How a B2B manufacturer added £70k in D2C revenue in 12 months.

Sector: Manufacturing / Outdoor Home Improvement

Challenge: Failed D2C launch, zero organic traffic, no direct sales channel

Outcome: £70,000 in additional direct-to-consumer revenue within 12 months

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The Situation.

This client had everything they needed to sell direct to consumers.

A quality product. An established manufacturing operation. A clear gap in the market. And a genuine desire to diversify beyond their trade and B2B accounts into a direct revenue stream — one that wasn't dependent on middlemen, margins, or the whims of wholesale buyers.

What they didn't have was a working website.

A previous agency had built one. But "built" is a generous word. It had no real structure, no search visibility, and generated no traffic. Twelve months after launch, they'd taken exactly zero direct orders. The D2C ambition — something they genuinely believed in — had been quietly shelved.

That's when they came to us.

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The Conversation.

They weren't angry. But they were cautious. They'd invested time, money, and trust in a partner who hadn't delivered, and they weren't in a rush to make the same mistake twice.

What they needed wasn't promises. They needed a clear plan and someone willing to back it.

We proposed something straightforward: we'd take on the project at no upfront cost, in return for a percentage share of the D2C revenue generated. No results, no fee. We were confident enough in the approach to put our money where our mouth was.

They agreed. We got to work.

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The Approach.

Starting With the Customer, Not the Product

The previous agency's mistake — common across the industry — was building a website around the product. Listing features. Writing about the manufacturer. Creating pages that answered questions nobody was actually asking.

We started somewhere different: with the customer.

Before a single page was designed, we asked the questions that actually matter. Who is buying this type of product? What are they searching for? What language do they use? What are they worried about? What does a competitor do well, and where do they fall short?

This is the foundation of growth marketing. Not guesswork. Not aesthetics. Real data about real people with real intent to buy.

Keyword Research and SEO Strategy

We conducted in-depth keyword research to understand exactly how potential customers were searching for this type of product. That meant identifying high-intent search terms — the ones where someone isn't just browsing, they're ready to buy — and building the site architecture around them.

Every page, every heading, every piece of copy was written with two audiences in mind: the human visitor and the search engine. Getting that balance right is the difference between a website that sits there and one that works.

Website Design and Build

We rebuilt the site from the ground up. The brief wasn't "make it look nice." The brief was "make it convert."

That meant clear navigation. A buying journey that removed friction at every step. Product pages that answered objections before they were raised. Trust signals — accreditations, quality cues, delivery information — placed where customers actually look for them. A checkout process that didn't lose people halfway through.

Good web design in a commercial context is invisible. When it works, the visitor doesn't notice the design — they just find themselves placing an order.

Conversion Rate Optimisation

Traffic without conversion is just noise. Throughout the build and into the live phase, we focused relentlessly on what was actually driving customers to act — and what was getting in the way.

Page layout, calls to action, product imagery, copy hierarchy — all of it tested and refined against one question: is this making it easier or harder to buy?

Content Strategy

To build sustainable organic traffic, we developed a content strategy aligned to the keyword research. This wasn't content for content's sake. Every piece was designed to attract the right visitor at the right stage of the buying journey — from someone researching their options to someone ready to place an order today.

Useful, relevant, properly optimised content is one of the most cost-effective long-term growth tools available to any business. It compounds. It keeps working while you're doing everything else.

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The Results.

The site went live. Four weeks later, the first direct order came in.

By the end of month twelve:

• £70,000 in new D2C revenue — from a product already in the warehouse

• Consistent organic traffic from targeted, high-intent search terms

• A direct sales channel the business now owns and controls

• A scaleable model that can grow without proportional increases in cost

This wasn't new inventory, new products, or new markets. It was an existing product, properly positioned, properly found, and properly sold online.

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What This Demonstrates.

This project brought together several of the core services we offer under the growth marketing umbrella:

• SEO and organic search strategy — building visibility that lasts

• Website design and build — focused on conversion, not just appearance

• Customer research and messaging — understanding the buyer before touching the brief

• Content strategy — creating the right content for the right audience

• CRO (conversion rate optimisation) — turning visitors into customers

• D2C strategy — helping B2B businesses build and own a direct channel

The revenue share model we agreed wasn't unusual for us. It reflects something we believe strongly: if a strategy is right, it should pay for itself. We don't ask clients to take all the risk.

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Could This Work for Your Business?

If you have a product people want, and a website that isn't selling it — this is a solvable problem.

We work with owner-run businesses who want a digital presence that actually grows their revenue. No jargon. No compromises. Just get in touch today to find out more.

Thanks for reading,
Ollie

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New website goes live for GoForGranite

Picture this: you're talented stone worktop specialists with decades years of experience creating beautiful kitchens, but you want to expand your reach to more customers online. That's exactly where GoForGranite found themselves when they first reached out to us at Midlands Digital.

When we started working together, GoForGranite had already established themselves as skilled craftspeople in the stone worktop industry. They know their stuff when it came to creating stunning granite, quartz, and marble surfaces, but they wanted to expand their business throughout the Midlands and South West UK. Our challenge? Getting their name in front of potential customers who were actively searching for their services.

Expanding horizons

We began our partnership by focusing on what would make the biggest immediate impact—local SEO. Think of this as making sure GoForGranite showed up when someone in their immediate area typed "stone worktops near me" into Google. This wasn't about flashy marketing tactics; it was about building a solid foundation that would establish strong visibility in their core service areas.

The results were encouraging right from the start, giving GoForGranite that crucial initial momentum they needed to build their digital presence. But here's the thing about successful partnerships—they grow and evolve as the business does.

