Here follows a true success story.
No BS.
No fluff.
Just facts, hard work and results.
One of our oldest and best clients has by far been the brilliant Trace Basement & Remedial, run by James Hockey & David Hockey.
Phase 1: Platform Overhaul
We took over Trace Basement Systems' outdated WordPress website, transitioning their content to a modern WordPress theme.
Phase 2: Marketing Analysis & SEO Strategy
Once we gained control of their content, we performed an in-depth analysis to identify Trace’s strengths and weaknesses in digital marketing. Our focus as a specialist CRO agency was to optimise the website to drive sales by leveraging SEO and social media strategies. We analysed existing keyword rankings and identified high-opportunity, business-driving keywords that were missing from their content. We then developed new, targeted content to capture these opportunities.
At this point, Trace Basement Systems was not ranking for many relevant, high-value keywords—especially long-tail keywords that could bring in highly targeted, intent-driven traffic.
Phase 3: Continuous Optimisation
Over the following year, we consistently refined the website, optimising both content and the user experience to attract better-qualified leads. Given the nature of the business—fixing damp basements and mouldy walls—we emphasised authenticity over aesthetics. We shared real-world images of their team in action, reinforcing buyer trust in the company’s hands-on expertise.
Additionally, we worked with Trace’s team to create engaging, personality-driven content for social media. This led to substantial growth in social followers, increased engagement (shares and likes), and heightened brand visibility.
Phase 4: Migration to Webflow
While WordPress served its purpose, we recognised that Webflow offered superior flexibility and control. We executed a large-scale migration of over 250 pages—seamlessly transitioning Trace’s services and blog content to a Webflow framework. This upgrade allowed for faster updates, more sophisticated design elements, and greater responsiveness.
Phase 5: AI-Driven Optimisation & Content Restructuring
With AI rapidly transforming the search landscape, it became crucial to adapt Trace’s content strategy. Much of the existing content was authored by in-house experts but was too conversational and lengthy for modern, generative search algorithms. We restructured and condensed the content, making it more accessible for AI-driven search engines while maintaining the expertise and authority of the original writing.
To complement this, we launched a new version of the website designed to:
- Target the right audiences for high-value projects
- Optimise for generative search by leveraging snippet-friendly content formats
- Improve conversion rates with enhanced CTAs and lead-qualifying forms
- Showcase exceptional case studies to build credibility and trust
If you need to work with an agency hell-bent on getting results. GET IN TOUCH.
