Family-Run Business Competing With The Giants

✔ Consistent 25–30% year-on-year organic growth since 2023

✔ Over 1,000 new keywords on page 1, with over 500 in the top 3

✔ Seen as the go-to expert for flat roofing

Background

UKFR is a family-run business that sells flat-roof and insulation products across the country. Over the past few years I have lead commercial & blog content, providing technical support during website migration, and finding better ways to market unique product offerings. This case study focuses on helpful content and growing it into an industry expert.

Opportunity

One of the biggest ranking factors is expertise - something the website lacked in 2023. The content across the website wasn't particularly helpful for users, and there were limited resources to support users throughout the buying journey.

Solution

The solution was simple: rework category pages around user needs with content helpful for someone browsing products, and build out a knowledge hub with original, insight-led content that no one in the industry talks about.

Results

This led to blog and commercial pages ranking for over 1,000+ new keywords on page 1, with 500 of those in the top 3 positions on Google. The brand is also now seen as a go-to expert which people can trust. Beyond keywords, this has helped achieve over 150,000 organic sessions in the past three years, with a year-on-year growth of 25–30%.

Testimonial

”Rob has been instrumental in improving our online performance, delivering 25-30% organic growth year after year.

His support during our website migration was invaluable, ensuring a seamless transition while improving the technical health and long‑term stability of the website after initially finding many issues in our old website platform from an SEO perspective.

Beyond the numbers, he has become part of the team and has reshaped how we present our knowledge & expertise, so our industry knowledge stands out.

His insight, reliability, and strategic thinking have made a lasting impact on our business.”

Mike Storey - Co-Founder & Technical Manager of UKFR

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