A "Dino-mite" 74% conversion boost for UK home improvement specialist

The challenge

Dino Decking partnered with Impression to increase its organic search presence. The internal team had significant time constraints, so they were unable to invest the hours needed in SEO.

The business had become known for its high-quality, sustainable products and good customer service, but was struggling to rank well in search when coming up against larger, more established competitors such as Neotimber and Cladco decking.

Our primary goal was to increase relevant traffic and, therefore, sales to the website through ranking for relevant keywords. We set the goal of increasing organic traffic to the site by +50% YoY, and to get them consistently ranking on page 1 for one particular core commercial keyword.

The strategy

The plan was simple. To assess where Dino Decking’s website ranked in search, we created targeted optimisations in priority areas and focused on user-first content that matters to their target audience.

We began by ensuring that our data measurement was as accurate as possible. A GA4 audit was conducted by our Solutions team, who identified inflated session data incorrectly allocated through Bing. This was essential to fix so we could measure the impact of our changes.
We started with a detailed content audit to track the site’s current performance, identify key gaps and prioritise key focus areas and pages that will have the most commercial impact.
With this information, we were able to optimise URLs, hyperfocusing on pages that were ‘on the cusp’ of ranking well in search and had the most revenue potential. The prioritisation of commercial keywords allowed us to showcase the monumental impact that good content can have on results.
Once we had optimised the key pages, we switched to a pillar-cluster approach, focusing on the product they wanted to rank for. We reviewed informational content, internal linking and collaborated with Digital PR to gain reputable links to the landing page to bolster the performance of this cluster.
As the cluster grew stronger, we provided recommendations on how to increase the Expertise and Authority of the site to build trust with customers (E-E-A-T).
Throughout this strategy, we also conducted a detailed technical audit of the site using Sitebulb to allow us to provide guidance on any previous issues, ensuring that there were no blockers holding the site back from a performance perspective.

The results

We’ve chosen to compare May YoY since this is the month of their peak season. All work over the previous months aimed to achieve as much success as possible during Dino’s peak seasonal period.

+206%

Increase in clicks (May YoY)

+74%

Increase in conversions (May YoY)

+114%

We exceeded our forecast by +114% (May YoY)

101%

Increased referring domains to product pages by 101%

#2

#2 keyword ranking for target keyword

With Impression’s support, Dino Decking is now achieving stronger online results than many other established competitors. For any business seeking a proactive, strategic, and genuinely invested digital agency, Impression comes highly recommended.

Richard King Co-founder and Co-Director of Dino Decking