Home Services case study, 2023 to 2024
Boosted Dino Decking's conversions by 74% with technical SEO and content clusters.
An SEO-first program grew clicks 206% year over year at peak season and lifted conversions 74%. Dino Decking beat its seasonal growth targets by 114%.
Organic clicks grew 206% year over year at peak season, bringing far more web traffic and relevance.
Conversion rate rose 74%, which meant more sales and a better ROI.
Performance beat targets by 114%, well past the first growth forecasts.
CLIENT SNAPSHOT
The brief
A family-run UK specialist in eco-friendly composite decking made from recycled wood and plastic.
Dino Decking Ltd makes eco-friendly composite decking from recycled wood and plastic. The boards are durable, low upkeep and stand up to harsh weather, with less harm to the planet. The company is known for great customer service and a wide range, from boards and trims to accessories. It serves both DIY homeowners and large projects.
Up against larger national brands, the company had little visibility online. Sales peak each season, so it needed a stronger web presence. Dino Decking chose Redefine Web to boost organic visibility, lift rankings and drive steady, measurable growth online.
The problem
Big brand competition, a weak SEO foundation and peak season looming.
What we did
A lean SEO-first program to audit, prioritize and ship.
We fixed the data first, then put our effort where revenue was closest.
We ran a lean, SEO-first plan built to bring organic gains fast and in ways we could measure. It began with full audits of GA4 tracking, technical SEO and content performance.
Next, we focused on high-revenue pages that were close to reaching page one. We strengthened product landing pages and used a pillar and cluster model to build authority around key commercial topics. Digital PR earned backlinks from reputable sites. Technical fixes made sure no crawl or indexing problems held the site back.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
We removed crawl and index blockers and fixed analytics errors that had hidden real performance for months.
We optimized high-revenue product pages already on page two, so they could reach page one for peak season.
We built topic hubs on composite decking, with internal links that lifted every commercial page.
We earned coverage in relevant home improvement titles and grew referring domains 101% year over year.
We mined existing impressions for open positions, then built content to win them fast.
We timed all publishing and link building so authority built up before the spring and summer rush.
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