Building a UK home improvement retailer's online store, then growing its search visibility

The business sold a large, visually complex catalogue of home improvement products that most off-the-shelf e-commerce templates handle badly. Customers couldn't browse by the criteria that mattered to them, and couldn't work out how much material a real project needed without calling.

On top of that, the business was barely visible in Google Search or on its Business Profile, so there was no steady stream of new customers arriving to ask those questions in the first place.

• No structured product taxonomy: items weren't organised by the finish, size, material and application filters customers actually shop by
• No way for a customer to estimate quantity or cost themselves, so every estimate needed a call
• An underused Google Business Profile: thin categorisation, no consistent posting, and a small search footprint

• Designed and built a full product taxonomy so customers could filter by finish, size, material and application
• Built a custom product calculator that turns real project dimensions into quantity and cost estimates
• Built the end-to-end e-commerce experience: browsing, detail pages with real specifications, and checkout
• Ran ongoing local SEO and Business Profile management: listing optimisation, consistent posting, and on-page work targeting real customer searches

Comparing the most recent three months to the three before, search clicks went from 76 to 990 and impressions from roughly 1.4K to 27.6K.

Average CTR and average position moved in a more mixed direction over the same period (CTR from 5.4% to 3.6%, average position from 6 to 12.8). That's a normal side effect of ranking for a much wider set of queries, including longer-tail ones that rank lower on average.

The Business Profile drove 1,116 calls between April and September 2026, about 186 a month, with monthly calls climbing from around 175 in April to roughly 240 in August (read from the chart).

Over the same six months the profile recorded 4,265 interactions in total, and in July alone 324 direction requests, up 41.5% on July 2025.