Digital Upgrade - Retail & B2C Division

A partnership from day one

This case study covers the Retail / B2C division of Shutters Factory Ltd — the consumer-facing side of the business. A separate case study covers the B2B division and the commercial partnerships programme.

Shutters Factory Ltd is a UK retail business specialising in premium plantation shutters — a highly competitive market with strong consumer demand and well-funded national competitors. We have been their digital partner since 2016, and the relationship has touched every layer of their online presence: website, lead capture, CRM, SEO, paid advertising, email marketing and brand materials.

2016–2019: Building the foundation

The first phase covered the design and development of the WordPress website, deployed behind Cloudflare for performance and security. From the outset, the site was built with lead generation as its primary purpose — not just a brochure, but a conversion machine.

• Lead capture and CRM integration. Contact form submissions are processed with GTM tags that capture the traffic source — organic, paid, referral or direct — and pass the lead automatically into HubSpot. Every enquiry arrives in the CRM with full attribution data, giving the sales team context before they pick up the phone.
• Email retargeting campaigns. Structured email sequences targeting past enquiries and customers, keeping the brand front of mind through the typically long consideration period for a premium home improvement purchase.
• Marketing materials. Design of digital and physical assets — business cards, product specification sheets, internal documentation and operational procedures — giving the business a consistent, professional identity across every customer touchpoint.

2019–2021: Dominating organic search

Between 2019 and 2021 we turned our focus to SEO, targeting the most competitive keyword in the industry: plantation shutters — a term generating over 12,000 searches per month on Google at the time, contested by national retailers and well-established specialists.

Through a sustained programme of technical SEO, content development and authority building, we achieved and maintained first-page rankings in positions 1, 2 and 3 on Google Search — fluctuating across those positions over the period but consistently holding the top of the page. For a business in a market this competitive, that level of organic visibility represented a significant and compounding commercial advantage.

2019–2022: Paid advertising and social media

Running in parallel with the SEO programme, we managed Google Ads campaigns and organic social media activity across the same period.

• Google Ads. Campaigns were structured, optimised and scaled to sustain a return on ad spend of 10–12× — a performance level maintained consistently over multiple years, not a one-month spike.
• Organic social media. Content and community management across the relevant platforms, supporting brand awareness and driving traffic to the site alongside the paid and organic search channels.

The results

Between 2016 and 2020, Shutters Factory grew from five-figure to six-figure monthly revenue. At peak, 80% of new customers were attributable to the online channels we managed — a figure that reflects both the quality of the traffic and the effectiveness of the conversion infrastructure built to receive it.

2020 and beyond: Scaling into B2B

From 2020, Shutters Factory entered a new phase of growth — expanding beyond the retail consumer market and into the B2B segment, supplying developers, interior designers and commercial fit-out contractors across the UK. The digital foundation built in the preceding years provided the credibility, the inbound pipeline and the operational infrastructure to support that expansion.

The business has continued to grow in the years since, and the partnership continues. It remains one of the clearest examples in our portfolio of what a long-term, fully integrated digital engagement can produce when strategy, execution and client commitment are all aligned.