PlastixPlus

Website, PPC and local SEO optimisation tripled paid conversion and cut lead costs 67%.

A laptop displaying the Plasfix Plus website, featuring composite decking options, sits on a pile of brown construction bricks with holes.

Key Results

Tripled Paid traffic conversion rate (2% → 6%)

Increased Revenue 21% YoY

Cost per lead reduced by 67%

The Challenge

Despite its solid reputation for quality building materials, PlastixPlus struggled to effectively capture and convert its target market online. Common issues seen across builders’ merchants and construction marketing were holding growth back:

Website UX and code quality degraded after multiple developer handovers
Product pages lacked clarity, filtering and conversion focus
Paid campaigns generating leads—but at high cost
Local SEO not aligned to trade-counter search behaviour
Digital channels not effectively capturing nearby, high-intent customers

A laptop on a wooden decking displays the PlastixPlus website, highlighting composite decking options with various images and an orange-and-black themed web design.

A laptop displaying a product page for brown plastic decking tiles on the PlastixPlus WordPress website, placed on a wooden surface with parallel slats, highlights effective digital marketing.

The Approach

Optimising the Website Without Rebuilding It

Instead of starting over, we improved the website by optimising, cleaning and, adding to what already existed:

Cleaned up code and stabilised the platform
Standardised and cleaned up UI across the site
Improved speed, accessibility and responsiveness

We then redesigned key product and category pages with:

Better filtering and navigation
Clearer imagery and variant thumbnails
Stronger conversion pathways

PPC Overhaul for Cost Efficiency

We restructured Google ads campaigns to improve performance, achieving better leads at significantly lower cost:

Segmented campaigns by product intent
Improved ad quality and relevance
Built better landing page alignment
Got Performance Max off the ground with stronger assets and better audience signals

Local SEO for Trade Counter Growth

We implemented a focused local SEO strategy to capture nearby demand, positioning PlastixPlus to compete effectively in high-intent, local construction searches:

On-page optimisation for location-based keywords
Technical SEO improvements (speed, mobile, accessibility)
Reinforced local availability and relevance

Screenshot of the PlastixPlus WordPress website homepage, featuring building materials like cladding, decking, and fencing, with navigation menus, product images, descriptions, and contact information in orange, black, and white.

Four mobile phone screens show the PlastiXplus WordPress website. Displays include product categories, shop info, an exterior shopfront photo, and a contact form, all featuring orange and white branding.

Improving Product Discovery & Trust

For both trade and DIY audiences, clarity is everything to help users move from search → selection → enquiry/purchase with less friction in a very crowded, value-led market.

We enhanced:

Product descriptions and specifications
Testimonials and trust signals
Category structure and hierarchy

To support long-term growth, we introduced ongoing updates that created compounding performance over time, not just than one-off gains:

Expanding product categories
Refreshing content regularly
Supporting SEO with improved internal linking and structure

Key Takeaways

This project highlights how to improve performance in builders’ merchant and trade-focused digital marketing:

You don’t always need a rebuild—optimisation can unlock major gains
Product UX and filtering are critical for conversion
PPC efficiency comes from alignment, not just spend reduction
Local SEO is essential for capturing high-intent trade customers

Most importantly:
small, strategic improvements across the funnel can compound into significant revenue growth.

A laptop on a grey surface displays a B2B marketing website for uPVC and aluminium window trade supply, with images of windows and people, clear headings, and orange call-to-action buttons showcasing modern web design.

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