Home improvement B2C x Pollinate Marketing
Highlights
The brief
Client overview
This client is a national home improvement brand aimed at DIYers. When we started working with them, they were brand new — they didn’t even have a website. They were entering a competitive market with well-established players, which meant building their presence from the ground up.
The challenge was to create a platform that could hold a large range of products, make it easy for DIYers to find what they needed, and establish the brand as a credible option in a space full of competitors. Everything had to start from scratch, from structuring the site to helping it get noticed in search.
Campaign goals
The main goal was simple: get the site indexed, ranking, and attracting visitors. For a brand new business, being visible in search is the first step toward generating leads and revenue. This client was literally starting from nothing in an online sense.
To support that, we focused on building out key product pages, category pages, and supporting content that answered the questions DIYers were searching for. The aim was to make the site easy to navigate, provide helpful information, and start establishing authority in a very crowded industry — laying the foundation for future growth.
The work
The main focus of this campaign was building the site from the ground up. Since the client didn’t have a website, everything had to start from scratch — making sure the platform could hold a large range of products, be easy for DIYers to navigate, and be set up to perform in search.
- Full audit: we reviewed the competitive landscape and planned the site structure, categories, and pages before anything went live.
- Technical improvements: we built the site in WordPress using Elementor, optimised site speed, internal linking, and page structure for SEO.
- Content creation: we used AI to populate initial pages, then refined everything with human-written content to ensure it was useful, accurate, and optimised for search.
- Link building: we started building authority through relevant backlinks to support the new pages.
The core of the work was getting the new product and category pages set up correctly. With so many items and categories, it was important that everything was structured, interlinked, and targeted to the right keywords from day one. We worked closely with the client to prioritise pages and make sure each one was ready to be indexed and found by search engines.
Alongside that, the content strategy helped give the site authority and relevance. Guides and supporting pages were designed to answer the questions DIYers were searching for, while also linking naturally to the products, helping Google understand the site and boosting the chances of ranking quickly.
By the end of the campaign, the site was live, indexed, and starting to appear in search. Getting everything off the ground created a solid foundation for the brand to grow, and meant DIYers could finally discover the client’s products online.
Results
16-month traffic data
It was a slow start at first, but once the pages were indexed and the link building kicked in, clicks really took off. Over the course of the year, clicks grew from about 20 to 200 a day, and by the end the site was driving a strong, consistent stream of visitors discovering the client’s products for the first time.
YoY traffic data
ROI
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