Retail & Home Interiors
Mansfield Fireplaces
A digital overhaul that took organic traffic up eight times over.
The
Challenge
Mansfield Fireplace & Stove Centre are a family-run business with over a hundred years of combined experience in fireplaces, stoves and bespoke media walls. A flagship showroom with more than 75 live displays, exclusive stockist status for Charnwood, and a second site in Sheffield.
None of which came across online. The old site was slow, awkward on a phone, and invisible for the product and location searches their customers were actually using. The traffic it did get was not turning into showroom visits.
They wanted a site that represented the business properly and supported both locations.
Key challenges
Slow and hard to use
Load times, mobile experience and the lack of a clear route to enquire were losing customers before they got in touch.
Almost no organic visibility
Not ranking for core product or location terms, so high-intent buyers were finding competitors.
No paid search at all
Nothing running, so no presence in front of people actively shopping for a stove.
Two catchments to serve
Mansfield and Sheffield draw different customers and needed handling separately.
A very visual product
Fireplaces and stoves sell on how they look, and the old site did not do the showroom justice.
Our
Approach
A new site, a full search programme and paid search built from nothing, run together rather than in sequence.
We started with the product range and the search landscape across the East Midlands and South Yorkshire, then built the site around how people actually shop for a stove: by product type first, by location second.
The approach
Web design
Large-format imagery, product category navigation that makes sense, and dedicated pages for fireplaces, stoves, gas fires, electric fires and bespoke media walls. Every page pointed at a call or a showroom visit.
SEO
Keyword research across product and location terms covering Mansfield, Nottingham, Sheffield, Chesterfield and the wider East Midlands, with on-site work across the whole site.
Google Ads
An account built from scratch, structured around product categories and aimed at high-intent searches in the key catchments, with conversion tracking from day one.
The
Results
All three channels moved, and they moved within the first six months of launch.
The team now add product categories, publish installation work and expand their location coverage themselves.
Outcomes
8x increase in organic traffic
Organic search grew 800% year on year off the back of a technically sound site, thorough on-page work and a content structure that made sense.
6x growth in keyword rankings
Keywords in Google top 10 grew 600%, including first-page positions across several product categories and locations.
3x increase in showroom footfall
Showroom visits tripled in the twelve months after launch.
Paid search that pays
Cost per conversion held well below the home improvement average, generating calls and enquiries from buyers in the purchase phase.
A platform they run themselves
New category pages and installation stories go up without developer time.
Related
Case Studies
Professional Services
Dansies website design. Built in 2017. Redeveloped in 2022.
The Dansies website design project started in 2017, with redevelopment in 2022 and SEO work supporting the business’s online presence. It’s a relationship built over years, with our team bringing fresh attention to the website as the work progressed.
Professional Services
Stopfords website design. Expertise deserves a proper first impression.
The Stopfords website design project gave an established accountancy firm a new website, with SEO work supporting its online presence. We brought our design and development expertise to the build, with a team who take pride in getting the work right.
Trades & Home Services
AMPM Property Maintenance website design. Built to move with the business.
The AMPM Property Maintenance website design project began in 2021. Since then, we’ve carried out numerous developments as the business moved into different service offerings, with SEO, AI search optimisation and Google Ads work supporting its online presence.