Chemical Solutions: Driving UK B2B Lead Generation

Chemical Solutions is a well-established supplier of commercial cleaning materials, janitorial supplies, and hygiene products across the UK. Their customer base spans a variety of sectors including schools, hospitals, airports, government departments, hospitality, and industrial outfits. Operating in a competitive B2B market, the company's objective was to increase online visibility among decision-makers searching for specialist maintenance products.

Strategy and Implementation

Our strategy was developed with an intense focus on efficiency, employing high-impact, low-cost actions and quick wins due to the available resources. We knew this foundational groundwork would yield incremental growth in visibility and sales, which is now starting to materialise. We continue to work with the client, chipping away at further opportunities to strengthen the sales funnel.

What we did: 

1. In-Depth SEO Audit: A comprehensive review that identified and shared solutions to improve Chemical Solutions' website performance. Pinpointing broken and missing elements, and the reasons for underperformance. The audit highlighted key areas for growth through both competitor and keyword research and created an A-Z Roadmap of actions, ensuring we could focus efforts on the areas likely to increase ROI.  
2. Technical Updates: Areas highlighted in the audit were fixed as a priority. 
3. On-Page Website Optimisation: Implementation of essential site updates, including adding new, high-quality product imagery and updated content. 
4. Checkout Streamlining: Improving conversion rates with a simplified checkout process with the addition of Google and Apple Pay.  
5. Email Marketing Setup: Integrating Brevo email marketing with the website. Importing existing customers and setting up email campaigns focusing on customer retention, upselling, and lead generation.
6. Funnel and Lead Capture: Email capture with tempting pop-up offers, helping convert one time visitors into paying customers.

Results and Impact (Six-Month Comparison)

Our work has established a secure technical foundation and generated significant gains in organic search performance, an essential precursor to future revenue growth. Comparing the last six months to the previous period shows a powerful uplift in overall online visibility and engagement:

• Online Visibility (Impressions): We achieved a substantial increase in visibility, with impressions rising by approximately 28%. This indicates a marked improvement in the site's ability to rank for a wider array of relevant and commercial keywords.
• Search Engagement (Total Clicks): Crucially, the growth in visibility translated directly into user action, with total clicks from organic search increasing by over 16%. This uplift confirms that the traffic being captured was highly relevant and likely composed of genuine B2B prospects.

Conclusion

The increase in traffic and impressions is strong evidence that our strategy is working. By implementing the email integration, we're effectively nurturing leads and simplifying the conversion process. We're happy to report that new sales are now starting to trickle in, and we remain confident this is just the beginning for Chemical Solutions. We look forward to seeing this solid business grow.