Waterproofing equipment webshop
A mid-sized company specialising in thermal, acoustic and waterproofing insulation. Mixed B2B/B2C model: registered construction firms get discounts, end users can order materials for renovation.
What the client came with
The company lived on referrals and contracted projects with 4 long-term construction partners. Winter months were practically empty, workers went on standby and fixed costs ate into reserves. Direct online inquiries were almost non-existent — 3–5 per month, mostly irrelevant. Competition dominated organic results for every generic query.
Step-by-step strategy
Separate B2B and B2C traffic
Audit showed B2B and B2C buyers use very different terms. B2B searches "thermal facade insulation specification", B2C searches "how much does insulating a house cost". We restructured the site into two sections with different tone and content.
24 expert articles in 12 months
Content focused on practical guides: "Cost of insulating a family home 2026", "Rockwool vs. EPS — which to choose", "Flat-roof insulation complete guide". Each article has a calculator, materials table and real project examples.
Industry backlink profile
Active backlink building from construction portals, guest articles in industry magazines and partnerships with insulation manufacturers. Domain Authority grew from DA 12 to DA 34 in 12 months.
Local optimisation for 5 regions
Dedicated location pages for each regional hub with project examples, local references and photos. Each page ranks for "insulation + city" patterns.
Insulation price calculator
Interactive tool where users enter building type, area and insulation type to get an indicative price. Generates leads (84% leave an email for a detailed offer) and ranks for "insulation price calculator".
Concrete activities
Numbers that speak
What we learned
Seasonality is solved by content people search outside the season. In summer they search "how to insulate before winter", in winter they search "how much does heating cost with poor insulation". If you understand the cycles, you build a site that has an audience 12 months a year.
Calculators are the strongest lead magnet in niches where pricing isn't transparent — people will leave an email for a realistic estimate.
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