Client case study


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Project Overview

Furl is a designer and manufacturer of premium storage beds and sofa beds, utilising clever and space-saving storage techniques and making furniture by hand in the UK. Their primary audience is B2C with products coming in at a high price bracket.

We were contacted by Furl as they wanted to increase eCommerce sales and increase their return on investment from SEO and PPC campaigns.

Client: Furl
Performance & Growth Statistics

Organic Keywords


Traffic Increase




PPC Conversion Increase

The Challenge

One of the biggest challenges was the user journey on the website, which was confusing. This meant that conversions were low as getting to the point of checkout was overcomplicated.

Furl’s Google Ads account was also not optimised and so ads were performing poorly. Campaigns had a high cost-per-click and very low conversion rates, with a lot of wastage. As the organic performance was also stagnant, this meant that overall visitors to the site were low and those that were landing on the website were getting confused by the journey.

The Solution

We started by performing a deep, 340-page technical SEO audit and performing the necessary fixes to ensure the website was functioning as well as it could. This gave us a better foundation for SEO and PPC work.

When it came to SEO, we monitored keyword rankings to highlight opportunities for improving ranking pages with on-page SEO. This helped to inform the content strategy we created and implemented across product and category pages to improve organic traffic performance.

We also created and implemented a keyword strategy for custom landing pages while fixing a large number of dangerous and manipulative links.

When it came to PPC, we fully restructured the Google Ads account to focus on driving the right customer to the website. We did this through advanced visitor segmentation based on the ideal Furl customer.

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