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37% Growth in Traffic Year-on-Year

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Website: Permagard.co.uk

About Permagard:

Established in 1989, Permagard is one of the most respected manufacturers and suppliers of damp proofing, basement waterproofing and renovation materials in the UK.

As well as being a major distributor for a range of high quality brands, they also manufacturer PermaSEAL, their own damp proofing and basement waterproofing products.

Historically, the business had been reliant on direct offline sales from the building trade. Recognising the huge, untapped market of both DIY and trade buyers online, they approached Digirank to help assist them with this major step change in their business model. For the last seven years, we have helped them grow eCommerce sales through strategic, integrated digital campaigns, mainly across paid and organic search, social media and content marketing.

Objectives:

  • To establish a dominant position in the online space and position Permagard as the go-to supplier for the building industry.
  • To increase visibility online within the DIY market, whilst still reaching out and appealing to the trade industry.
  • To ensure strong visibility for general search terms relating to Permagard’s offering, as well as more specific product and brand name searches.
  • To drive strong year-on-year growth of website traffic & eCommerce sales/revenue/profit
50%Year-on-Year Increase in eCommerce Revenue

Approach

In order to generate the best possible results, we use a wide range of techniques and technologies to ensure that Permagard achieves its ambitious growth targets.

We regularly conduct extensive research to identify and understand new and existing target audience sectors. We spend time analysing the search behaviours of these audiences to get a better understanding of their needs and motivations.

We use this insight to ensure that the site is optimised for the target audience, is fully accessible to search engines and provides a really positive user experience.

After establishing a solid foundation for the project in phase one, the creative, ongoing work begins. Our ongoing work for Permagard has evolved over time, but our main tasks include a combination of PPC advertising (Adwords & BING), SEO, content marketing, social media promotion, online PR and website content development.

Paid and organic search have always been core channels to ensure the website has strong visibility for all relevant search traffic. As well as generating direct conversions from paid search and Google shopping, the PPC channel has also allowed us to build brand awareness using display banners, and remarket to users who have previously visited the site.

As part of our on-going work, we’ve created many useful, relevant content pieces to appeal to Permagard’s online audience. Content examples include instructional “how to” guides and in-depth informational pieces relating to damp problems. We create content to appeal to both the DIY and trade audiences and promote this via third party websites and social media channels.

Using social media, we have built strong relationships with influential people and brands in the industry. This online network has given us insights into the industry and assisted with promoting the content.

Results

Since we started working with Permagard, the business has experienced continued strong growth in traffic, sales and revenue each year. In 2017, website traffic grew by 37% and total eCommerce revenues grew by 50% year-on-year.

In 2017 our work with Permagard won ‘Best Use of Search’ at the Wirehive Awards.

Our ongoing work with Permagard continues to facilitate this strong growth in online revenue, making eCommerce the largest sales channel compared to direct in-store & phone sales.

“Digirank worked closely with us in developing an online marketing plan aimed at raising our online exposure and increasing sales through our website. We started working with them at a time where the building trade as a whole was really starting to struggle, but their proactive and creative approach has meant that we’ve continued to see significant increases in business from our website year after year.”

steve wookey permagard profile shot
Steve Wookey Managing Director