What we fixed. What changed

Independent hotel, 56 rooms, Bath

Mobile visitors could choose a room on the hotel site, but the booking engine opened separately and asked them to enter their dates again. We passed the selected dates and room type directly into checkout, removed two unnecessary steps and made cancellation terms visible beside each rate.

Booking-engine completion increased 24% over four months. Direct booking volume rose 16% while website traffic remained broadly flat.

Boutique hotel group, three properties, Dublin

Generic search campaigns sent almost every visitor to the homepage, whether they were searching for family rooms, weekend stays or spa breaks. We separated campaigns by intent, built matching landing pages and shifted budget towards search terms producing completed bookings.

Cost per direct booking fell from €61 to €45 over five months. Direct bookings from paid search increased 18%.

Coastal resort, 84 rooms, Cornwall

Previous guests received the same monthly newsletter as the rest of the database, with no use of stay history or room preference. We segmented past guests, introduced seasonal return campaigns and added direct-booking offers around previous stay patterns.

Returning guests increased from 11% to 17% of direct bookings over eight months. Revenue per email recipient increased 39%.

Luxury inn, 34 rooms, Lake District

The hotel ranked well for its own name but had limited content around parking, dogs, walking routes, dining and nearby attractions. We rebuilt the key amenity pages, published detailed local guides and standardised property information across major travel listings.

The hotel appeared in 8 of 20 tracked recommendation questions after six months. Non-brand organic bookings increased 19%.

Orthodontic clinic, Manchester

Campaigns were optimised towards lead forms, but more than half of those enquiries never progressed to an appointment. We connected campaign reporting to booked consultations, added online appointment selection and excluded locations producing high volumes of low-intent leads.

Cost per booked consultation fell from £121 to £74 over five months. Booked consultation volume increased 21%.

Dermatology clinic, Bristol

Patients completed a nine-field enquiry form and were told someone would contact them within two working days. We reduced the form to four fields, showed available consultation times earlier and introduced same-day SMS follow-up.

The enquiry-to-consultation rate increased 28% over twelve weeks, with no material increase in website traffic.

Private cardiology clinic, Birmingham

The website contained detailed consultant biographies but very little information about symptoms, tests, appointment costs or referral requirements. We created condition, diagnostic and pricing pages, with clinical review before publication, and corrected inconsistent medical directory listings.

Non-brand organic enquiries increased 34% over seven months. Four diagnostic pages also began appearing in AI-generated answers for tracked patient questions.

Hearing clinic group, four sites, Yorkshire

Consultations tended to lead with the lowest-priced hearing aid even when patients were looking for rechargeable devices, longer warranties or additional aftercare. We introduced three clear treatment packages and trained each site to explain the differences consistently.

Average patient value increased 13% over two quarters. Consultation conversion remained within one percentage point of the previous period.

Home fragrance brand, UK

Customers received a welcome discount and then largely the same weekly campaign regardless of what they had viewed or purchased. We introduced product-specific post-purchase, replenishment, cross-sell, abandoned-cart and lapsed-customer flows.

Email revenue increased from 13% to 22% of total online revenue over five months. Revenue per subscriber increased 41%.

Cycling apparel retailer, France and Belgium

More than 60 campaigns split budget across products, audiences and creative variations, leaving many campaigns without enough purchase data to optimise effectively. We consolidated the account, rebuilt the product feed, excluded low-margin products and focused creative testing around three core customer use cases.

Blended ROAS increased from 2.0 to 2.8 over six months while spend fell 7%. Paid revenue increased 29%.

Premium cookware brand, UK

Shipping costs only appeared near the end of checkout and mobile customers were required to create an account before paying. We showed delivery costs earlier, made guest checkout the default and added Apple Pay and Google Pay.

Checkout completion increased 15% over eight weeks. Mobile revenue per visitor increased 12%.

Sports nutrition brand, UK

Discount codes were permanently available through affiliates, while free delivery started at £30, giving customers little reason to build a larger basket. We reduced blanket discounting, introduced goal-based bundles and moved the free-delivery threshold to £45.

Average order value increased from £38.60 to £44.00 over four months. Conversion fell 2%, while revenue per visitor increased 9%.

Running footwear retailer, UK

Paid social campaigns were split across dozens of audiences while the same creative ran for months. We consolidated the account, shifted optimisation towards purchase value and introduced a regular creative testing cycle built around use case, fit and product comparison.

Blended ROAS increased from 1.8 to 2.5 over five months. Paid revenue increased 26% with spend up 2%.

Luxury bedding brand, UK

Customers were choosing between similar products with limited guidance on firmness, materials or who each option suited. We added comparison tables, clearer product recommendations, delivery information and customer reviews higher on the page.

Product-page conversion increased 18% over ten weeks. Revenue per visitor increased 14%.

Pet accessories brand, UK

Most email revenue came from campaign sends, while automated journeys consisted of a basic welcome email and abandoned-cart reminder. We added post-purchase cross-sell, replenishment, browse abandonment, review and win-back flows based on product category.

Revenue from automated email increased 37% over six months. Total email revenue grew 25% without increasing campaign frequency.

Specialist kitchenware retailer, UK

Category pages relied on product grids with very little guidance, while overlapping filters created hundreds of near-duplicate URLs. We consolidated filter pages, added buying guides for priority categories and improved product and category markup.

Non-brand organic revenue increased 33% over nine months. Organic traffic to category pages increased 28%.

