CLIENT
CFM North East
SECTOR
Industrial Cleaning Equipment
THE RESULT
+4,855% increase in relevant search traffic
The problem
CFM North East is an established specialist supplier of industrial cleaning equipment, including commercial cleaning machines, industrial vacuum cleaners and specialist ATEX vacuum cleaner equipment.
The business had the products, technical knowledge and experience, but its online presence wasn't doing a particularly good job of connecting that expertise with the businesses searching for it.
This is a specialist B2B market where individual enquiries can be commercially valuable. The problem wasn't simply that the website needed more visitors. It needed more of the right visitors.
What I found
Looking at the business and its search presence, there was a significant gap between what CFM could supply and what potential customers could actually find online.
The company operated across multiple specialist product categories, but the website wasn't structured strongly enough around the individual problems, products and terminology its customers were searching for. That meant valuable commercial searches were either being missed completely or weren't leading people to a sufficiently relevant page.
There were also technical and structural issues limiting how effectively search engines could understand, index and rank the site. The opportunity was much bigger than simply “doing some SEO”. CFM needed a digital presence that properly reflected the depth of the business behind it.
What I changed
I rebuilt the website around CFM's customers, products and commercial search opportunities. Rather than treating industrial cleaning equipment as one broad subject, I developed clearer sections around the individual product categories and specialist requirements customers were actually searching for.
That included building out the site's search architecture, improving technical foundations, strengthening individual product and category pages and developing content around commercially relevant searches. The website itself also needed to do a better job once somebody arrived.
Information was made clearer, the company's specialist knowledge became more visible and customers were given more obvious routes to find the right equipment or speak directly with CFM. The work didn't stop when the new website went live.
I continued analysing search performance, identifying new opportunities, improving existing pages and expanding the areas showing the strongest commercial potential.
The outcome
The difference in search visibility has been substantial. Relevant search traffic increased by 4,855%, putting CFM in front of considerably more businesses actively searching for the products and specialist equipment it supplies.
But the important word is relevant. The objective was never to generate thousands of meaningless website visits. It was to increase CFM's visibility when potential customers were searching for industrial cleaning machines, specialist vacuum equipment and the problems those products solve.
The website has gone from being a relatively passive online presence to a growing commercial asset for the business. And because the search strategy continues to develop, the work compounds rather than ending when the website is finished. The website wasn't the end product. It became the foundation for growth.
"Ollie has been absolute gamechanger for our business. Together, we’ve collaborated on strategic resources and content that have dramatically boosted our search authority and visibility on Google. The results speak for themselves - we have seen significant, measurable growth thanks to the powerful strategies implemented with our enthusiastic team. Through our regular meetings and updates, Ollie consistently goes above and beyond, offering a premium service that extends far past the initial launch. We highly recommend him to anyone searching for a dedicated, long-term web partner who invests heavily in your ongoing success."
Paul Nixon, Managing Director
CFM North East
