modern design, we made changes the old system had never allowed:
- Short, clean URLs. The old system buried pages in long folder paths such as /a-page/another-page/the-actual-page.php; now it’s simply /the-actual-page/
- A clearer navigation structure
- New pages built to target specific search terms
- Individually designed landing pages, plus a product page template the client could fill in themselves, saving time and cost
- Every main page checked against its target search term before launch
- 301 redirects from every old URL, so none of the existing rankings were lost
An online shop with a system builder
We added ecommerce to the site, including a tool that lets customers build and order their own leak detection system directly online.
Ongoing SEO
We fixed the technical SEO problems left behind by the old system, then moved on to optimising the site:
- Keyword research to find the searches most likely to bring in business, plus the industry terms the client knew their customers used
- Grouping those searches and giving each group its own page
- On-page and off-page SEO, month by month
The website now brings in the business
Envirotech Alarms now rank ahead of their three main competitors for many of their most important searches, and are closing in on the rest.
In the last 12 months the site has appeared in Google search results 700,000 times and brought in 8,000 clicks. 43 of the 61 keywords we track are on page one.
The website has become the main source of new enquiries for the business, which has grown enough to move into new offices in Devizes.
Close to home
Envirotech Alarms are just down the road from us in Devizes. We’ve worked with them over many years, from their first SEO campaign to the online shop.