As GoForGranite began seeing success with their local visibility, their ambitions naturally grew too. They didn't want to just be the go-to stone worktop company in their immediate area; they wanted to capture customers across their entire service territory throughout the Midlands and South West.

This is where our strategy had to evolve. We shifted from focused local SEO to wider regional SEO tactics, helping GoForGranite show up for relevant searches across a much broader geographic area. It's one thing to rank well in your hometown—it's another challenge entirely to maintain visibility across multiple counties, cities and regions while still appearing relevant and trustworthy to potential customers.

The website rebuild

Then came the moment that really transformed everything. GoForGranite made the strategic decision to invest in a completely new website, but this wasn't just any website refresh. They instructed us to develop a premium digital platform that was specifically engineered for one primary purpose: generating high-quality homeowner leads.

This new website became something special. Instead of creating just another product showcase (which, let's be honest, is what most stone worktop companies do), we took a completely different approach. We meticulously optimised every piece of content to distinguish GoForGranite from their competitors in a crowded market.

Here's what made the difference: rather than simply displaying beautiful photos of granite worktops and listing services, the new website became an educational resource. We created content that actually helps homeowners understand the entire process—from selecting the right materials for their specific needs and budget, to understanding what's involved in the installation process, to learning how to properly maintain their investment for years to come.

This approach positioned GoForGranite as trusted advisors rather than just another supplier trying to make a sale. When potential customers land on their website, they don't just see pretty pictures (althugh there’s lots of those too!), they get genuine value and insights that help them make informed decisions about their kitchen renovation or new build project.

Connecting with the right audience

This content-rich, educational approach resonates particularly well with GoForGranite's ideal customers: discerning homeowners who are undertaking significant kitchen renovations or building new homes. These aren't impulse buyers—they're people who want to understand their options, compare materials thoughtfully, and work with professionals who can guide them through the process.

Today, GoForGranite's digital presence tells a compelling story. It effectively communicates both their exceptional craftsmanship and their consultative, customer-focused approach. More importantly, it generates a consistent flow of qualified homeowner leads throughout the Midlands and South West—not just any leads, but the right kind of leads from customers who understand the value of quality workmanship.

The website has become much more than a marketing tool; it's a valuable business asset that works around the clock. Not only does it attract new business, but it also sets proper expectations and educates potential clients before they even pick up the phone for their first consultation. This means smoother customer journeys, faster bookings, and ultimately higher satisfaction rates for both GoForGranite and their clients.

It's a perfect example of how the right digital strategy, executed thoughtfully and evolved over time, can transform a skilled local business into a regional leader in their industry.

Thanks for reading,
Ollie

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Icequest partners with Midlands Digital to launch new website

Creating an engaging online presence is more important than ever, especially for businesses like activity venues that rely on foot traffic and customer interaction. Recently, a bustling activity venue based in Malvern, Worcestershire, offering attractions such as an ice rink, laser quest games, and escape rooms, recognised this need and decided to enhance their online presence.

Partnering with us at Midlands Digital we designed, built, and launched a new website that prioritises user engagement and helps simplify the booking process.

Research and collaboration

When we first connected with the Icequest, it became clear that they were eager to attract more visitors and improve their overall customer experience. The existing website had done a good job but there was room for improvement; to help potential customers easily navigate the site, find essential information, and ultimately book activities. This is where we stepped in, ready to create a solution tailored to their unique needs and goals.

Understanding the venue’s offerings was crucial to our approach. With diverse activities like ice skating, laser quest, and escape rooms, we knew the website needed to showcase these experiences effectively. We conducted a thorough analysis, engaging with the venue's management and staff to understand their vision and customer expectations. This collaborative phase set the foundation for a website design that truly reflected the spirit of the venue.

Designing a website that converts

Our focus on user engagement came into play during the design phase. We worked to create a friendly interface that invites users to explore the various activities on offer while ensuring that the booking process is smooth and straightforward. The thoughtful layout encourages visitors to delve into each offering, with a refreshed colour palette, clear descriptions, vibrant imagery, and engaging calls-to-action that naturally guide them toward making a reservation.

One of the key features we incorporated was to seamlessly integrate with their dynamic booking system, allowing visitors to see availability in real-time, select the date and time they wish to visit, and manage their bookings. This feature was vital, taking the guesswork out of planning a trip to the venue and eliminating potential frustration for both customers and staff. By making the booking process transparent and user-friendly, we aimed to improve booking conversion rates and boost overall satisfaction.

Responsive design was another critical aspect of our project. With data showing that many users accessed websites via their mobile devices, we ensured that the new site would offer an optimal experience across all platforms. Whether potential visitors were browsing on a desktop at work or checking out the ice skating times on their phone during their lunch break, the website’s performance would remain consistent and attractive.

Testing and launch

As we approached the launch phase, we also focused on SEO (search engine optimisation), implementing best practices to help the venue rank better in local search results and making it easier for local residents and visitors in Worcestershire to discover their fantastic offerings. By optimising web content and ensuring the site was structured for easy indexing by search engines, we aimed to increase organic traffic and visibility, driving more potential customers to the site.

After rigorous testing and refinements based on initial feedback, we launched the new website to great anticipation. Icequest was excited to unveil a platform that not only showcased what they offered but also provided an enjoyable user experience. Early metrics indicate increased user engagement, with more visitors spending time on the site and exploring different activities.

The partnership with Icequest exemplifies our commitment at Midlands Digital to fostering growth and success among our clients. By gaining a deep understanding of their needs and goals, we were able to design a website that effectively engages users but further streamlines the booking process.

We are excited to see how the venue continues to flourish as they welcome even more visitors to enjoy their ice rink, laser quest, and escape room experiences.

Thanks for reading,
Ollie

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