Rolawn

Turf supplier's website and online store experience healthy growth

The Objective

Rolawn are Europe’s largest grower and supplier of turf, listing the Royal Horticultural Society and numerous Chelsea Flower Show medallists among their clients. They came to us needing two quite different online strategies. Firstly, to take their new online selling application, Rolawn Direct, and promote it through highly targeted seasonal PPC advertising. Secondly, to promote their overall online presence through search engine optimisation of their main company website.

The Strategy

Clickthrough rates and ROI on their online advertising rose dramatically with constant revision and careful management, and the immediate traffic generated was a brilliant test of the new website. Natural search engine placements took longer to achieve, as despite enjoying heavy brand recognition, Rolawn had paid little attention to this area in the past.

As part of our website optimisation, we targeted single-word, highly-competitive search terms that would maximise natural search traffic. Our early successes included page one listings for turf, lawn care and topsoil.

As well as selling to the general public, Rolawn are the turf supplier of choice for councils and professional gardeners and landscapers. It was important therefore to create an expert resource to strengthen the brand and make the website a one-stop-shop for gardeners everywhere.

Our work on the main company website adding high-quality content has seen it gain credibility with the search engines, becoming a strong domain, and traffic for long-tail searches has increased dramatically.

The Future

Clearsite will continue with on and off-site optimisation of the website, ensuring a healthy presence in the search engines.

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