Web Design, SEO & Social Media

Revamping a Failing Website: How We Helped Them Dominate the Industry and Expand Their Business

E-Commerce SEO and Social Media

The Company:

Imperial Roofing Supplies are an independent roofing merchant, providing a wide range of products including roofing tiles and slates, flat and pitch roofing materials, and chimney and ventilation systems.

Based in Syston, Leicester; they supply to the public and trade customers across Leicestershire and the surrounding areas.

Imperial Roofing Supplies provide free and impartial advice. As a family business with over 30 years’ experience in the industry, their friendly and knowledgeable team can offer support on a variety of projects, from small scale DIY roof repairs to large scale construction projects.

Industry: Roofing Supplies

The Project:

Imperial Roofing Supplies contacted us as they had an existing website that wasn’t generating any traffic or leads, and was not supporting their business in any way.


We completed an audit of their website and found that it was outdated and did not include any SEO. The website was not ranking for any of their target keywords and was not attracting any visitors.


The client was frustrated that without traffic, they would be unable to grow and expand their business into new areas.


Imperial Roofing Supplies also hold workshops and wanted a more effective way to promote them and become more well known as an expert in their industry.

The Strategy:

We built a new website for Imperial Roofing Supplies that was modern and easy to use, allowing them to promote their range of products online.


The website was built using a responsive WordPress theme, meaning that it’s compatible with a range of devices and screen sizes.


We included clear calls to action throughout the site, so visitors could request expert advice or arrange a purchase quickly and easily.

SEO Strategy:

As part of our web design process, we always incorporate SEO as standard.


Whilst building the website for Imperial Roofing Supplies, we also created new SEO optimised content that highlighted the business focus and specialist products. By creating highly-targeting content, we helped Google to better understand the products and services on offer, ensuring the traffic to the website had a higher chance of converting to a sale.


As a small business that is expanding into new areas, local SEO has been crucial to their continued growth.


The content optimisation during the website build increased the organic traffic and new enquiries. In order to continue this growth, Imperial Roofing Supplies signed up for an SEO package and social media management to further boost their results.

Reaching The Right Audience:

As a Leicester-based business, Imperial Roofing Supplies’ new website needed to attract the right audience in the local area.


The main target audience is customers making home improvements as well as professional builders requiring materials for large scale projects.


We focused on building a website with a clear and easy to understand structure that placed the spotlight on the products and how to purchase them.


Social media was also a key factor, allowing them to become a familiar name amongst the construction community.

The Results:

  • Increased organic traffic to the website by an average of 37%
  • Increased overall monthly traffic by an average of 19%
  • Increased website enquiries by 1100%
  • Increased conversion rate to 10%, demonstrating that the traffic is highly relevant
  • Reduced the bounce rate and improved the session duration, showing a high level of visitor engagement and further demonstrating that the site was attracting high-quality traffic
  • Achieved stable top 5 positions for 20 product and industry-specific keywords
  • Expanded to target three additional regions and achieved first page positions for these

Social Media:

  • Optimised Facebook & Instagram profiles to include company branding
  • Increased Instagram following by 2400 within 8 months
  • Increased brand awareness through Facebook & Instagram, improving customer engagement and promoting events and offers
  • Provided social media training allowing the client to create engaging posts
analytics chart
Target customers
Imperial Roofing Supplies


“Having had problems with previous website designers, it was a breath of fresh air dealing with 123 Ranking. We had great help and support throughout setting the website up initially as well ongoing. Being relative novices to websites, SEO’s etc – nothing was too much trouble in dealing with any queries or problems we may have had. The website and SEO have already been a massive benefit to the company. We would have no issues in recommending 123 Ranking. Thank you for all your support and help”

Imperial Roofing Supplies

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