Sector: Construction Supply Chain
Organisation Type: Large SME (200+ employees)
Responsible to: Sales & Marketing Director
This long-established family owned builders’ merchant, operating across the UK construction supply sector, had built its reputation on strong customer relationships and dependable trade service. However, its digital presence lagged behind the expectations of today’s increasingly online-first buyers.
The business had an e-commerce website, but it was underperforming — with monthly online sales stagnating around £11,000. The merchant was virtually invisible in local search results, missing out on both trade and retail opportunities. With no search engine strategy, no content marketing, and no keyword research in place, the business was failing to capitalise on high-intent online traffic.
The digital diagnosis was clear:
– No SEO strategy or keyword targeting
– No structured content marketing
– Technical SEO issues (slow page load times, poor metadata, mobile incompatibility)
– Weak local search visibility
– Static product pages with minimal descriptive content
These issues left the business falling behind its competitors, many of whom had made even modest investments in online visibility.
Wicked Spider conducted a comprehensive website audit. The audit resulted in a prioritised action list of over 200 improvements — forming the basis for a full-scale digital turnaround plan.
Key interventions included:
– A complete technical SEO overhaul: metadata, schema, site architecture and page speed
– Keyword research aligned to both product ranges and location-based search terms
– Rewriting of over 500 product pages with optimised content
– Launch of a blog and local SEO strategy targeting towns and trades across the region
– Enhanced Google Business Profile and NAP (Name, Address, Phone) consistency across directories
– Improved user experience and site navigation
The results were swift and dramatic:
– Monthly online sales surged from £11,000 to over £40,000 within four months
– Organic traffic rose by more than 220%
– The sharp uptick in orders forced the business to reassess its logistics capability, prompting a re-thinking of its fulfilment operations
This digital leap highlighted previously untapped customer demand and accelerated the merchant’s shift towards a more integrated, e-commerce-driven model.
– Even in traditional sectors, a structured digital strategy can drive rapid, profitable growth
– Local SEO is essential for businesses with location-based customers
– Operational readiness is critical when digital performance suddenly improves
– Preparation: Strategic audit ensured focused execution
– Discernment: Targeted actions on what would move the needle fast
– Judgement: Redirected investment from print advertising to digital performance
– Self-Confidence: The leadership team backed the strategy and scaled quickly
“Our investment in Tosca’s services has turned into a significant return on the investment we have made in her services.”
— H. Carver
