Restructure and redesign for huge SEO improvements

Having worked with Leamington Blinds for such a long time, we already had a really good outline of the keyphrases we’d want to be targeting for our SEO campaign.

But we’re not writing pages just for search engines - we wanted to provide customers with all the key information they might want to know too.

So we decided that we’d need to completely rethink our product pages, ensuring they had useful keywords, but also making sure that key information about how to buy, fitting and installation, and different available designs too.

The old product pages were very restrictive, only allowing for a paragraph of text. But our research had shown us that for better UX and for better visibility, we needed to provide much better, in-depth content.

We developed a new structure for the product pages, including sections about the fitting and installation services, key information about the blinds themselves, additional features such as motorisation or blackout fabrics, a range of swatches and more.

And at key points on the page, we introduced CTAs for people to either get a quote, or find out more.

With better information on the pages, Leamington Blinds saw a big decrease in the number of people asking common questions about samples, fitting and measuring, saving time on administration.

But even more significantly, by including measurements in the online quote form, they could cut out an entire step in their process, and provide quotes faster, and with more accuracy. This also helped reduce their admin burden.