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Kingshall Furniture was a family run business servicing their local marketplace in Aylesbury, Buckinghamshire. They provided high quality Teak Garden Furniture at an affordable price. Having established a loyal local customer base the next step was to move on from the bricks and mortar business that was reliant on local footfall and engage a new, much wider audience online.
Budget is always a major challenge when dealing with small family owned businesses. Taking the leap to change the model from servicing a local audience to potentially delivering products nationwide also proved a challenge. All too often you hear that ‘our customers find us through word of mouth’ or that ‘our products are not really the sort of thing that people search for online’. ‘Our customers like to touch and feel our products.’ Changing those ingrained habits or assertions can be a challenge.
We had to create a new customer avatar. Try and design a new perfect customer and consider what they look like and where they might shop. Where they might hang out online. Word of mouth is great and customer reviews are the online equivalent of word of mouth so making sure we tried hard to gain good reviews was paramount. Also making sure that we did everything we could to make the online experience as close to touching and feeling the product in store as possible. In terms of the SEO we use a data driven process:
Technical Audit – Site Structure, Crawl Insights, Internal linking, External linking, Site Speed, Site Security, Duplicate Content, Indexability, Redirects, Schema etc etc.
Onpage Optimisation – We use tools such as Page Optimiser Pro and Cora to fine tune on page issues to maximise visibility.
Off Page Optimisation – Google safe link building – Citation building -Reputation management – GMB optimisation.
The outcome was that we created a website that was an experience for the shopper. We had better and more imagery than any of the competitors. We had video and rotating images of the product range as well as diagrams and measurements. We had ‘how to’ videos and diagrams for assembly and product care. We had more online than was ever available in store and we ranked number 1 for ‘Teak Garden Furniture’ for five years straight!
The business was revolutionised and revenue went through the roof. This site was eventually bought and swallowed up by a much larger retailer but not before dominating the UK market online for Teak Garden Furniture.