Premium tea brand, UK

The store offered free delivery at a threshold below the typical multi-product basket and promoted single-item discounts heavily. We raised the free-delivery threshold, introduced tasting bundles and added subscription options for repeat-purchase products.

Average order value increased 12% over four months. Order volume declined 2%, while total online revenue increased 9%.

Procurement software, Series A, Europe

Search campaigns treated educational searches, pricing searches and direct software comparisons as equally valuable. We split campaigns by intent, introduced qualification before demo booking and imported CRM opportunity stages back into the ad platforms.

Cost per qualified opportunity fell 37% over five months. Lead volume decreased 18%, while qualified pipeline increased 24%.

Data infrastructure platform, US

The documentation worked well for existing users, but there was little content explaining how the platform compared with established alternatives. We published technical comparison pages, migration guides and public benchmark methodology, then improved the structure of the documentation for crawlers.

The product appeared in 11 of 25 tracked comparison questions after seven months. Organic demo requests increased 18%.

Accounting software, UK

New users landed in an empty dashboard and had to configure the company manually before seeing useful output. We added accounting-platform import, sample data, a three-step setup flow and onboarding emails triggered by product activity.

Trial activation increased from 10.9% to 15.8%. Trial-to-paid conversion increased from 7.4% to 9.1%.

Compliance software, B2B, UK

Pricing was based largely on employee count, even though customer value depended more heavily on the number of regulated entities and reporting requirements. We introduced three packages tied to usage, reporting complexity and implementation support.

Average new contract value increased 18% over two quarters. Sales-cycle length remained broadly unchanged.

Commercial law firm, Birmingham

The website focused heavily on the firm and its lawyers but answered few of the questions business owners searched before contacting a solicitor. We built question-led pages around shareholder disputes, contract issues and fee expectations, with partner review before publication.

Qualified organic enquiries increased 29% over eight months. Several of the new pages also began appearing in AI-generated answers for commercial legal questions.

Mortgage brokerage, London

Visitors completed a long enquiry form and then waited for an adviser to contact them manually. We reduced the form to essential qualification questions, added adviser availability immediately afterwards and introduced automatic confirmation by email and SMS.

Initial consultations increased 21% over one quarter. Enquiry volume remained within 3% of the previous period.

Brand consultancy, Bristol

The consultancy quoted almost every project from scratch and regularly discounted proposals to win smaller pieces of work. We introduced three defined engagement types, set a minimum project size and separated strategic work from production.

Average project fee increased 19% over nine months. The number of projects fell 8%, while gross margin improved.

Commercial insurance broker, Manchester

Paid search was generating a high volume of enquiries from very small businesses that rarely matched the firm’s target client profile. We rebuilt campaigns around sector-specific intent, added qualification before submission and excluded low-value searches that consistently failed to progress.

Cost per qualified enquiry fell 32% over five months. The number of sales-qualified opportunities increased 18%.

Tax advisory firm, London

Clients usually heard from the firm around filing deadlines but received little communication between engagements. We introduced deadline reminders, quarterly tax updates by client type and follow-up campaigns around common advisory needs.

Repeat-project revenue increased 24% over ten months. Revenue from existing clients grew faster than revenue from new business.

Recruitment consultancy, Birmingham

A large share of opportunities entered the CRM with either direct or unknown as the source, making channel reporting unreliable. We added self-reported attribution to enquiry forms, matched source data against CRM records and reviewed pipeline by first identifiable source.

£410k of pipeline was traced to referrals, industry events and partner introductions that had previously been grouped into direct or unknown.

Roofing company, Kent

Search campaigns directed homeowners to the main website and counted every phone call or form submission as a lead, regardless of whether a survey was booked. We built service-specific landing pages, introduced online survey booking and moved optimisation towards completed appointments.

Cost per booked survey fell from £137 to £83 over four months. Survey volume increased 27%.

Bathroom renovation company, Essex

The landing page showed finished projects but gave visitors little information about likely costs, timelines or the renovation process. We introduced price bands, a simple five-step process, project reviews and clearer qualification before the enquiry form.

Enquiry rate increased from 1.5% to 2.6% on comparable paid traffic over ten weeks.

Vehicle servicing group, five sites, Midlands

Customers received an invoice after servicing but little communication until they remembered to book again themselves. We introduced MOT and service reminders based on vehicle records, seasonal maintenance campaigns and follow-up after completed work.

Returning-customer bookings increased 18% over nine months. Reminder campaigns generated 14% of all online workshop bookings.

Boiler installation company, Greater Manchester

Search campaigns were optimised towards form submissions, including price-check enquiries and customers outside the service area. We tightened location targeting, added qualification around property type and moved campaign reporting towards booked home surveys.

Cost per booked survey fell from £168 to £102 over four months. Survey volume increased 22%.

Window replacement company, Hampshire

The landing page focused on product features but gave homeowners little indication of price, installation times or what happened after submitting an enquiry. We added indicative pricing, a simple installation process, finance information and recent customer reviews.

Enquiry rate increased 41% over twelve weeks on comparable paid traffic. Cost per enquiry fell 27%.

Pest control company, London

Customers usually contacted the company for a single treatment and were not followed up unless the problem returned. We introduced post-treatment check-ins, seasonal prevention reminders and property-specific follow-up campaigns.

Repeat bookings increased 19% over six months. Email-generated bookings accounted for 11% of returning-customer revenue.