Latest Project: Smart Fire Doors London

A Competitive Niche Industry

The client approached us with a business idea but no clear vision on how to effectively market themselves and win business. They had a strong skillset in carpentry and advised that the bulk of their expertise lay in Fire Door installation, servicing and inspections. They also advised that the Fire Door market was particularly valuable and the demand was consistent and only those with relevant qualifications could compete for work.

The Challenge

The search engine results for search terms such as 'Fire Door London' and 'Fire Door installation London' was competitive. With several of the top ranking domains being exact match, including 'London Fire Doors' and 'Fire Doors London'.

Our Solution

We took the competitive landscape into account and helped the client to form a business name and brand, that would allow them to remain competitive in SEO. We suggested Smart Fire Doors London as a business name to give them the additional benefit of having the main search term in both their brand name and their URL - smartfiredoorslondon.co.uk.

We then designed their website architecture around this exact match strategy, to maximise the possibility of strong organic rankings. We built additional service pages such as /fire-door-installation-london & /fire-door-inspections-london.

Website Design & Conversion Rate Optimisation

Whilst achieving strong rankings is an essential part of any website project, the aesthetics and usability of the website are equally as important. We designed the website to make it clear what service was being offered, why the visitors should choose the company and made it easy to take the next steps. We included real photographs from the customer and genuine testimonials.

Launch Strategy

On go live, we then went about adding the business to the leading business directories, including yell, TrustedExpert, Cylex, Brownbook & Hotfrog. Along with these directory listings, we submitted a press release commenting on the newly updated Fire Door Regulations. Both the directories and press release were designed to increase the businesses presence online and begin to build trust with Google.

Ongoing Work

We are currently going through the process of obtaining a business profile for Smart Fire Doors London. They are registered at 30 Tweedy Road, Bromley, BR1 3FE and the directory listings reflect that. Due to the more stringent nature of Google and new business profiles, the trust building should allow easier verification of the profile.

The ongoing aim of this project is to expand into additional areas with lower search volume and lower competition, which should allow the site to build clicks, traffic and authority. This in turn will allow the site to start ranking for more competitive search terms.