By partnering with Redefine Web, Dino Decking transformed its digital visibility within a highly competitive UK home improvement niche. Through targeted SEO prioritization, technical refinements, and content-led strategies, the company achieved a 206% increase in clicks, a 74% conversion lift, and a surge in keyword rankings against much larger competitors. Our collaboration not only improved organic positioning but also cemented Dino Decking’s reputation as a sustainable decking leader by strengthening authority, refining core commercial landing pages, and driving peak-season sales well above forecasts.
Dino Decking Ltd, a family-run UK business, specializes in eco-friendly composite decking made from recycled wood and plastic, offering durable, low-maintenance solutions that withstand harsh weather while reducing environmental impact. Known for excellent customer service and a wide product range—from boards and trims to accessories—they cater to both DIY homeowners and large-scale projects. Competing with larger national brands, they faced challenges with limited digital visibility. With seasonal sales peaks requiring stronger online presence, Dino Decking partnered with Redefine Web to boost organic visibility, improve rankings, and drive consistent, measurable online growth.
Before partnering with Redefine Web, Dino Decking faced several marketing barriers that held back online growth. Despite a strong brand and eco-friendly product line, they struggled to rank for high-value commercial keywords. Competitors like Neotimber and Cladco had stronger digital authority, securing top positions for critical decking-related searches.
Internally, Dino Decking lacked the resources to maintain a consistent SEO strategy. Their website functioned but had no structured optimization plan, leaving keyword gaps, weak content targeting, and stagnating organic growth. Content wasn’t optimized to capture key informational searches, putting them at risk of being outranked by competitor sites with richer content.
Seasonality worsened these issues. With demand peaking in warmer months, missing visibility during this window meant losing valuable buyers. Technical audits also revealed inaccurate data tracking, making it difficult to measure performance or ROI. To succeed, Dino Decking required an improved measurement system, a clear content strategy, authority-building campaigns, and a refined SEO approach.
Redefine Web applied a streamlined SEO-first strategy aimed at driving organic gains quickly and measurably. We began with comprehensive audits — covering GA4 analytics accuracy, technical SEO, and an in-depth content performance assessment. From there, we prioritized optimizations for high-revenue URLs that were close to cracking page-one rankings, strengthened product-focused landing pages, and used a pillar-cluster model to enhance authority around commercial priorities. Digital PR helped secure reputable backlinks, while technical refinements ensured no crawl or indexing blockers hindered performance.
Key steps included:
Through targeted SEO enhancements, technical cleanups, and authority-building campaigns, Dino Decking exceeded its growth forecasts by 114%. With a 206% increase in clicks, a 74% boost in conversions, and stronger keyword rankings, the business cemented its digital footprint while outperforming much larger competitors in peak-season periods.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
