When Allisons Home & Garden approached Four Social Marketing & Web Design Ltd, their digital presence was serviceable but underperforming. They had a loyal local customer base, a good reputation in landscaping and building materials, but their website traffic and online sales were static at best. Fast-forward to today, and things look very different: in just a few months, Allisons saw a 900 % increase in regular organic monthly visitors and a 6000 % rise in average monthly sales. Here’s how we made that transformation, and what lessons other businesses can take away.
The Starting Point: Challenges and Opportunities
Before the redesign, Allisons’ website had several limitations:
Navigation was not intuitive; product categories and services (paving, aggregates, building materials, home improvements) were fragmented.
Many product pages lacked depth, with short descriptions, limited visuals, and weak calls to action.
On-page SEO was inconsistent; titles, metadata, headings, and alt text were patchy.
The mobile experience was under-optimised, leading to high bounce rates on smaller screens.
The site structure made it difficult for Google to crawl and index deeper product pages.
Trust signals like testimonials and ratings were present but not strongly integrated.
However, Allisons had key strengths to build on:
A wide and varied product catalogue (stone paving, aggregates, windows, doors, garden rooms) as seen on their current site allisonshomeandgarden.co.uk
A strong local reputation and repeat customers.
A management team willing to commit to content and digital growth.
With that foundation, Four Social embarked on a full redesign, SEO strategy, and conversion optimisation project.
Strategic Pillars That Powered Growth
1. Structured, SEO-First Architecture
We rebuilt the site with a logical, user-friendly structure that matched how customers search online, for example “Natural Stone Paving,” “Decorative Chippings,” “Garden Rooms,” and “Windows & Doors.” Each category and product page received clean URLs, rich metadata, and consistent internal linking. We also implemented schema markup for products, reviews, and local business data.
2. Content Enrichment and Long-Tail Targeting
Each product page was expanded with detailed specifications, usage examples, before-and-after photos, FAQs, and related product suggestions. We also added a blog and knowledge hub featuring guides such as “How to Choose Paving Stone” and “Best Aggregates for Drainage.”
By targeting long-tail keywords like “Yorkshire cream 20mm chippings delivery” and “UK garden room supplier bespoke design,” Allisons captured niche search traffic competitors were missing.
3. Mobile and Performance Optimisation
With most users browsing on mobile, the site was rebuilt to be fast and responsive. Image optimisation, lazy loading, and code minification improved speed and usability. The result was a smoother user experience and lower bounce rates.
4. Conversion Rate Focus
Driving traffic was only half the goal; conversions were the real measure of success. We introduced:
Clear and visible calls to action such as “Get a Quote” and “Add to Cart”
Strong trust signals including customer reviews and Google star ratings
Simple enquiry and checkout forms
Cross-selling and upselling suggestions on product pages
Contact options and enquiry buttons across every page
5. Ongoing SEO and Content Marketing
After launch, Four Social continued optimising performance each month. This included publishing new blog posts, adding seasonal product features, monitoring analytics, running A/B tests, and building backlinks from trade and home improvement sites.
The Results: Explosive Growth
The results for Allisons Home & Garden were nothing short of remarkable. Regular organic monthly visitors increased by over 900%, transforming the website into a consistent source of new traffic. At the same time, average monthly sales surged by more than 6000%, driven by higher visibility, stronger calls to action, and an improved user experience.
Mobile bounce rates dropped from around 65% to just 30%, showing that users were staying longer and engaging more deeply with the site. Conversion rates also jumped dramatically, climbing from roughly 2% before the redesign to between 8% and 10% after launch.
These improvements were not short-term spikes but sustained growth, supported by ongoing SEO, content updates, and user testing. Today, Allisons’ website serves as a powerful digital sales engine, driving both online transactions and in-store enquiries.
What Other Businesses Can Learn
Don’t settle for “good enough” – structure, performance, SEO, and UX all matter.
Content wins – rich detail and value-driven articles attract high-intent visitors.
Conversion optimisation is ongoing – small improvements compound over time.
SEO rewards consistency – long-term, steady effort brings exponential results.
Measure everything – analytics reveal where users drop off and where they engage.
Align your marketing and operations – growth must be supported by strong logistics.
Final Thoughts
The partnership between Four Social Marketing & Web Design Ltd and Allisons Home & Garden is a powerful example of what happens when strategic web design, SEO, and conversion thinking come together. The outcome is not only increased visibility but genuine business transformation.
If your business is ready to achieve similar growth, contact Four Social Marketing & Web Design Ltd today – your success story could be next.
